Chanel

The Ask: I was brought onto Chanel’s in-house creative team right as they were planning a website overhaul. The team had beautifully written product descriptions, but what they felt was missing was the science behind their beauty collections—what differentiated their $400 formulas from other products in the luxury market. My challenge was to rewrite the product copy in a way that balanced brand heritage with modernity.

The Process: Working closely with marketing, we audited the site copy and proposed templates that made sense for each beauty category. The writing process took equally as long as the editing process—and that’s because beauty is such a highly regulated industry. Word choice was carefully scrutinized by the legal team, but over time we were able to anticipate potential issues and tweak copy accordingly. Afterwards, my role expanded to include a mix of digital and print projects—email marketing, landing pages, product taglines, in-store signage, leaflets, and more.

Client: Chanel

What I Wrote: email marketing, website copy, taglines, in-store signage, leaflets, paid search