Cover FX
Role: Senior Editor & Campaign Lead
The Strategy
Architected the brand strategy and 360° campaign concept for Cover FX’s matte-finish foundation. Developed the flagship headline—“Nude Is Not Beige”—to reframe nude beauty standards, celebrate inclusive shade ranges, and drive global brand recognition across DTC and retail channels.
Key Deliverables & Impact
Integrated Campaign Execution: Authored end-to-end campaign touchpoints, spanning brand site copy, email sequences, paid and organic social, and high-converting PDP banners.
Omnichannel & Retail Presence: Led copy direction for physical activations, including in-store gondola visuals, wild postings, direct mailers, and promotional print collateral.
Inclusive Storytelling: Codified messaging frameworks that elevated Cover FX's position as a category leader in shade inclusivity and clean skin-first cosmetics.
