Paula’s Choice Skincare
Role: Copy Manager & Campaign Lead
The Strategy
Led the 360° conceptual campaign strategy and messaging architecture for the Vitamin C Eye Cream launch. Authored the editorial headline—“Brighter Skin, Down to a Science”—to marry ingredient-led clinical research with premium brand authority, elevating the Vitamin C franchise’s efficacy story across global markets.
Key Deliverables & Impact
Executive & Art Direction: Developed the core positioning statement and campaign naming in close partnership with the Sr. Art Director, pitching directly to the CCO and VP of Brand for global sign-off.
Omnichannel Storytelling: Oversaw full-scale 360° campaign execution across site, VM, email, social, digital ads, and video/CTV script production from pre-production through launch.
Franchise Expansion: Standardized the narrative framework to seamlessly integrate the new eye innovation into Paula's Choice's top-performing Vitamin C product line.
BHA Re-support campaign
360° campaign repositioning Paula’s Choice 2% BHA Exfoliant, anchored by the creative concept “The One That Changes Everything.” The idea highlighted how BHA visibly elevates the rest of a skincare routine, reinforcing the brand’s authority as exfoliation experts.
Scope of Work:
Site and email copy
Paid and organic social
Video content (CTVs)
In-store visual merchandising
Printed mailer and collateral
