Bluemercury Trend Report
/To establish Bluemercury’s authority in makeup, I launched a multichannel multimedia series spotlighting seasonal trends. Each Trend Report combined makeup artist interviews with how-to videos and product recommendations.
Megan Deem is a Writer and Editor with 20 years of experience writing and editing with national and international magazines
I started a program using Bluemercury’s email and social platforms to spotlight small, non-beauty brands at the start of each heritage month. I enriched beauty storytelling by interviewing founders and expanding their brand narratives online. I launched Bluemercury’s charitable giving initiative, directing donations to local non-profits to align with the brand’s “your neighborhood beauty store” positioning.
As the copy liaison to the external agency, I stewarded the brand voice—an area I began elevating in 2021. All decisions regarding tone and voice funneled through me. I synthesized the team’s contributions to craft the brand tenets and editorial guidelines for the master brand book.
Additional examples available upon request.
I developed the theme “Love This for You,” a play on “love that for you,” to illustrate how Bluemercury met client needs through curated products, high-touch service, and personalized recommendations. Adapted phrasing included variations like “Love This for Him” and “Love This for Her.”
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