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.
Bluemercury Founders Series
/I originated this profile series featuring beauty brand founders to highlight Bluemercury’s distinctive brand portfolio, provide exclusive value to customers, and deepen partnerships with brand founders.
Bluemercury Assorted Storytelling
/I originated editorial franchises such as Ingredient Spotlight and Guru Guide, along with timely one-off emails, like Groundhog Day. I also devised the monthly Beauty Expert Lust List to spotlight in-store staff expertise.
Bluemercury Show Us Your Bag Campaign
/This omnichannel, multimedia, biannual campaign showcased real people sharing their beauty favorites, advice, and wisdom. I oversaw storytelling development and execution, from conducting all interviews to writing copy.
The Love List
/Between 2020 and 2023, Elyse Love, MD, served as Bluemercury’s dermatologist adviser. To elevate her role, I launched a monthly ingredient-focused Q&A featured across email, website, and social channels.
Bluemercury DEI and ESG
/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.
Bluemercury Summer Campaign 2022
/I introduced the “Beauty Alfresco” theme to unify Bluemercury’s outdoor-oriented offerings—SPF, hair care, makeup, candles, skincare, and more.
Bluemercury Rebrand 2024
/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.
Before
After
Bluemercury Valentine’s Day Campaign 2025
/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.”