I jumped in as a freelance beauty copywriter to help Ciara launch OAM (On A Mission), a vitamin-C powered collection with exceptional clinical results. Naturally, all I wanted to do was use the words “1-2 step” to describe the routine, but since there are five products, we went with the empowering, lyrically-derived “Level Up.” 

At Smashbox, I did a great deal of work on primer, a product that helps makeup look better and last longer. I have great stories about packaging, product development, video scripts, influencer marketing, digital campaigns… and the importance of never taking a picture without first applying primer myself! 

I’ve also launched everything from full-coverage foundation to tinted moisturizer, integrating skincare trends and communicating product benefits in a fresh, emotionally resonant way.