Strategic Narrative & OBJECTIVE

As your all-around skincare experts, allow us to introduce… dermaplaning!

Schick sought to normalize at-home dermaplaning while promoting their wand as the tool consumers should trust and consider for both their morning and night skincare routines. Following the initial sale and discussions with the client, I adjusted several concepts and re-wrote the pitch for our official project kickoff, leading to client approval. I then ran point as the client-facing account manager, which included both guiding the creative builds and writing/editing scripts and social copy across the campaign.


Digital hub & videos on POPSUGAR

We created an always-on hub featuring talent-hosted custom skincare routine videos, an easy-to-follow dermaplaning tutorial, and a content desk that showcased 25+ editorial articles. Each article was curated with thematic alignment for Schick, to allow them to own not only the dermaplaning conversation on POPSUGAR, but also that of the entire beauty vertical.


Social videos on POPSUGAR

We extended our campaign’s reach to social, where our engaging, expert talent took us through their skincare routines, each of which included the Schick Hydrosilk dermaplaning wand. Both also featured several fun tips and tricks beyond dermaplaning, again positioning Schick as the expert in both dermaplaning specifically, and skincare generally.

My pitch write-up