A BRAIN TUMOR LEADS TO AN ALL-NATURAL BEAUTY BRAND.
After Indie Lee learned environmental toxins may have been the culprit for her brain tumor, she decided to devote herself to developing all-natural beauty products from the world’s healthiest ingredients—never greenwashed.
BRIEF
On the eve of a major spring 2013 brand redesign, Indie brought me on as copywriter and brand consultant to revamp her collection of cleansers, face products, and body treatments. The result is an adaptable, 4-category system designed to accomodate future product expansion in the luxury eco market.
DELIVERABLES
- Refined Product Categories
- Product Renaming
- Product Copy
- Application Directions
SAMPLE PRODUCT COPY
Patchouli Sandalwood Moisturizing Oil
A hydrating, all-purpose oil designed for face, body, and hair. Formulated with jojoba oil which is closest to the skin's natural sebum, apricot oil to soothe and hydrate, and sandalwood to reduce inflammation. Ideal for all skin types.
DIRECTIONS: Apply 2 to 4 drops of oil to hands and rub palms together to warm. Massage gently over face or body until skin feels hydrated. For best results, apply to damp skin after bathing to seal in moisture. For external use only.
Swiss Apple Facial Serum
A revolutionary anti-aging serum designed to even the skin tone, reduce wrinkles, and preserve a youthful appearance. Formulated with the stem cells of a rare Swiss apple, this combination of rich proteins, phytonutrients, and metabolites boosts cell production and protects your skin from environmental stress.
DIRECTIONS: Apply 2 or 3 drops of serum to face and throat after cleansing day and night. Use on its own or apply underneath moisturizer; allow 5 minutes absorption time before applying makeup and 15 minutes absorption time before applying sunscreen. For external use only.
CoQ-10 Toner
An alcohol-free toner featuring CoQ10, a powerful antioxidant found naturally in almost every cell in the body. Aloe Vera and Hyaluronic acid provide added hydration and help balance the skin’s pH level. Ideal for normal to dry skin types.
DIRECTIONS: After cleansing, saturate a cotton pad with product and gently apply all over face and throat, avoiding the eye area. Follow with moisturizer. For external use only.
Exfoliating Mask
A potent exfoliating treatmeant designed to renew the complexion. A powerhouse trio of Alpha Hydroxy Acids (AHAs) help to improve the appearance of wrinkles and fine lines and diminish spots and scarring.
DIRECTIONS: Apply thin coat of mask to face, avoiding the eye area. Leave product on for ONLY 1 or 2 minutes, then rinse thoroughly with cool water. For external use only. NOTE: This product contains Alpha Hydroxy Acid (AHA), which may increase skin’s sensitivity to sun damage. Use sunscreen and limit UV exposure during and a week after using this product. For external use only.
