M·A·C Hyper Real™ Skincare

As the global Editorial lead for the brand's first foray into high-performance skincare, I merged the worlds of science-backed claims with Artist-approved techniques to create messaging that spoke to the MAJOR instant and long-term skincare benefits — while staying true to the M·A·C Artistry ethos. This line of efficacious skincare is designed to improve your skin and enhance your makeup. I owned the messaging from the beginning concept phase including finalizing the messaging hierarchy— including a tagline, key message, and secondary messaging — to all execution editorial across all platforms. I wrote copy for all assets including video messaging, in-store and visual merchandising, emails, organic and paid social, online pages, banners and touts, a press release, and more.