M·A·C Skinfinish Sunstruck Bronzer

As the editorial lead for the brand's bronzer re-launch, I ideated the messaging from concept to execution. The words are centered around warming up your complexion with sun-real color to enhance your natural skin tone. 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. I also came up with the product name for this launch.