M·A·C Strobe Dewy Skin Tint
Editorial lead for tinted version of the brand's iconic Strobe Cream with playful messaging for Gen Z and Millennials
- Client
- MAC Cosmetics
- Year
- 2023
- Role
- Editorial lead, copy & messaging
- Deliverables
- Voice, hero copy, web, pack, print, social
As the editorial lead for M·A·C Strobe Dewy Skin Tint, I created messaging that speaks to this product being a tinted version of the brand's iconic Strobe Cream. With a focus on Gen Z and Millennials, I used playful word choices to bring the benefits of this illuminating tinted moisturizer to life.
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.
