M·A·C Strobe Dewy Skin Tint

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.