Crabtree & Evelyn
A newly-relaunched heritage beauty brand, targeting a millennial audience with a new look and feel.
I joined C&E to support during a full rebrand, including a new tone of voice. As part of my role, I worked on all BAU digital content, including emails, social and blog content, as well as marketing campaign concepts, new product launches, TOV guidelines, packaging copy and a project to rewrite all brand.com web pages incorporating SEO.
Evelyn Rose Launch
This NPD launch was the brand’s first face moisturiser and move into the skincare market. I worked with the creative team to create the launch campaign for Evelyn Rose Hydrating Glow, including content for all digital platforms: Instagram, TikTok, email marketing and website copy.
The focus of this launch was to educate consumers on the moisturiser’s key ingredients and skincare benefits, tapping into a skincare-savvy audience with trending keywords.
Editorial Content
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How to Double Cleanse Your Skin
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Why You Should Add This Ingredient to Your Fall Rotuine
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Your Glow-To Pre-Party Routine
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Why Forest Bathing is the New Sound Bathing
The Bali Collection
Bali was C&E’s first ‘Exploration Collection’ - a capsule of personal care products and accessories inspired by the NPD team’s travels around the world. I worked with the creative team to bring the collection’s story to life, connecting back to the brand’s heritage story about the founder - a known explorer turned beauty business owner in 1972. We created a full digital campaign for launch, including a teaser video, social posts, email marketing, blog content and growth ads to push brand awareness.
Growth Ads
I worked closely with the Design Lead to create paid social ads to improve brand awareness after C&E’s relaunch. Our strategy was to focus on key products, highlighting benefits with short, snappy copy to stop the scroll and encourage CTR and conversion across social platforms, targeting a new audience.
