Julep is a cosmetics startup with its own monthly subscription box. As the founding member of a small-but-mighty copy team, I got to write, edit, and concept for a huge variety of projects across all platforms.
Maven is Julep’s core product: a monthly subscription box filled with nail polish and makeup. Unlike other beauty boxes, it’s completely customizable, and all products are proprietary. I worked with an art director to create a page that highlights these benefits, showcases the quality of the products, and provides a quick, easy-to-absorb overview of the Maven program.
Each month Julep releases a new collection of nail polish and other beauty products for Maven beauty box subscribers. I worked with designers and art directors to create a trend-focused story around each collection, presented through emails and blog posts. Here’s what we came up with for March and April.
ABOVE: March Maven email
BELOW: March Maven blog feature
ABOVE: March Maven blog feature
BELOW: April Maven email
Above: April Maven email
Below: April Maven blog feature
April Maven blog feature
Since Julep is primarily an e-commerce brand, we relied on emails to drive revenue, promote new products, and provide seasonally relevant content.
Julep releases new products every month. But first, those products need names, packaging copy, and promotional materials.
You had fun, but now it's time for the glitter to go. This easy, mess-free system quickly removes even the most stubborn sparkles.
This radiant highlighter turns every angle into your best angle. Designed to play up light and play down pores, it's rich in diamond powder, vitamin B6, and Julep's anti-aging Power Cell Complex. The ultralight formula gives your complexion a luminous shimmer that feels weightless and looks flawless.
I worked with an art director to create this spec ad for a bus shelter campaign in San Francisco.
THE GOAL: Gather phone numbers for Julep’s SMS marketing list.
THE CHALLENGE: How do you get people to engage with a brand they probably haven’t heard of?
OUR SOLUTION: All Julep polishes are named after women. We know Julep customers love finding their namesake colors, and so do our moms, sisters, and friends. We can use the ad space to showcase unreleased shades and invite people to text in name suggestions.
(This concept initially got the green light, but our stakeholders decided to go with a free gift offer instead. C'est la vie!)
Julep does a lot of email marketing, but sometimes it’s nice to think outside the inbox. We wanted to showcase new seasonal sets and establish julep.com as a holiday hotspot, so we created a charming little gift guide to accompany online orders.
Who doesn’t love a blog? It’s the perfect place for trend stories, product features, announcements, and other brand-building content.
