copywriting

This collection highlights the messaging behind the clicks, purchases and brand moments I’ve helped shape across beauty and higher education. From creative briefs and product packaging to webpages, push notifications and social captions, I blend strategy, storytelling and a little cleverness to give people a reason to pay attention — and act.

The outcome: Copy that sounds authentic, works hard and, most importantly, gets a response.

Messaging as bold as the products behind it.

As a beauty copywriter, I crafted webpage copy across MoxieLash.com, from product pages and homepage banners to promotional campaigns. Whether introducing first-of-its-kind magnetic lashes or wellness-forward beauty products, I used creative storytelling and strategic messaging to capture attention, communicate what made each product worth wanting and turn curiosity into clicks.

Company
MoxieLash

Duration
2021-22

Website Banner Copy

Homepage hooks and promotional pushes

The Brief:

Position MoxieLash products and promotions through elevated, personality-led messaging that felt natural, trendy and irresistible to shop.

My Approach:

Playful headlines
Clear, action-driven CTAs
Conversational brand voice

The Outcome:

Webpage banner copy that made the products feel high-performance, approachable and instantly worth exploring.

Push Notification Copy

Saying more with less.

The Brief:

Notifications that felt less like marketing, and more like a text from a best friend.

My Approach:

Concise copy
Personality-driven messaging
Conversational brand voice
Timely and relevant moments — from product launches and seasonal promotions to lash tips, beauty reminders and national observances
Curiosity-led hooks designed to drive action

The Outcome:

Push notifications that strengthened brand voice and drove action while maintaining a tone that felt playful, confident and unmistakably MoxieLash.

Product Launches

Curating the story before the sale.

Campaign: MoxieLash Chocolate Collection (Holiday Limited Edition)

Launch: December 2021

The Brief: Make chocolate the season’s most irresistible beauty look.

My Approach: As lead copywriter on the project, I blended product education with playful, chocolate-inspired storytelling, translating details like lash shape, fit, shade, style and wear into benefit-driven messaging across the MoxieLash experience.

View the Campaign Brief

Packaging Sleeve

Homepage Banner

Product Storytelling

I developed product storytelling that translated each lash’s distinct style, shape, fit and wear into clear reasons to buy. By weaving the collection’s chocolate-inspired theme throughout the messaging, I balanced playful personality with practical product education. This helped customers understand the differences, find their perfect match and feel confident adding it to cart.

Collection Page Banner

Chocolate Collection Product Description Pages

Chocolate Lash - Product Description Page

Specs are nice.

Selling points are better.

Landing + Collection Page Copy

The Brief: Translate the differences between MoxieLash’s cult-favorite 5- and 10-Magnet Lashes into shopper-friendly reasons to buy — from style and shape to fit, variety and wear.

My Approach: As lead copywriter on the project, I blended product education with playful, chocolate-inspired storytelling, translating details like lash shape, fit, shade, style and wear into benefit-driven messaging across the MoxieLash experience.

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Write that this is a description outlining the unique features of MoxieLash’s cult-favorite 10 Magnet Lashes. Details style, shape, fit, variety and wear.