Mary Kay Lookbook and Omnichannel Strategy

CONTENT STRATEGY & COPYWRITING


Mary Kay Inc developed into a powerhouse in the beauty industry, rising to a top 5 global skin care brand. Facing growing competition, I was called to collaborate on a new omnichannel strategy – one that would provide an editorial-feel that paid off product benefits in stories in all channels.

The Look Book catalog was the keystone of omnichannel content development. Each quarterly project encompassed:  guides and content for print and social media; print layouts; tutorial videos; social posts and animations for localization in-market.

The impact of my lead role in producing the company’s highest-volume sales tool—responsible for creating content strategy, storytelling, channel marketing plans, plus managing process and budgets—meant 40 countries consistently received content direction and a high volume of new photography and comprehensive storytelling support.


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