DECIEM The Abnormal Beauty Company
DECIEM is part of The Estée Lauder Companies and generates over USD 460 million in annual revenue through over 50 global stores. It is the parent company of popular brands like The Ordinary and NIOD, offering diverse skincare products across global markets.
As the in-house copywriter, I developed and executed content strategies that strengthened DECIEM's global brand presence across international markets.
Skills: Scriptwriting, Concepting, Tone of Voice, Brand Messaging, Narrative Development, Content Localization, Launch Assets, Data Analysis
Tools: Google Workspace, Figma, Lattice, Wrike
Campaigns
Wrote copy for several launches product and milestone events.
I was also responsible for incorporating a warm, human tone of voice into complex copy for DECIEM’s sustainability and DEI campaigns.
When I started, I wrote omnichannel copy for five brands under the DECIEM umbrella. Eventually, the company’s stakeholders decided to sunset three brands and focus on its superstars, The Ordinary and NIOD. Both lines had two tones of voice: the former was geared towards Gen-Z, while the latter was a mature luxury offering.
THE ORDINARY
I helped transition The Ordinary’s “cutesy” tone of voice to a more direct yet friendly one. To maintain consistency, I created an internal style guide that I presented to stakeholders within the organization.
Challenges abound.
The brand messaging was disparate across all the channels, and everyone had different perspectives. My job was to strike a balance and keep the focus customer-centered. So, with lots of hard work, we stripped down the existing text—the result: clean, simple copy at a high-school reading level.
I worked cross-functionally with Brand, Creative, Science Communications, Legal, Regulatory, CX, Email, Digital, and UX teams to align copy standards for the web, paid media, social, and email channels. I also wrote copy for brand collaborations, such as ASOS.
Most of my work for The Ordinary brand involved writing weekly newsletter copy for 1,500,000 subscribers and 2,600,000 followers on Instagram and TikTok.
And, of course, I wrote lots (and lots, and lots) of social copy.
Loblaw
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