In 2007 I was approached by Boots.com who were looking to launch beauty editorial online for the first time. I was hired as the project’s editorial consultant, with a remit to advise on everything from image agencies and industry contacts to editorial structure, tone of voice and creative concepts. I created an editorial plan and style guide, and was closely involved with the editorial strategy, providing support from initial stages of development to launch and beyond.
During this time I also wrote beauty features for the site, launched a blog, interviewed experts, and mentored and edited the in-house writers.
As the project evolved I became (freelance) Beauty Editor for Boots.com and, later, sole copywriter for the site’s supplier funded content. This involved writing and editing content for more than 30 brands – from YSL, Prada and Clinique to No7 and Shock Absorber.
Creative concepts and ideas
Tone of voice guidelines
Editing and mentoring of junior writers
Interviewing key industry figures and experts
Liaising with brands and PRs
Blog – style, direction, content