Launching Beauty Editorial |

Project: Launching beauty editorial on  

In 2007 I was approached by 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 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.


Work included:



Editorial planning

Strategy support

Creative concepts and ideas

Generating content

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

SEO awareness