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 the initial stages of development to launch and beyond.

During this time, I also wrote beauty features for the site, launched a blog, interviewed experts, edited in-house content, and mentored the junior 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.

Work included:

Consultancy

Copywriting

Editorial planning

Strategy support

Creative concepts and ideas

Generating content

Tone of voice guidelines

Editing in-house content and mentoring of junior writers

Interviewing key industry figures and experts

Liaising with brands and PRs

Blog – style, direction, content