Merle Norman Cosmetics - Omnichannel Beauty Experience
Modernizing a heritage beauty brand for the digital world.
Merle Norman Cosmetics, a legendary female-founded brand with decades of beauty authority, was ready to bring a more elevated, connected feel to its digital customer journey. My role was to evolve the brand voice across email, paid social, and e-commerce landing pages — balancing timeless credibility with a more modern, engaging tone that encouraged shoppers to purchase.
Paid social content introduced collections and hero products with benefit-led, scroll-stopping copy and visuals designed to spark discovery and drive traffic. Email campaigns nurtured both loyal customers and new shoppers through segmented storytelling, product education, and promotional moments that felt personal rather than pushy. Landing pages combined beauty-forward headlines with clear, confidence-building product messaging, trust cues, and a warm, expert-guided voice. Every piece of content was planned out months in advance to ensure a seamless storyline.
The strategy centered on continuity across channels, ensuring every touchpoint — from inbox to ad to checkout — felt like part of the same conversation. The result was a more seamless, inspiring digital experience that stayed true to Merle Norman’s legacy while inviting a new generation of customers into the brand.
Concepted a monthly content calendar for e-commerce landing page, email, and paid social ads
Wrote copy for each touchpoint, making sure to align to brand style, product information, and overarching promotional concepts
Collaborated directly with clients in real-time
Managed the art director to ensure images and copy told a cohesive story