AURA Hair Care brand voice and messaging from UX, digital, print packaging, inserts, product development, and regulatory copy to press materials and marketing collateral written by Marie Mannino.
All product and web copy written by me from the homepage and product pages to our hair care quiz and email drip series. Worked with talented Brand Manager, Jessica Schuster, and VP of Global Marketing, Vera Koch, to concept and layout site functionality.
AURA Personalized Hair Care launched during the pandemic in 2020. The brand used custom-engineered technology to create hair care solutions from scratch that were just for you. We wanted to release to help potential customers imagine the possibilities of hair care that wasn’t one-size-fits-all.
This video was ethereal, captured mirror moments, and brought beauty to hair care that was attainable, yet aspirational. With so many options from your personal aroma selection to benefit additives and temporary hair color, the possibilities truly are endless.
Worked closely with R&D, design, and brand manager to create copy for all products. I also wrote all instructions and packaging, including PDP.
I wrote this small booklet once AURA began to launch custom hair care aromas. I named each signature scent, created note-leading descriptors, and descriptions of the scents. Each booklet included a scented sticker for each aroma and instructions on how to add your scent/update strength with a QR code to go straight to their account.
I worked with our Senior Designer, Khalilah Camacho, to create the storyboard for this video and the videos for AURA upon launch. This video showcases the possibilities of your personalized options when you create your own Ritual with AURA.
Once you complete the personalized questionnaire that I ideated and wrote alongside the brand team, customers would get recommendations with options to add specific ingredients to treat their hair care needs, temporary hair colors, and their signature aroma. Each bottle had their name on it and came with a personalized marketing card complete with their Ritual information.
At AURA temporary hair color was an option for conditioners and masques, but sometimes they could stain your hands in our masques because of intense options. So we created a video to help customers get the best possible results without staining their hands. The packaging included a set of gloves and detailed instructions to help them achieve application results mess-free. For more visual instruction, we created this video and others.
Worked with the brand team to create concept for copy layout and gathered information from product team for use. Ultimately product was handed off to Jr. Copywriter to send off.
I wrote all packaging copy from labels and shipper to the custom formula insert that paired with each custom hair care formula. The insert was interactive and included specialized use tips, a mirror moments journal, and instructions on how to adjust their formula for their lifestyle.
Worked closely with Brand Manager, Jessica Schuster, and Jr. Copywriter Kelly Graham to create an immersive experience that showcased AURA's custom/personalized hair care portfolio of fashion colors and breadth of product offerings. We named all the ice cream flavors, created print inserts, packaging just for this event, and more.
Created editorial calendars, briefed Jr. Copywriter and wrote blog posts for AURA. I pitched the blog name and was the point person for uploading on Wordpress.