Marketing, branding, and performance copy for eSalon.com, written by Marie Mannino.
Copy for packaging, product page, internal instructions, and one-sheets. Worked with the Product Team to align UX copy within the checkout process as an additional offering to the original Color Set.
Product refresh including print packaging, PDP, marketing & press collateral, influencer spec sheets, regulatory information, social media posts, blog posts, and launch email. All copy hierarchy and pre-flight review all written and edited by me.
The team: VP of Global Marketing (Vera Koch), Copywriter (Marie Mannino), Product Development Manager (Emily Manatan), and designers (Annie Huxley, Gabrielle Rios, and Elizabeth Bacon).
Poem for Mother’s Day written for limited-edition packaging. In additional all product copy for components of Color Set also written by me. This shipper would change every season and included custom copy to speak to that.
This product was an upsell for all hair color customers who wanted more benefits in their hair care products. They would simple pick a booster that was important to them and add it to their hair care. Mix & go! I wrote product packaging, named the boosters, and worked on regulatory.
Product packaging copy, regulatory copy, and management of international translations for French, Italian, German, and Spanish including regulatory.
In addition, there was a set of intense use instructions for hair color that I wrote with the help of our in-house colorists, product development team, and excellent graphic designers.
I wrote and updated copy for this hair color quiz after our rebrand. We wanted to give our customers the best experience possible. The information they gave us would help our colorists create a custom shade that was just for them. Each question had a specified flow which would help us lead them to the next and eventually their final result before being sent off for formulation.
Created an insert alongside our talented, in-house designers Kathryn Crowley-Fiduccia, Elizabeth Bacon, and Annie Huxley to educate our clients on eSalon’s hair care product offering. This booklet contained several pages that describe hair types, styling tips, ingredients, and color tricks from our in-house colorists. Clients received this in-store (salons) and in their custom color shipments.
This was an idea we came up with at eSalon to bring awareness to our behind-the-scenes engineering and custom aspects of the business. Instead of going into a long-winded review of how we do it, we thought (especially since it was nearing Halloween) that we’d let our version of Laverne and Shirley do it. I helped storyboard and create signs, including providing wardrobe direction.
We created an insert to ship alongside Color Set orders which included eSalon’s Custom Home Hair Color and a new order of color-depositing Tint Rinse. We segmented shipments of the products by color and use. I wrote all the copy for the original product packaging, email marketing materials, and all customer service info. All of the top tips were included from our Colorists and sent out to help customers apply for best results.
The original insert included a flat lay on the front with social icons and a quick tagline. This side included the steps/instructions for product use and best results.
To bring color and personality to each of our category pages, as well as SEO clout, we rebranded with copy and photography updates. I wrote this headline & descriptor copy.
This email concept was created by myself and Khalilah Camacho (Sr. Digital Designer). We were asked to create an evergreen 50% off deal to trigger new clients who purchased custom color and were due for a refresh.
Worked with Khalilah Camacho (Sr. Digital Designer) and Tina Williams (PR Lead) to create an announcement email for our latest Allure win.
eSalon partnered with Avocado Mattress and co-branded an organic silk pillowcase offering. I wrote the product packaging, PDP, social media posts, and this marketing email for our presale of the mulberry pillowcase.
This evergreen email triggered when customers would order custom home hair color. We wanted to upsell our hair care that specifically catered to our custom hair color. This email went out after we had finished rebranding our hair care products (all of those beautiful colors and categories you see).
I worked closely with the product development and UX/UI teams to create this page for a one-of-a-kind product called Light Set. This was eSalon’s first at-home highlighting kit. I wrote all copy from naming the product to go-to-market materials including regulatory information.
I worked with our product development and R&D teams to craft the hierarchy of this page including FAQs, relevant blog posts, placement and wording of CTAs, including ingredient highlights, and more.
This set the foundation for all of eSalon’s copy from packaging and print to digital and in-person activations. For a full view of this guide, please email me Marie@ellohoneybee.com.