AURA launched in 2021, during the COVID-19 pandemic, without a blog during MVP. As we worked on-site copy and marketing strategy, we decided that a blog implementation would benefit the business and create a community surrounding our magical tagline and promise of endless possibilities.
“The Looking Glass” was inspired by Lewis Carrol’s Alice and Wonderland series and the girl who would find that nothing is impossible when she stepped into her dream world. As the copywriter at AURA personalized hair care brand, I was asked to pitch names for the blog that aligned with our magician archetype. In addition to the name, I worked with our UX/UI and product teams to create wireframes and developed functionality extras for consumer benefit: search bar, image and text balance, product linking implementation, WordPress use, brand management capability, SEO, and many other aspects. All categories and design were a collaborative effort with Brand Manager Jessica Schuster, VP Vera Koch, Product Director Christi Nonnemaker, Laura Baumgartner, and UX/UI designers Teri Occiano, Judy Zhou, and Kay Sathienvantanee.