UK & US summer campaigns
Following ‘Summer Me Beautiful’ I developed copy for three additional summer campaigns to be rolled out across all UK and US stores (window and in-store), UK and US homepages & emails and events.
I needed to emphasise a strong promotion of Space NK’s travel essentials, communicate their specific benefits and inspire customers to get gorgeous on-the-go. From this brief I developed the strapline ‘Protect, Nourish and Glow, Wherever You Go’ and supported it with subsequent copy in-store and online, including the line ‘Travelling Beauty’. The following campaign similarly needed to cut through competitor messaging and resonate quickly with the specific benefits on offer, hence ‘Powerful Protection, Remarkable Radiance, Believable Bronzing’.
The next campaign was a complete turnaround from the initial two slightly dreamy and whimsical approaches, as it focused on high-tech science-led skincare. With this in mind I kept all comms punchy, results-driven and stripped of everything but the bare fundamental benefits of the products.