ILIA
Contemporary Organic Beauty
Brand reposition
Site redesign
Product Descriptions
Sephora Collaboration
Holiday Campaigns
Project
Brief
Differentiate ILIA from other beauty products and create a clear value proposition for natural beauty that’s both organic and healing for the skin.
When ILIA founder Sasha Plasvic and Design Lead Dina Maani came to me with an overhaul of the content for iliabeauty.com, I did a major happy dance in my living room. Not only is this makeup brand taking on one of the most intimidating and toxic industries, they look cool doing it. I was honored to support in brand repositioning, creative platform, content strategy, and copywriting for their new site, brand voice, and SEPHORA collaboration.
Brand Repositioning
Here’s where we landed: “Driven by ingredients and inspired by design, we're rethinking beauty. With nothing to hide, we believe that clean beauty is about more than leaving out harsh chemicals and toxins—it's about adding skin-healing organic and natural botanicals while still achieving buildable, wearable hues. Healthy skin. Brilliant color. Thoughtfully made.”
Creative Platform
In order to create tag lines and About pages for the new iliabeauty.com website, I created a platform of directions for content. From there, we narrowed it down and iterated with Sephora and the internal teams to decide on the final slogan:
DRIVEN BY INGREDIENTS. INSPIRED BY DESIGN.
ILIA x SEPHORA
As ILIA grew from cult beauty shops like GOOP to NET-A-PORTER, SEPHORA began to pick up on the buzz. As they moved into carry ILIA's lip and multi-stick lines, SEPHORA requested new product writing to fit in their content framework. We landed on the tag "Redefine beauty. Redefine natural." and built a "Behind the Brand" framework.
ILIA F/W '16 CAMPAIGNS
With new Lipstick, Vivid Foundation shades and a new set of brushes and tools, we created the homepage and email design for the drop of the fall and winter collections. I also wrote press releases for all Summer, Fall, and Winter 2016 new products.
