In 1991, while working as a freelance journalist, I received a call from The Estee Lauder Companies inviting me to join the company as Executive Editor for Clinique. So I put on a new hat as a copywriter—first writing education and training materials for Clinique’s Consultants (sales associates), then a wide array of marketing and point-of-purchase materials, ultimately all of the national advertising for more than 75 countries worldwide.
In addition to conceiving and producing a quarterly newsletter for sales associates (CliniqueTalk), I created the famous line, “Beauty isn’t about looking young, but looking good” and researched and wrote many of the company’s most iconic consumer pamphlets. During my tenure there I also wrote speeches for the president, film and radio scripts, a tagline for this company known for its 3-step Skin Care System (Clinique. Always 3 Steps Ahead.), and created the concept and prototypes for a new generation of national print ads.
Today I head my own shop in New York as an independent creative consultant and copywriter, providing marketing direction, branding, product naming, advertorials, advertising and website copy to a variety of consumer product companies and ad agencies, primarily but not exclusively in the health and beauty industries. My clients have included 3M, Bath & Body Works, Biotherm USA (L’Oréal), Chanel, Fusion Brands, Johnson & Johnson, Guerlain, Omnicom Group, MD Skincare, Parfums Givenchy, Nars, Procter & Gamble, and The Estee Lauder Companies, among others. For samples, see column at left.