COPYWRITER
Sephora
A brand extension just for the girls.
My role: Copy & strategy
Campaign Process
Client
Sephora (Capstone Project)
The Big Idea
Wundr by Sephora
The Team
Nikeita MacMaster-McKillop and Caitlin Mahut
My Role
Copywriting & Strategy
Disclaimer
All photos, brands and advertising campaigns are being used strictly for student work, and non-commercial purposes only, and have no affiliation to the featured companies.
The Problem
Young girls are skin-care-crazed. They're flooding Sephora stores in droves and leaving a mess in their wake. Influenced by social media, these girls are focused on brands that are too mature for them and too expensive. Parents are frazzled. Sephora employees are overwhelmed. And news channels are only fueling the fire. The problem? These girls don't have a place in the industry where they can flourish.
Key Insights
Major insights gleaned from the research reveal that tween girls just want to belong, and they'll do a lot to get there. Girls at this age are naturally curious and are looking to grow and explore who they are and what they like. We know skincare is booming among this demographic, and they easily fall prey to flashy marketing and skincare trends unsuitable for their age group.