Jurlique
Pioneers of holistic and conscious beauty. From seed to skin, from farm to you.
Role: Freelance Copywriter
What I did:
Copywriting, including:
Product descriptions
Key messaging taglines
Campaign headlines and subheadings
Media/Press release
Blogs
Email marketing campaigns
Jurlique is one of Australia’s largest natural beauty brands, renowned for its high-performing, pure and natural skincare. Every product is formulated at Jurlique’s unique biodynamic farm in Adelaide Hills, where they support the health and vitality of the Australian land, sustainably planting and nurturing potent farm-grown botanicals that are then used in their organic natural skincare.
The Project:
Jurlique approached me to spearhead content marketing initiatives for the relaunch of their bestselling range, Herbal Recovery. The improved range featured Jurlique’s new Recovery Blend — a farm-grown combination of holy basil, iris root, echinacea and black elderflower — which focused on helping to reduce exposome exposure and environmental aggressors.
Working with their Global Brand Manager, I wrote a mixture of short-form (taglines, key messaging, product descriptions) and long-form (blogs, media releases) content — all designed to optimise the product campaign rollout while clearly conveying the ‘Skin Science’ story behind the Herbal Recovery range.
Key Messaging and Taglines: After providing several options, the Jurlique team and I settled on “Nature’s Remedy for Revitalised Skin.” This tagline would be used across their website, banners, landing pages and all marketing collateral for the Herbal Recovery range.
Click on the images below to view the full images.
Results:
Clearly conveyed the Herbal Recovery range’s unique offering in five words, becoming the elevator pitch for the new products
Product descriptions: The Herbal Recovery range consists of five products (plus a minis kit): Herbal Recovery Bi-Phase Serum, Herbal Recovery Cream, Herbal Recovery Eye Oil Roll-On, Herbal Recovery Face Oil, and Herbal Recovery Eye Cream. The product descriptions convey each product’s unique formulations, features and key benefits, highlighting how their natural formulations assist in exposome prevention.
The tone of voice for the product descriptions was knowledgeable, kind and straightforward. Transparency was key as Jurlique is renowned for its honesty, empowering customers to know exactly what they are buying. The product descriptions had five main sections: Descriptions, Key Benefits, Free From, Product Claims and Ingredients List.
Click on the images below to view the full images.
Results:
New product descriptions conveyed the unique features and benefits of the Jurlique Herbal Recovery range
Product descriptions were used across their e-commerce website, product catalogues and in-store marketing collatoral
Blog articles: I produced a series of articles that purposefully provided Jurlique customers with helpful skincare advice, tips and information that go beyond just product discovery. Depending on the topic, the blog articles included botanical stories, holistic rituals and beauty tips and tricks.
Click the images below to read the articles.
Results:
Educated customers about the ‘Skin Science’ story of the Herbal Recovery range, helping them get the most out of the new products – whether it be via wellness rituals, slow living, exposome reduction and more.
Press & Media Release: To ensure a successful rollout of the Herbal Recovery range across media, I created a press release that detailed the ‘Skin Science’ story, features and benefits of the range as well as insight into Jurlique’s new Recovery Blend formulation.
Read the press release below or view it here.
Results:
Helped secure coverage in 7NEWS, Harper’s Bazaar Australia, Style Icons and ELLE.
Results & Outcome:
Content marketing collateral helped convey the unique features and benefits of the Jurlique Herbal Recovery range
Successfully optimised the Herbal Recovery product rollout and campaign launch across traditional and digital media
Jurlique Herbal Recovery launch received PR coverage in 7NEWS, Harper’s Bazaar Australia, Style Icons and ELLE.