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Disrupting the archaic branding and manufactured beauty of the billion dollar boxed DIY hair color category, Madison Reed set out to forever change the industry. As the VP Executive Creative Director I oversaw the creation of the brand look/feel/voice/ethos at this innovative, rapidly growing omni-channel beauty brand.

From brand photography to How To videos, product positioning and packaging to landing pages, client journey through brick & mortar and wholesale expansion—Ulta & Target—OOH, DM, TV, radio, and more…I was responsible for the creative direction and output of thousands of assets annually while supporting visuals for the expansion of 55+ Madison Reed Hair Color Bars nationwide. It’s been an amazing ride as the head of creative establishing a start up brand while recruiting and developing an incredibly stellar creative team, processes, and accruing 3 Allure Best of Beauty awards .

Experience your best hair color ever.

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Step into a Madison Reed Hair Color Bar…feel the vibe…experience inspiring messaging and gallery photography around every corner. As the VP Executive Creative Director I worked closely with store design to bring our brand to life in a four-wall space. From windows and wall graphics to store signange, photography and buildout barricades…I was responsible for all messaging, visuals, and band winks—ensuring a fabulous client journey though the space. I even redesigned the original merchandising system with the creation of a streamlined core merch wall that highlighted the entire color system in a more interactive way—with a touch screen to reinforce our omni-channel business. My team and I supported the rollout of 55 locations nationwide.

Experience a natural high. The opulent artistry of butter LONDON and influential edge of PANTONE—the global color authority—combined forces in an uplifting color collaboration for the launch of PANTONE COLOR OF THE YEAR 2017.

As a creative consultant, I positioned, creative directed, wrote copy for and assisted in the digital launch of this oh-so-alive color collab. Say hello to a range of fiercely feminine, wildly luxurious color, infused with vitality and pure ebullience.

Separately, I positioned and provided launch product copy + headlines for Plush Rush Lipstick…a 2017 Allure Best of Beauty award winner in “Playful” pink.

Buxom is the brand that dares you to step outside of your comfort zone. As the global creative director I was the instigator responsible for the look and feel of the brand and its launch in the UK and France. From concepts, casting, photoshoots, brand voice, naming conventions, in-store experience, digital, social, events, and press kits—I pushed the envelope every step of the way and even convinced my CMO to let me shoot with Terry Richardson for the launch of Buxom Show Some Skin foundation.  

As with Buxom, some things in life are better experienced than explained.

As the global creative director, I was responsible for all things creative—from concept to counter. Product name, product positioning, concept, art direction, casting, on-figure photography, digital, social platform ideation, international launches, et al.

Kiss this: Moxie was the most profitable lip launch in bareMinerals history; 2nd most successful launch in the lip category, +14% over forecast.

As the Global Creative director of bareMinerals and Buxom I led company-wide creative working closely with the founder and CEO to launch our brands globally while simultaneously launching award-winning products. Born to win, bareMinerals Complexion Rescue is an Allure Best of Beauty Hall of Fame 4x winner. bareSkin foundation was another unprecedented launch. Until this point, bareMinerals was an infamously anti-liquid foundation brand. Famous for purity and minerals...die-hard bareMinerals fans were schooled in the fact that mass foundation liquids were full of nasty ingredients. So we had very important target audience skeptics to contend with. Working closely with JWalk agency, I led concept direction, created the TV script and all product copy. I was also responsible for all integrated omni-channel marketing—from packaging to store windows, DM, digital and social assets and beyond—of this highly successful launch. 

This was a quick, quirky, terrifically fun project. In an unlikely collaboration, bareMinerals Foundation gets decked out in the enthusiastically iconic style of renowned home designer Jonathan Adler. Inspired by the silhouette artist sold in Adler stores, as the global creative director I concepted and executed a video / social / digital teaser campaign as well as a happy in-store experience to showcase the limited-edition product. The marriage of two very different brands was captured by the quirkiness of the companies respective founders. Through editing, outtakes between Adler and Blodgett (founder of bareMinerals) created teaser content and set the appropriate "happiness is chic" tone we were all going for. 

A monumental launch for bareMinerals. There they are...all lovely and lustrous just sitting there nonchalantly as if they weren’t the new big product on the block. Flaunting vivid, creamy bold color, bareMinerals READY implausibly gorgeous shades were pure allure. Built on loose mineral products—bareMinerals was the original mineral makeup. bareMinerals READY was their first ever "pressed" product (meaning solid minerals). As the Senior Editorial Director I created a new edgier "voice" for this new product line, as well as an intriguing and evocative naming convention. Working closely with Chiat Day on brand voice, and ensuring their TV concept was brand appropriate, I provided all product copy for both national print ads and the Force of Beauty TV commercials. I also managed content for the entire digital and holiday campaign. 

What's unique about bareMinerals is the storytelling every step of the way. As the Global Creative Director I was responsible for concept, creative direction, brand voice, and storytelling throughout the launch of bareMinerals new boutique concept store (featured), as well as monthly product features and store updates—which aligned with print/digital. 

The bareMinerals 2010 RETHINK campaign asked thought-provoking questions and started a social conversation. As the editorial director, I wrote headlines, bodycopy, and endless culturally relevant quiz questions for the weekly RethinkWhatMatters.com microsite. The digital/print/outdoor campaign was a hit with social engagement…thousands of women shared their quiz answers by email, Facebook and Twitter.

Working closely with twin-sister founders Jean and Jane Ford, I created product concepts, product names, packaging copy, national print, digital and PR. True to "laughter is the best cosmetic"—I oversaw all editorial of this globally renown brand voice.   

From babyGap to Old Navy, and Macy's to Banana Republic Outlet and Barbie Style...I've walked the retail fashion "runway." As the senior copywriter for the inaugural Old Navy creative department I was part of the core team responsible for a true retail phenomenon: It took Old Navy just four and a half years to grow to 1 billion in sales. The brand’s quirky TV advertising spawned a nationwide cult following.

At Macy's West broadcast I concepted, wrote and creative directed numerous national TV / radio commercials. Casting on-figure and vo talent, selecting commercial directors, supervising editing sessions, scripts, makeup artists, stylists, set designers, composers...well, you get the picture. Here are a few of the faves.

In the garden since 1979, Smith & Hawken was the premier authority in outdoor living and home decor. When I arrived their brand image and authority wasn't coming through in their very predictable catalogs. As the creative director, I presented the idea to reinvent the catalogs to be more like a fashion magazine. It was a love love. The new design and brand voice made the Smith & Hawken catalogs a source of ideas, inspiration and sales.