COPYWRITING CASE STUDY - AROOBA

I was introduced to the lovely Arooba and her brand, through my affiliation with The Red Tree. 

After a discovery call, where Arooba and I chatted about where she was with her brand, the status of development of the products and most importantly the motivation behind her desire to create the collection; we began by looking at all the writing that had been done around the brand and I then distilled this into a more coherent deck of brand writing, with a commercial tone of voice.

Arooba is a dream to work with; brave, focused and passionate - the kind of female founder I am fortunate enough to work with a lot and be inspired by daily. 

Arooba has meticulously crafted a collection of unique, innovative eye makeup. 

The process of creating a unique formulation that bridges skincare and colour, demanding the highest level of innovation and quality; has taken Arooba and her chemists on a relentless pursuit, perfecting a complex texture, sensorial application and skin loving botanical actives. 

Arooba had a driving passion to create a brand and community that could be a place of self-expression, empowerment and artistry, we needed to ensure communicating this new world of powerfully transformative beauty was central to brand storytelling; retelling the intention, science and technicality of the formulations was pivotal to elevate the collection to a new, white space in the market that embraced wellbeing, confidence and self expression. 

Arooba and I worked collaboratively to shape her vision for the voice of the brand, elevating it to an alluring, glamorous world of style from pack to web, social, press and I’m delighted to say, beyond.