Type of content
Online hub
Online hub
Sector
Retail
Retail
The brief
Redwood BBDO was briefed by Boots to create an online beauty hub to provide shoppers with advice, tips and inspiration, and support its Beautiful You personalised make-up and beauty service. Content was to be uploaded daily and include the latest trends in make-up, hair and skincare.
The challenge
Beautiful You's tone of voice needed to be fun and playful to attract a millennial audience, but not ‘too cool for school’ in case it alienated older customers. I used popular online sites, including Refinery 29, The Debrief and Glamour, as inspiration for an informal style of language, but made sure it was inclusive for all demographics.
The role
Copy editing, ensuring brand guidelines, and overseeing tone of voice for all online content and a weekly email newsletter, plus adapting versions for web, tablet and mobile. As it was a small editorial team, I also helped with story ideas, picture research and ‘modelled’ in GIF tutorials and film shoots.
Response to brief
The creation of an online destination for the best beauty content, conversations and recommendations. Content included how-to articles, blog posts, GIFS, long-form videos, galleries, interactive articles and Q&As. Tone of voice was modern and zeitgeisty, playful yet sincere, spirited, fun and celebratory, positive and inclusive, authentic and relevant. Regardless of age, ethnicity or budget, the site would give audiences the tools to look and feel their best. Each article was supported by at least one content pillar to ensure we were producing content customers were interested in.
Content pillars:
Tutorial Expert, impartial advice
Topical On-trend and up-to-date content offering compelling news and product launches
Playful Fun to consume, visually delightful content to deliver deeper engagement
Topical On-trend and up-to-date content offering compelling news and product launches
Playful Fun to consume, visually delightful content to deliver deeper engagement
EXAMPLES OF CONTENT
For a taster of the beauty content produced at Redwood BBDO, the below video clip includes Boots' Health & Beauty magazine as well as online content and video shoots for Beautiful You.
