When the redesigned Pat McGrath Labs site launched in 2021, the iconic makeup brand needed copy that not only fit its modern editorial look and feel, but connected well with consumers in the digital space without overwhelming them. The goal was multi-faceted: speak clearly to product attributes and benefits, educate consumers about how to use the products—especially the more challenging palettes—and inspire them to explore the larger brand universe.
In addition, the language needed to engage both devoted fans and newcomers who may know little about makeup artistry, while remaining true to the distinctive Pat McGrath brand voice. Working with the creative team, I wrote and edited copy for the entire site, from navigation to product descriptions to how-tos.
