Dr. Loretta

Email + SMS content

Below are samples of email newsletters for Dr. Loretta skincare during my time as Head of Digital & Content Strategy. Emails were approached as an immersive editorial experience allowing for longer-form how-tos, guides, and descriptions of products where possible. The Dr. Loretta brand voice aims for confident simplicity. As a Dermatologist-formulated brand, it was important for copy to be expert-focused, positive, clear and specific, as well as inclusive to ages 25-65+.

Role

• Building monthly content framework from social to email to ensure cohesive storytelling

• Copywriting for all email newsletters

• Creative Direction - briefing graphic designer on the vision for each email