Kiehl’s is the iconic skincare brand based in New York City. Since opening its doors in 1851, it has managed to become a mainstay, constantly evolving with its audience and increasing its reach while remaining loyal to both its value and existing base. I came onto the team to update its social media presence, taking its educational tone of voice and translating it to a social-first audience of 10+ million all around the world. Each bit of copy not only had to speak to an American audience but also to international markets, including Asian Pacific, Chinese, European, North African, Middle Eastern, and Latin American.

I was instrumental in establishing the brand’s TikTok presence. In addition to copy, I also advised on best practices on reaching the audience and adjusting messaging and strategy to maximize reach. The main channel now has reached an audience of over 4 million.

Additionally, I updated brand guidelines and how-to guides for collaborating creators along with spearheading the creative direction and messaging for various campaigns, developing stories that were translated into collateral, including digital ads, store signage, scripts, and on-asset copy for educational videos.