Bluemercury Trend Report

To establish Bluemercury’s authority in makeup, I launched a multichannel multimedia series spotlighting seasonal trends. Each Trend Report combined makeup artist interviews with how-to videos and product recommendations.


Social Media Videos

Bluemercury Founders Series

I originated this profile series featuring beauty brand founders to highlight Bluemercury’s distinctive brand portfolio, provide exclusive value to customers, and deepen partnerships with brand founders.

Bluemercury Assorted Storytelling

I originated editorial franchises such as Ingredient Spotlight and Guru Guide, along with timely one-off emails, like Groundhog Day. I also devised the monthly Beauty Expert Lust List to spotlight in-store staff expertise.

Bluemercury Show Us Your Bag Campaign

This omnichannel, multimedia, biannual campaign showcased real people sharing their beauty favorites, advice, and wisdom. I oversaw storytelling development and execution, from conducting all interviews to writing copy.

Ben Friedman

Director of Accounts at Village Marketing Co. I write about the things troubling businesses learning about SEO, Websites, Digital Advertising, Local Search and more. Follow me https://twitter.com/BenRaphi

The Love List

Between 2002 and 2023, Elyse Love, MD, served as Bluemercury’s dermatologist adviser. To elevate her role, I launched a monthly ingredient-focused Q&A featured across email, website, and social channels.

Ben Friedman

Director of Accounts at Village Marketing Co. I write about the things troubling businesses learning about SEO, Websites, Digital Advertising, Local Search and more. Follow me https://twitter.com/BenRaphi

Bluemercury DEI and ESG

I started a program using Bluemercury’s email and social platforms to spotlight small, non-beauty brands at the start of each heritage month. I enriched beauty storytelling by interviewing founders and expanding their brand narratives online. I launched Bluemercury’s charitable giving initiative, directing donations to local non-profits to align with the brand’s “your neighborhood beauty store” positioning.

Ben Friedman

Director of Accounts at Village Marketing Co. I write about the things troubling businesses learning about SEO, Websites, Digital Advertising, Local Search and more. Follow me https://twitter.com/BenRaphi

Bluemercury Rebrand 2024

As the copy liaison to the external agency, I stewarded the brand voice—an area I began elevating in 2021. All decisions regarding tone and voice funneled through me. I synthesized the team’s contributions to craft the brand tenets and editorial guidelines for the master brand book.

Additional examples available upon request.

Ben Friedman

Director of Accounts at Village Marketing Co. I write about the things troubling businesses learning about SEO, Websites, Digital Advertising, Local Search and more. Follow me https://twitter.com/BenRaphi

Bluemercury Valentine’s Day Campaign 2025

I developed the theme “Love This for You,” a play on “love that for you,” to illustrate how Bluemercury met client needs through curated products, high-touch service, and personalized recommendations. Adapted phrasing included variations like “Love This for Him” and “Love This for Her.”

Ben Friedman

Director of Accounts at Village Marketing Co. I write about the things troubling businesses learning about SEO, Websites, Digital Advertising, Local Search and more. Follow me https://twitter.com/BenRaphi