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.
Megan Deem is a Writer and Editor with 20 years of experience writing and editing with national and international magazines
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.
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.
I introduced the “Beauty Alfresco” theme to unify Bluemercury’s outdoor-oriented offerings—SPF, hair care, makeup, candles, skincare, and more.
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.
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.”
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