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.”



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.

Pre-Rebrand


Rebrand



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.

Bluemercury Summer Campaign 2022

I introduced the “Beauty Alfresco” theme to unify Bluemercury’s outdoor-oriented offerings—SPF, hair care, makeup, candles, skincare, and more.



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

Bluemercury The Love List

Between 2020 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.

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 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