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TAN KISSED
An intense, more pronounced tan. Kissed evokes the intimacy and intensity of a passionate kiss, suggesting a deeper, more pronounced sun-kissed glow.
Made on
Tilda
Concept-led copywriter with 6+ years inside brand teams — turning briefs into ideas, and ideas into lines. Equally comfortable with long-form narratives and texts that make every word count.
The Challenge
Develop a cohesive naming system for a self-tanning range, giving each product a distinct identity while maintaining a consistent brand language.
The Idea
Inspired by the familiar expressions sun-kissed and sun-touched, the naming replaces sun with tan — bringing the emotional imagery of sunlight closer to the product's core function. Sun becomes tan: closer to skin, closer to result.
The Naming System
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An intense, more pronounced tan. Kissed evokes the intimacy and intensity of a passionate kiss, suggesting a deeper, more pronounced sun-kissed glow.
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A subtle, lighter-looking tan. Touched is the lighter end of the same scale.
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Facial tanning drops, named for the product format. Completes the range with a more functional, format-led name inside the same TAN- prefix system.
Labels
TAN KISSED
Some kisses leave a little sunshine behind. TAN KISSED gives your skin a deeper, more pronounced golden glow — like the lingering warmth of a summer afternoon on your skin. Close your eyes. Feel the sun.
- Creates a deeper, bronzed tan
- Lets you build your glow gradually
- Helps you customize your tan intensity
TAN TOUCHED
For the days when your skin misses the sunshine. TAN TOUCHED gives you a soft, subtle glow — the kind that looks effortless, feels like summer, and reminds you that a little warmth can go a long way.
- Creates a subtle, natural-looking tan
- Adds a soft, sunlit glow
- For that just-a-touch-of-sun feeling
TAN DROPS
A few drops of sunshine, whenever you need them. TAN DROPS let you build your glow at your own pace, bringing a touch of summer to your skincare routine — whenever your skin could use a little warmth.
- Build your glow, drop by drop
- An easy addition to your skincare ritual
- Mix into your moisturizer to customize your glow
The work below transforms BEAUTIFIC’s product benefits into a clear brand idea, built around an emotional message and brought to life through a manifesto.
The Challenge
Develop a distinctive positioning for BEAUTIFIC, a beauty brand offering effective skincare at accessible prices. The goal was to bring together the brand's functional benefits and emotional value, creating a clear foundation for its identity and future communications.
The Brand Idea
Confidence Is the New Beauty. A central brand idea that defines BEAUTIFIC’s emotional territory, with effectiveness, accessibility, and transparency bringing its promise to life.
The Thinking Process
BEAUTIFIC had a number of tangible advantages: effective formulas, quality ingredients, safety, local manufacturing, and accessible pricing.
But these benefits alone weren't enough to create a distinctive brand idea. Effectiveness and quality are what people expect from good skincare.
The bigger question was: What role can the brand play in people's lives beyond taking care of their skin and hair?
I looked for the point where the functional value of the product meets an emotional need.
Beauty no longer has to fit a single standard. It can take different forms, evolve with us, and exist without constant validation from others.
The freedom to experiment with our appearance doesn't eliminate the need for effective, safe, and reliable skincare. In fact, having the right foundation can make us feel more confident and free to express ourselves.
This was the strategic hypothesis behind the positioning, rather than a finding from a separate quantitative research study.
I brought two dimensions together:
Functional: Skincare should address real needs and deliver the results people expect.
Emotional: Skincare should help people feel more confident, embrace change, and define beauty on their own terms.
This shifted the brand's focus beyond formulas and ingredients towards the person using them — their needs, individuality, and freedom of self-expression.
The central idea emerged: Confidence Is the New Beauty.
It defines the brand's emotional territory, while effectiveness, accessibility, and transparency provide tangible proof of its promise.
The central idea became the foundation for a broader brand platform:
Positioning: Modern beauty products that combine effectiveness, accessibility, and freedom of self-expression.
Brand promise: Helping people find skincare that meets their needs without making the process unnecessarily complicated.
Tone of voice: Modern, open, confident, and supportive — without pressure or rigid beauty standards.
Reasons to believe: Functional formulas, attention to consumer needs, safety, quality, and accessible pricing.
Emotional territory: Confidence, experimentation, individuality, and the freedom to be different.
The idea needed to work across communications — from an emotional brand manifesto to a product description. The brand could speak about the freedom to be yourself and then reinforce that message with products designed to deliver real benefits.
The Manifesto · 05
If confidence is the new beauty, beauty no longer needs to dictate the rules. It should leave room for choice.
Not the kind you have to earn. Not the kind that fits someone else's expectations. And not the kind that looks the same on everyone.
Beautiful means being unapologetically yourself. Trying new things, experimenting, changing your mind, and choosing something completely different tomorrow. Today, this way. Tomorrow, another. Because you can. And because you want to.
We believe skincare should work for you, not make life more complicated. It should be effective, straightforward, and accessible. It should address real needs, respond to what matters to you, and give you the freedom to choose what works best for you.
That's why we create beauty products that combine effective formulas, attention to detail, and an honest approach to quality. No unnecessary promises. No single definition of what beauty should look like.
You don't have to fit someone else's idea of beauty. You don't have to stay the same when you're ready for a change. And you don't have to choose between effective skincare and the freedom to be yourself.
BEAUTIFIC is your foundation for experimentation, change, and confidence on your own terms.
Be different. Be real. Be in the moment.
BEAUTIFIC · Confidence Is the New Beauty
The Outcome · 06
The work established a messaging platform connecting BEAUTIFIC's functional product benefits with a clear emotional territory. The central idea, Confidence Is the New Beauty, creates a unifying thread across the brand's positioning, mission, values, and key messages — and provides a foundation for different communication formats, from product copy focused on efficacy to brand storytelling centered on self-expression.
My role
Developed BEAUTIFIC's brand positioning, defined its central idea and messaging pillars, and translated the platform into a creative manifesto.
Curls aren't a problem to fix. They're potential waiting to be unleashed. Let them perform. A naming system and a voice that treats curly hair as something with character — not something you need to fight.
The Concept
Curls don't need to be controlled — they need to be helped to look expressive. The whole range is built on that single belief, written in a tone that's playful, confident, and a little flirty.
The Naming Principle
The line name CURL ME ON plays on turn me on — tying the brand's flirtatious energy to curly hair itself. That same intonation can travel through every product name and every pack line, holding the range together without repeating the same words.
The Line
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The daily reset. Cleanses without stripping the shape out of the curl.
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Slip, softness, and definition — the in-shower moment that sets up the rest of the day.
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The finishing move. Holds the shape, brings the bounce, makes the curl the loudest thing in the room.
"Don't fight your curls.Turn them on." — Standout pack line, Curl Me On range
"Curls with an attitude. Hair that shows up before you do." — Standout product description
Tone of Voice
Confident, a little cheeky, never apologetic. The same brand voice works just as well on the front of a shampoo bottle as it does on a 200-word product page.
One Idea, Several Texts
The same “turn me on” idea runs through the copywriting for the shampoo, conditioner, and styling gel.
Labels
SHAMPOO
Your curls deserve a fresh start without losing their wild side! CURL ME ON Shampoo cleanses your hair while avocado and jojoba oils help moisturize strands, reduce breakage, and tame frizz. Enriched with vitamins, this formula helps strengthen your curls while keeping them light, bouncy, and full of life!
- Moisturizes hair and reduces breakage
- Strengthens curls and tames frizz
- Leaves curls feeling light, soft, and bouncy
CONDITIONER
Big curls. Bold vibes. No drama. CURL ME ON Conditioner gives your curls the extra love they deserve. Aloe vera, coconut, and shea butter help moisturize, detangle, and smooth your strands, leaving your curls soft, defined, and ready to turn heads!
- Moisturizes and softens curls
- Helps detangle hair and tame frizz
- Leaves curls smooth, manageable, and bouncy
STYLING GEL
Your daring personality and bold curls are a perfect match! Let them run wild while keeping them defined and bouncy with CURL ME ON Styling Gel. Enriched with mint, keratin, and amino acids, this formula helps you create gorgeous, head-turning curls!
- Locks in moisture & prevents dehydration
- Defines curls & makes them bouncy
- Creates volume & texturizes locks
- No sticky residue, frizz or greasy feel
Product photography
A co-branded collaboration between UGREEN and Genshin Impact. The job: make charging accessories appeal to a gaming audience without losing sight of what the products actually do.
The Product Context
UGREEN creates everyday tech essentials — chargers, power banks, cables, and charging stations. The Genshin Impact collaboration brings a new dimension to these products through limited-edition, co-branded designs inspired by the game.
The Creative Opportunity
The creative direction connects two ideas: powering devices in real life, and powering up for the next adventure in a game.
The Campaign Line
POWER UP YOUR ADVENTURE.
A double meaning that bridges UGREEN's product category with Genshin Impact's spirit of exploration. Short and flexible.
Supporting Messaging
FULLY CHARGED FOR YOUR NEXT ADVENTURE.
Hero · Cross-product
YOUR FAVOURITE UNIVERSE. YOUR EVERYDAY GEAR.
Collection intro
READY WHEN ADVENTURE CALLS.
Portable · power banks
CHARGE UP. HEAD OUT.
Action line · portables
Product-Focused Copy
Power banks
ADVENTURE NEVER RUNS OUT OF POWER.
Keep your devices ready for wherever the day takes you.
Chargers
CHARGE. UNPLUG. GO.
Your everyday charging essential, ready for the next quest.
Cables
STAY CONNECTED. KEEP EXPLORING.
Small essential. Everyday power.
Charging stations
LEVEL UP YOUR CHARGING GAME.
Keep your devices powered and stay adventure-ready.
Product-specific claims should be checked against the specifications of the actual items in the limited-edition collection.
The Communication Approach
Open to in-house, agency, and freelance roles. Available for English-language creative work — naming, campaign concept, scripts, packaging, and tone of voice.