In 2014 I worked for UK language consultancy The Writer as lead freelance copywriter on Unilever's Lux (AKA Caress) soap brand.
The brand was launching the first of its new international fine fragrance products ("Love Forever") with pioneering "fragrance touch technology"; I was tasked with communicating the product claims, and writing sampling card copy, product copy and ad copy for adaptation across various media.
Following the agency's usual approach to brand copy, I provided three alternative directions for the copy, focusing on the following themes:
1. Fine fragrance
2. Unforgettable girl
3. Pearls of wisdom
Here are a few clips:
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