The iiaa has become the industry leader of beauty’s pro-ageing movement. Its name change headed up a rebrand to fully embody its age-positive approach to skincare and, as B2B copywriter, it was up to me to find the words to inspire skincare salon owners and professionals to follow suit.
This of course called for a full website makeover, so there I was, writing and editing away to bring the new brand DNA to life and smooth out the UX journey. An innovative business focused on thought leadership, business futures and integrated technology, there was a lot to simplify, streamline and weave with excitement. No fluff. So I also covered BAU and the launch campaigns that followed.
Who wouldn’t feel totally privileged to be involved in the future face of beauty? (Spoiler: it’s got wrinkles, and it loves them)
