American Lash Association
Voice & Tone, Copywriting, Marketing Material
Case Study
As a niche sector in the beauty industry, The American Lash Association wanted to create a networking platform for certified lash artists to come together and lead by example.
They wanted to launch their website before they attended LashCon 2023 — where they would recruit their founding members. However, this gave my team a short turnaround for design, development, and optimization.
Our Goals
Voice & Tone
Define writing characteristics to communicate that The American Lash Association is run by lash artists, for lash artists.
Blog Writing
Create three introductory blogs to kickstart website activity, welcome new users, and share helpful information about the organization.
Copy Creation
Write copy that explains the mission, values, and benefits of the organization without losing the personality of the brand.
Email Copy
Promote the new platform through one-time flows — introducing the ALA to everyone on our contact list and confirming account creation.
Information Architecture
Lay out the structure of each page on the public-facing and members-only site according to the user’s goals.
Partner Info
From exclusive insurance discounts to featured podcasts, write short bios about our partners and shift tone to reflect their purpose.
Encapsulating Lash Artist Life
The most important part of this project was developing a communication style that makes lash artists feel “seen” in an industry that doesn’t always give them their flowers. However, because of the aggressive timeline, I didn’t have time to do a full research and discovery phase.
Luckily, the main stakeholder was a certified lash artist herself! With some help from our brainstorming session, I drafted a survey to dive deep into the characteristics that speak to lash artists. I also sent the survey to two of my close friends (who are also certified estheticians) to gather a bigger pool of data.
The result: a lively, feminine personality that emphasizes quality, community, and a passion for lashes.
Moving Beauty Forward With Every Lash
Though we had to skip the wireframing stage, the pre-built templates in WordPress helped me, my project manager, and my developer build pages piece by piece. It allowed us to draft copy as we went, tweak styles, and ensure everything functioned as intended.
+700 New Members
In the first 4 months
265%
Return on investment
Promoting The Field We Love
Through blogs, emails, and partnership promotions, I gave the ALA tools to spread awareness, sell their benefits, and expand their reach in the beauty world.
