Gregorie Guillaume

THE WORK

Curated campaigns and brand storytelling across every touchpoint.

A selection of global campaigns and creative direction spanning luxury, mass, and digital-first beauty brands.

EXPERIENCE

Copy Director. Author. Beauty disruptor.
I build voices that shift culture and sell product. With a decade shaping the language of global beauty giants,
I fuse storytelling with strategy to create campaigns that convert—and actually mean something.

Selected clients:
Elizabeth Arden, MAC, Milani, Sally Beauty, Maui Moisture, CosmoProf, Wet ‘N Wild, Merle Norman, JAFRA, Harry Winston.

Author of Skincare 365 and the forthcoming The Black Skin Bible—blending
brand precision with real-world expertise to turn insight into impact and beauty into conversation.

Featured CAMPAIGNS

CASE STUDIES

Four 360° campaigns spanning luxury and pro-heritage beauty
—each built from a sharp idea, proof that matters, and copy that converts.

Elizabeth Arden · Visible Brightening

Next-Level Brilliance

A franchise refresh that puts dark-spot correction and radiance center-stage.

Overview

Visible Brightening was one of the first campaigns developed under the brand’s new Playbook model—a shift from toolkit execution to idea-led storytelling. Copy led concepting, setting the narrative foundation before visuals were developed. This campaign became a blueprint for how tone and proof aligned globally.

As part of Elizabeth Arden’s Upstream team, I helped bring this new framework to life through copy that defined the voice, structure, and clarity of the system later expanded across global franchises, including PREVAGE. The result was a unified, idea-first approach that elevated both narrative and execution.

I shaped the voice and messaging for Elizabeth Arden’s Visible Brightening franchise, helping transition it from a purely product-focused story to one rooted in results and radiance. The platform line Next-Level Brilliance captured both the clinical performance and emotional payoff—light that lives in the skin.

Copy Concepting

Concept territories explored: Speed to Clarity, Proof You Can See, and System Glow. The winning direction combined quick-start results with proof-driven language, then laddered into regimen logic (capsules + cream) to drive basket build.

Architecture

Platform line: Next-Level Brilliance
Hero campaign lines: “14 Days to Spotless Skin”, “Clinically Proven Results”
System story: capsules + cream for visible clarity

Proof / RTBs

✓ “14 Days to Spotless Skin” line supporting quick-start results
✓ “Clinically Proven Results” platform across touchpoints
✓ “100% show visibly reduced dark spots**” claim lockup carried through creative
✓ Consistent capsule + regimen storytelling to drive basket build
✓ Clear CTA architecture (“Shop Visible Brightening”) for conversion

Deliverables

Elizabeth Arden · PREVAGE® Cream Reno

The Future of Collagen Defense

Elevating a hero franchise through innovation-led storytelling.

Copy Concepting

Building a system where science meets design—and defense becomes art.

The creative and visual platform centers on the arc: a structural and symbolic form of collagen defense. More than a shape, it signals engineered strength, continuous renewal, and elevated design. Every curve echoes PREVAGE’s encapsulated Idebenone spheres—proof that beauty and science move in tandem.

Unifying Headline

The Future of Collagen Defense

Why it works

Distinct visual system that feels premium, modern, and instantly ownable.
Bridges encapsulated Idebenone tech to long-term collagen protection.
Scales cleanly from KV to motion, retail, email, and site without losing equity.

ARC (The Big Idea)

The creative and visual platform centered on the arc — a structural and symbolic form of collagen defense. More than a shape, it represents engineered strength, continuous renewal, and elevated design. Every curve mirrors the encapsulated Idebenone spheres within PREVAGE — proof that science and beauty can move in harmony. The result: a unified visual and verbal system that protects, performs, and inspires.

Idea: The Future of Collagen Defense — a hero statement that reframes prevention as power.
Proof: PREVAGE’s advanced antioxidant technology helps prevent up to 99% collagen damage*, grounding the idea in science and performance.
Expression: The light arc curves across every asset — shielding the skin, guiding the eye, and symbolizing continuous lift and protection across print, digital, and film.

*Claim placeholder; final lockups per claims & legal.

Overview

Built the big idea, voice system, and copy framework that powered print, DuraTrans, web, email, and 30/60-second video—unifying heritage language with forward science and emotion.

PREVAGE marked a pivotal shift in the brand’s creative process—the first campaign developed under the new Playbook model. Concepting began with copy, establishing the central Big Idea before visual development. The arc and The Future of Collagen Defense platform became the blueprint for how subsequent global campaigns were built.

Developed as a global 360° campaign, PREVAGE reimagined the brand’s luxury-science positioning through a more human-first lens, linking its antioxidant heritage to the modern language of collagen defense.

Proof / RTBs

✓ Big idea + tagline: The Future of Collagen Defense
✓ System story connecting cream + serum
✓ Claims placeholders integrated for legal flexibility
✓ 30/60 video scripts built around proof + emotion
✓ Naming + CTA framework for omnichannel rollout

Deliverables

Elizabeth Arden · Eight Hour Cream

A Balm Skincare Savior

A cult classic re-imagined through bold pop art and modern colloquialism.

Overview

I concepted and wrote the 360° voice—translating heritage into hype with a playful, confident double-entendre that bridged balm skincare and the balm energy Gen Z already speaks. From toolkit intros to in-store copy, the system sparked instant recognition while modernizing a 1930s legend.

Proof / RTBs

✓ Pop-art visual language signaling modern revival
✓ Hero line: “A Balm Skincare Savior”
✓ CTA system connecting lip, face, and body SKUs
✓ Two-paragraph toolkit intro establishing tone
✓ 360 execution spanning print, digital, social, and retail displays

Deliverables

Elizabeth Arden · Advanced Ceramide Lift and Firm Creams

Shape Your Future

A three-word platform that captured lift, firm, and future-forward results.

Overview

I developed the Shape Your Future headline system after synthesizing product-development insights around lift and firm with consumer language that feels aspirational, not clinical. The platform flexed from hero headlines to module copy and retail.

Proof / RTBs

✓ Three-word platform = clear benefit stack (Lift · Firm · Future)
✓ Lockstep with claims and visual architecture for quick comprehension
✓ Toolkit lines cascaded into global retail & digital templates

Deliverables

LAUNCH STORIES

Recent launch campaigns that capture fresh energy skincare and fragrance
—each story rooted in brand voice, visual polish, and copy that connects.

DIGITAL STORYTELLING

Email? Sure. But make it editorial. These campigns turned inbox drops into beauy statements for Milani and Elizabeth Arden.

**Milani Cosmetics**
Voice meets velocity. Copy built to convert without losing the gloss.

**Milani Cosmetics**
Proof that shimmer can sell. Email copy that made glow feel both attainable and editorial.

**Elizabeth Arden**
Heritage meets heat. A modern spin on inbox storytelling.

WHERE BEAUTY MEETS
THE BUY BUTTON—AND SELLS.

Digital Ads that balance performance with polish—built to move the eye, and the numbers.

IN-STORE STORYTELLING + RETAIL SYSTEMS

Strategic storytelling meets shelf appeal. From lightboxes to endcaps, each retail touchpoint
was built to guide discovery, elevate hero SKUs, and turn routine shoppers into brand loyalists.

Retail storytelling that unified color, complexion,
and lip franchises under one visual language.

Merchandising that moved—this campaign prepack
sold out in multiple Walmart regions within weeks of launch.

**Jordana Cosmetics**
Affordable meets aspirational—clear messaging
built to hold attention in high-traffic aisles.

**Milani Cosmetics**
Compact storytelling made tactile—merchandising
that delivered clarity, cohesion, and conversion.

**Milani Cosmetics**
A retail-exclusive edit that spotlighted Milani’s cult-favorite
lip and eye heroes—built for impact in small-format displays.

**Milani Cosmetics**
Proof that storytelling sells—this Walmart lightbox
drove fast-turn visibility for Milani’s palette franchise.

EDITORIAL

Where strategy meets style. These digital covers for HueKnewIt.com turn product
education into cultural commentary—bridging journalism, design, and beauty influence.

BRAND STORYTELLING IN PRINT

From boutique mailers to national trade catalogs, these print campaigns transformed product
education into brand storytelling—merging visual clarity, strategy, and retail conversion.

RETAIL DISPLAY SYSTEM

Turning beauty education into physical storytelling—these retail displays for Merle Norman
brought campaign visuals to life across every touchpoint, from product to point-of-sale.

DIGITAL CAMPAIGN BANNERS

High-performing visuals designed for global campaigns. From seasonal storytelling
to hero franchise launches, each banner marries performance copy with luxury clarity.

PACKAGING LANGUAGE
+ PRODUCT NAMING

Strategic naming and packaging language crafted to move product — and mirror each brand’s visual DNA.

**Elizabeth Arden · PREVAGE® 3-in-1 Reset Serum**
Strategic name development for a next-generation franchise extension — balancing scientific sophistication with human simplicity. “Reset” became the new language of renewal across the brand’s anti-aging story.

SALES COLLATERAL

Turning facts into elegance. This Lalique sales tool paired structured storytelling
with elevated design — blending education, aspiration, and luxury appeal.

VIDEO

Commercial, radio, and digital video scripts — available upon request.

Maui Moisture Hair Care

Social reels celebrating the brand’s hydration-first philosophy — one highlighting
aloe juice, one exploring curl care, and one redefining moisture across textures.

Merle Norman Cosmetics

Behind-the-scenes storytelling for the Set It. Forget It. campaign — spotlighting authentic artistry in motion.

WRITTEN CONTENT

From long-form storytelling to social shorthand, each piece is crafted with voice
precision and strategic intent — proving that words can sell, shape, and spark connection.

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Gregorie Guillaume

THE WORK

EXPERIENCE

CASE STUDIES

Four 360° campaigns spanning luxury and pro-heritage beauty—each built from a sharp idea, proof that matters, and copy that converts.

Overview

Copy Concepting

Architecture

Proof / RTBs

Deliverables

Copy Concepting

ARC (The Big Idea)

Overview

Proof / RTBs

Deliverables

Overview

Proof / RTBs

Deliverables

Overview

Proof / RTBs

Deliverables

LAUNCH STORIES

DIGITAL STORYTELLING

WHERE BEAUTY MEETS THE BUY BUTTON—AND SELLS.

IN-STORE STORYTELLING + RETAIL SYSTEMS

EDITORIAL

BRAND STORYTELLING IN PRINT

RETAIL DISPLAY SYSTEM

DIGITAL CAMPAIGN BANNERS

PACKAGING LANGUAGE + PRODUCT NAMING

SALES COLLATERAL

VIDEO

Maui Moisture Hair Care

Merle Norman Cosmetics

WRITTEN CONTENT

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Social Captions FlipHTML5 LightBox Embed Demo

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Four 360° campaigns spanning luxury and pro-heritage beauty
—each built from a sharp idea, proof that matters, and copy that converts.

WHERE BEAUTY MEETS
THE BUY BUTTON—AND SELLS.

PACKAGING LANGUAGE
+ PRODUCT NAMING

Blog Posts FlipHTML5 LightBox Embed Demo