Disciplines

Brand Strategy · Script Writing · Packaging · Cross-Functional Leadership · Brand Identity 

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The Challenge

Shark Beauty is a disruptor in the beauty category. Their hair tools and skin devices are born from  innovative engineering, rigorous user testing, and patented technology that only they can claim. Users rave about the results, ease, and price of the products, but Shark Beauty struggled to communicate the value they bring in a crowded market. ​

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The Strategy

My goal was to translate engineering credibility into beautiful results that felt tailored to everyday needs of consumers. I saw an opportunity to shift the narrative away from features, and focus it on benefit-led storytelling, where technology isn't just impressive, but also leads to better hair, healthier skin, and a confidence that consumers can instantly feel. This meant: 

• Clarifying Shark’s reason to believe versus category giants 

• Naming and elevating proprietary technology as reasons to believe

• Bridging the gap between performance language and the emotional payoff it gives users

• Creative a strong, consistent voice that could flex across mediums

 

The Work

As a freelance Creative Director, I led copy development and positioning for new and existing products. My work included: 

• Developing technology naming and narratives that turned patented features into memorable brand moments 

• Rewriting packaging and retail copy to prioritize clear benefits, faster comprehension, and high shelf impact

• Crafting launch messaging that balanced engineering authority with beauty- and results-first language

• Partnering closely with product, legal, and engineering teams to ensure claims were accurate, defensible, and differentiated

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The Impact

• A sharper, more ownable voice that differentiated Shark from it's competitors 

• Improved clarity and faster understanding of the "why"behind products, specifically those that are multifunctional 

• Messaging frameworks that scaled across new launches and categories