When Jen Atkin, celebrity hairstylist and OUAI founder, partnered with e.l.f. Cosmetics to launch her first beauty line, the copy needed to match her energy: bold, fun, and unapologetically confident.
The collection was built on a simple idea that feeling powerful in your skin gives you the power to do more. The project spanned the full launch ecosystem: launch video script, website, email, social, product descriptions, and shade naming.
Giving Back
The launch also included a giveback campaign benefiting Girls Inc., a nonprofit that provides mentorship and educational opportunities to help young women find their voices and succeed with confidence. The copy wove that mission into the narrative without losing the campaign’s signature punchy, playful tone.
