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Kérastase Brand Voice Strategy and Global Style Guide

To leverage its towering heritage and enduring cult status, luxury hair care giant Kérastase needed a comprehensive brand voice strategy and intensive global style guide to govern communications across all platforms and touchpoints. The voice needed to reflect the brand's new definition of luxury as a bespoke endeavor and capture the spirit of its tag line, "Very Personal Care For Exceptional Hair." I developed a formula for a consistent brand voice that remains undeniably chic while imparting warmth, personal charm and French-woman cool. The style guide, to be followed internally by anyone communicating for Kérastase worldwide, includes an in-depth brand voice description, as well as a detailed set of specific directives for tone, syntax and social media interactions. I applied the formula to copy for a number of Kérastase projects, from product launches, digital campaigns and print books to ongoing social media content.

Project Roles
Content, Copywriting, Editorial
Books, Social Media Copy, Websites
Project Industries
Kérastase Brand Voice Strategy and Global Style Guide
Kérastase Brand Voice Strategy and Global Style Guide