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My task: Write copy for an insert that would go inside every Birchbox that month. The insert's job was to tout Benefit Cosmetics' new mascara launch, Roller Lash. It needed to feel shareable on social media, get people excited about the new launch, but still feel like Birchbox. The result: An insert that people could hold up to their faces—like a speech bubble—while wearing Benefit's new mascara (which they received in their Birchbox). The insert was shared widely on social media, and Benefit considered it a smash success.
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Site tout announcing Benefit Cosmetics' They're Real! line.
