Agency is a customized, anti-aging skincare company from the makers of Curology. The brand launched with two primary product offerings — the Future Formula and Dark Spot Formula — and then expanded its portfolio even further with the launch of Cloud Care Duo (a sensorial cleanser and moisturizer set). I led the copy efforts across it all — from brand positioning to product launches to social media.
Client
Agency Skincare (by Curology)
Role
Copy direction + execution, brand strategy
Project
Brand launch + creative development
Team
In-House @ Agency
As the first copy hire at Agency Skincare, I was responsible for launching the brand — and defining the voice it would carry forward. From brand positioning to scripts, I created content that introduced Agency to the world and set the foundation for a POV that felt smart, clear, and elevated.
Bringing a new brand to life
Dear Future Skin
We reached out to some of our Agency users and asked them to write a letter to their “future skin” — what were their hopes? How do they expect it to change over time? By sourcing UGC videos from this loyal fanbase, we were able to create moments of connection with our audience on social.
Age with Agency
As part of the launch of Agency, we wanted to express the ethos of our brand: that, no matter your age, you have the opportunity to own and live your own definition of “wellness” — especially for your skin. I concepted, wrote, and helped to produce these brand-forward videos.
Welcome to the Clouds
With the launch of our newest products — the Cloud Care Duo — I worked with our team to create an aspirational, cloud-like product campaign that brought the elements of the products to life in irresistibly sensorial ways. We chose to work with a vibrant actress in her mid-fifties — a clear visual departure from the way other brands typically approach casting for anti-aging products.
SKIN301
While anti-aging customers have a voracious desire for education around skin wellness, many skincare companies take advantage of that curiosity by making claims that were often unsubstantiated and (pardon the pun) only skin deep.
I worked with our team to develop a content series called, SKIN301 — an “advanced” educational series that armed our audience with the information that they needed to know, in order to find the products they really need for their skin and advocate for themselves in the dermatology landscape.
Building a brand with staying power
From strategic positioning, to conceptual brand videos, to product launches, to inclusive social media content — I was fortunate to write, strategize, and guide a team of writers, working together to bring Agency to life across a multitude of channels.
