The brief
Skinner had science-backed formulas but the copy was either too clinical (felt like a pharmacy) or too vague (felt like every other 'clean beauty' brand). They needed a tone that read expert AND warm.
What I did
Voice + tone guide, rewrote three flagship product pages, drafted a launch email sequence for their newest serum.
Result
Email open rates on the launch sequence beat their previous best by a meaningful margin. The voice doc is now what onboarding writers reference.