Email Copy for Covey Skincare, Summer 2021
The project: I worked with innovative skincare brand Covey on a number of emails from 2020 to 2022. I loved their fluff-free approach to both skincare and branding. We focused on being colloquial and cheeky while touting a minimalist approach to the daily skin regimen.
The brand: Covey is a minimalist skincare brand that focused on simplifying routines. Instead of buying several products from different brands, they provide an inclusive solution to various skincare woes. At the time of launch, they offered three simple products. They have since branched out to address other skincare issues, too.
The copy: Below are screenshots of some of the emails I worked with Covey on. See all of my email copy here.
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Note: Image glitches occurred while screen-capturing some layouts because images were gif-ing.
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☕️ About the fashion copywriter: Michelle C. Larsen is a senior-level fashion and lifestyle copywriter based in New York. She specializes in refreshingly human language for cross-channel digital experiences, helping e-commerce brands write relatable, revenue-driving copy—from rosy product descriptions to punchy subject lines. Michelle is currently celebrating 15 years of writing copy for inspiring brands, big and small.
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