Baudelaire
Copywriting + Brand Consulting
As COVID-19 began to take hold and change our collective way of working, I was lucky enough to begin a long-term collaboration with the US bath and body brand Baudelaire. They were beginning a rebranding journey under new leadership and needed a copywriter to set the tone of voice for the next evolution of the brand. As my experience is rooted in consumer goods, especially premium products, it was a match made in heaven. Via remote working we collaborated on the new direction of the brand from concept to launch.
Baudelaire delivers premium local and internationally produced artisanal products. With a wholesale network across Europe the brand focuses on the quality and beauty of traditional production methods. These roots in the old world provide a unique selling point in the American market. However, while the brand has a strong heritage and associated with the methods of yesteryear, their customers are modern men and women who prioritise quality and sustainability, therefore the new communication style needed to reflect that balance.
The final result is a tone of voice that speaks to customers at eye level through strong descriptors and friendly language. Primarily an e-commerce business, it was important to paint a picture of what it would be like to use and experience Baudelaire products. Through my own travel experiences in the regions where these products originate I used strong smell and texture descriptions to lead customers on a journey of relaxation and renewal.
After three years together we are still collaborating on a freelance basis as I lead the writing for their press releases, product copy, and blog posts. It's been exciting to see the next chapter of the company take shape and the positive response out in the market!