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Jerome Alexander is a makeup brand that’s been around for almost 50 years.

They have a cult following of women of a certain age who love their hydrating makeup and easy to apply products.

The brand got in touch with me feeling it was high time they brought in a fresh tone of voice to expand their demographic and continue to grow.

Their current copy felt generic and lacked a point of view. They knew their products meant much more to women than this and wanted to reflect that in their voice.

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To really understand Jerome Alexander, the customers and the brand’s position, we took on a four stage discovery process:

First, I reviewed a stack of the brand’s current copy, looking for what we want to stop doing, start doing and continue doing. Are there any kernels of greatness here that we want to keep? Is there anything that’s really harming our brand?

Next, I analysed thousands of customer reviews to identify what customers really love about JA. I also dug into the language customers use and the kinds of stories they tell to feed into our new tone of voice.

Then, we interviewed some of the brand’s biggest fans. Asking questions like ‘What would your life be like without JA?’ allowed us to get a deeper understanding of this brand’s role in their lives.

Our competitor analysis allowed us to learn from the successes and failures of some of the key players adjacent to JA in the market. We learnt a lot about what we like, what we don’t like and where we stand.

Finally, I had the chance to interview Jerome himself. His origin story, values and beliefs had a huge part to play in shaping the brand voice we created.

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No more generic copy that could be just as fitting for an insurance scheme as a foundation. Now, Jerome Alexander’s copy reflects the customers, the impact they have on their lives and the strong heritage of the brand.

The brand stands tall as an optimistic expert, creating luxury makeup for everyday budgets with a real practical edge. Jerome has spent decades teaching women how to apply their makeup, so this friendly, practical element was hugely important.

We’re now in the process of redeveloping every product page on the website. You can see the first page below.

I started working with Sally earlier this year, couldn't recommend her more! Sally is very professional and delivers exceptional work. So far, we worked together on a project for a beauty brand, she helped us define our brand tone of voice guidelines, helped us name some products, and wrote new copy for all product pages on the website. Sally has a very well defined working structure and provides clear guidelines along the way, which is super helpful. To create our brand tone of voice guidelines, she conducted several workshops and interviews with several team members, analysed customer feedback, studied the brand and its products. When it comes to copy delivery, she is experienced in receiving SEO briefs, incorporates all required keywords in the copy, and 99% of the time her copy deliverables didn't require any edits.