makeup by mariobrand storytelling lead & content strategist
As sole copywriter at Makeup by Mario, I served as Mario’s brand voice—shaping how the artistry translated across every touchpoint. I defined the verbal identity by building the first brand book and style guide, ensuring consistency across campaigns, packaging, social, email, and digital. My work centered on elevating artistry through language, positioning the brand at the intersection of expertise and aspiration. I named every product and shade, and in addition to writing, led content strategy for social and email, ensuring that Mario’s voice and vision connected with both pros & fans alike.
SUPERSATIN™ LIPSTICK
I named the franchise and developed the verbal tone for Makeup by Mario’s first satin lipstick. My focus was the duality — sensuality and sensoriality — and how those live together. Everyday luxury, with an editorial edge. Each shade was named for a New York neighborhood — a nod to Mario’s roots and the city’s bold, unwavering confidence. Silky. Iconic. Considered. Pure New York.
authentic storytelling
I introduced a new storytelling approach at Makeup by Mario by concepting and leading one-on-one interviews with Mario himself. These sessions uncovered his personal stories, which I wove into brand copy to bring more heart and emotion to the voice. It was a way to infuse artistry with authenticity—showcasing not just products, but Mario’s passion and perspective.
SURREALSKIN™ FOUNDATION
47% open rate
44% open rate
I led the naming and storytelling for Makeup by Mario’s debut foundation launch—a milestone moment for the brand. My goal was to capture both the emotional confidence of wearing it and the artistry-driven finish that feels out-of-this-world: ethereal, skin-like, and beyond real. A name born from transformation, it went on to anchor an entire complexion franchise. From voice to positioning, I built a narrative that fused pro artistry with skin science and inclusivity—elevating the launch as the ultimate expression of Mario’s artistic vision.
