aura science was a specialty retail beauty company, a joint venture between Limited Brands and Shiseido of Japan.
aura science aimed to be a complete beauty destination via an upscale assortment of skincare (daily and advanced solutions), color cosmetics, fragrance and accessories.

As one of the founding members of the aura science team, I helped bring the brand to life. I created the brand “voice” via internal positioning papers, then extended it to the client with product names, package copy and marketing materials (in-store signage, direct mail, education tools, etc.).

The main idea behind the aura voice: simplicity. I wanted the
brand to speak with the client, not at her. So I developed straightforward, transparent copy to communicate the efficacy of the line while infusing it with subtle wit, and a unique voice.

All product names were single verbs chosen to communicate exactly what the item would do (lotion became “hydrate,” nail polish, “paint”). Pack copy utilized a trio of verbal “bullets” to tell the “story” in a clear, benefit-driven fashion.