As director of creative content and brand voice at Avon, Paul is fluent in creating compelling content that people connect with; copy that resonates with both readers and consumers. “Storytelling” and “Corporate DNA” have become industry buzzwords, but what do they actually mean? For Paul, it’s an understanding of vision and values, culture and strategy, identity and character; the knowledge that though facts tell, stories sell…whether its products or subscriptions.
Be it a fairy tale written for a M•A•C Cosmetics holiday collection, the launch of a new anti-aging serum, or a radio-script for a plush mascara, Paul is adept at finding the right words to create a provocative story that commands attention.
He currently leads a team of writers at The Avon Company, encompassing all beauty categories—color, skincare, fragrance and body—as well as apparel, jewelry and home, assuring brand-consistent copy across several channels. He develops and leads creative copy brainstorming, naming and content creation and is responsible for all content in Avon’s 200+ page, biweekly brochure. He directs copy for over two dozen major beauty and fashion launches a year and keeps storytelling for Avon’s inline product collections fresh and engaging. Paul was integral in establishing the voice of Espira, Avon’s new wellness brand, which exceeded financial plans for its launch by over 1MM dollars. He was responsible for refreshing Avon’s iconic Skin So Soft brand, Avon’s cutting-edge Anew Skincare Brand and the introduction of Avon True Color Makeup. He was part of the team that developed and branded Avon Living, a lifestyle/home magalog.
Paul also heads up the copy team responsible for all direct-selling collateral tools for Avon’s Representative sales forces in the U.S., Canada and Puerto Rico including product information cards, the biweekly What’s New that communicates all introductory launches, line extensions and shade additions including Representative selling tips, interviews, how-tos, etc. He liaises with the French and Spanish translation teams as well.
Paul’s team of 12 includes a package copywriter, three collateral writers, four beauty and fashion and home writers and four copy editors and proofreaders, consolidating for the first time all copy touch points within the creative department.
Paul has created the following content:
National print advertising, radio scripts, 360-product launches, product and event press releases, product copy, mission statements, brand histories, corporate communications for the president and CEO, public relations collateral including press releases, sales communications, direct mail, tag lines, product and collection naming, in-store signage, brochure, catalogs, magalogs, consumer flyers, outlet catalogues, special holiday gift booklets, video scripts, how-to makeup videos, ghost writing for celebrity makeup artists and celebrity brand ambassadors, web copy, banner ads, digital content, etc.
Paul has collaborated with:
LGH&H, Avon Products, Inc., M·A·C Cosmetics, Clinique, La Mer, Prescriptives, Bergdorf Goodman, DKNY, Coach Leatherware, Burlington/Menswear, Ambience/Isabel Mitchell, Mattel, LuxuryFinder.com, Zagats and others.