Minerelles by Shaklee
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Shaklee Corporation, known primarily for its multilevel marketing of household products and nutrition supplements, decided in 2003 to launch Minerelles, a new product line of color cosmetics based on micronized, light-reflecting minerals and moisturizers. I was brought on board in August 2003 to create the brand voice for the new line, beginning with the tagline and extending through packaging, brochure content, two video scripts, and catalog copy. The tagline and two-minute teaser video made their debut to great acclaim in October at the company’s East Coast sales conference. The enthusiasm continued through the official December launch: sales in the first month exceeded corporate projections by nearly 400 percent.

"Nancy is a seasoned writer with a keen strategic sense. She was of immense help during our strategy process, offering insight, guidance and point-of-view. In any project there are always curveballs and compressed deadlines, and although we threw our fair share at Nancy, she responded promptly with graceful and effective writing. Without her professional approach, we would not have had such a successful launch."

Jim Hallock, vice president, creative services