NYC.
Freelance + Fractional Consulting
BEAUTY BRAND & PRODUCT STRATEGIST
working across brand positioning, product development, naming,
verbal identity and go-to-market strategy.
Brand Strategy | Product Strategy | Naming | Copywriting | Positioning
Brand Storytelling | Verbal Identity | Market Localization | UGC & Influencer Messaging
STRATEGIC ADVISOR + CREATIVE PARTNER.
For beauty brands, founders + beauty-tech startups.
With 15 years of experience in the beauty industry, Evangeline Sarney knows a thing or two about beauty.
Starting her career as a beauty blogger and beauty editor and then transitioning to a copywriter for beauty brands, and eventually a strategic consultant, Evangeline’s dual experience across these areas allows her to understand consumers from a unique standpoint.
Evangeline primarily works with beauty brands and small to medium startups within the consumer goods space, assisting brands to improve their content to generate more success across their D2C and E-commerce platforms whilst also positioning their content to allow for greater commercialization and retail opportunities.
Her services include: brand strategy & positioning, brand tone of voice, product marketing, 360 product launch strategy, brand communications development, full-scale content production, content creation, content writing & copywriting and SEO optimization.
Evangeline has a special passion for working with international and global beauty brands looking to launch and scale in the US. Through her work with international beauty brands she provides expertise on: retailer expansion, product-market-fit, localized copy & positioning.
Evangeline applies a 360 approach to every product and brand, new or old.
What should we launch → what should we call it → how should we position it → what is the story → how does that translate to packaging/DTC/retail → how do we build a system that keeps the brand consistent as it grows.
Product Marketing & Positioning
Working with major beauty brands, Evangeline’s favorite projects to work on are a mix of product positioning and creative. By analyzing industry data and trends and her expertise, Evangeline works with brands to identify market gaps. Through this process she helps brands position & reposition products with a careful mix of ingredient recommendations, product naming, ingredient complex and technology positioning, product packaging, and overall product launch strategy.
1:1 Consulting
Evangeline works directly with founders and brand leaders who want an experienced beauty industry perspective on the decisions shaping their business. Sessions are designed to provide a strategic sounding board for everything from product concepts and positioning to naming, messaging, market opportunities, competitive differentiation and commercialization.
Copywriting & Content Writing
A passionate writer who loves sharing beauty advice, tips and products, Evangeline works with top beauty brands to craft copy for PDP pages, blogs, emails, and e-commerce. With deep knowledge of organic search and SEO she carefully blends together content that is engaging, on-brand, and optimized for e-commerce channels. See more at thebeautycopywriters.com
Content Production
Encompassing all elements of content production Evangeline sees visual content from start to finish. From building out content strategy, conceptualizing, casting and production. Learn more at: beautycontentcreation.com
Public Speaking & Media
With 15 years of experience across the beauty industry, Evangeline brings a deep understanding of the market, consumer behavior and the opportunities that allow brands to stand apart. Her expertise has been sought by publications including Cosmetics Business Magazine, the Sydney Morning Herald and Women’s Health & Fitness, alongside podcast appearances, industry conversations and panel moderation during NYFW.
AN ENTREPRENEURIAL START TO A BEAUTY-FUL CAREER.
Evangeline started the widely successful beauty website “Makeup Tips“ over a decade ago. One of the first sole written beauty accounts on Tumblr; Makeup Tipssgrew to a reach of 1.2 Million Followers and has been featured in numerous ways throughout the platform including: the Beauty Spotlight, Makeup Tag and, Tumblr radar all of which showcase talented Tumblr creators. In 2016 Evangeline was the official representative for Tumblr at Mercedes-Benz Fashion Week Australia, creating backstage content which was showcased through Tumblr’s official Fashion page.
The impressive following and content on Makeup Tips has resulted in numerous features in some of the worlds most respected publications, including, but not limited to: the Sydney Morning Herald, Buzzfeed, Cosmopolitan Magazine, and the Ladies’ Home Journal. Makeup Tips success has also resulted in sponsorships and collaborations with some of the biggest brands in the beauty industry including Revlon, Covergirl, Priceline Australia, Benefit Cosmetics, and The Body Shop.
In addition to a successful career as the editor of Makeup Tips, Evangeline has also written for many publications. From 2015-2016 Evangeline was contributing beauty writer for MODE.COM. Evangeline has also written articles for publications including the Huffington Post, Lucky Magazine and BeautyHeaven.
Evangeline currently works as a consultant in brand strategy & positioning for beauty brands and is based in New York City (but you will often find her in Sunny California, and the less sunny London). She works as a consultant for some of the largest beauty companies in the world. She is currently open to project based work and monthly retainers.