Claire Purcell s e n ior c r e at i v e
/ copywr iter
Examples of my work
c l a i r e p u rc e l l – s e n i o r c r e at i v e / c o p y w r i t e r
c l a i r e p u rc e l l – s e n i o r c r e at i v e / c o p y w r i t e r
bout me
ontents
¶ I’ve always had a way with words. At school I read voraciously, devouring any book I could get my hands on, so it’s no surprise that I went on to complete an English Literature degree at university. Everyone kept asking me if I was going to be a teacher (or, even less glamorously, a librarian) but my heart always lay in writing. ¶ I started my career in the marketing team for major commercial imprint Michael Joseph at Penguin Books. I managed major marketing campaigns for bestselling authors, famous chefs and popular celebrities. I started to become recognised for my copywriting spark and eventually decided to fly the Penguin nest to join The Body Shop as Copywriter. I’m currently Senior Creative/Copywriter for this well-loved international beauty brand. I contribute to creative execution at brand and product level, and write the copy for in-store events as well as product packaging. ¶ Now I’m ready for my next challenge. I’ve gained a good level of experience in the beauty and retail sectors, and I’m keen to put your brand into words. I’m bursting with ideas; I can strike a balance between commercial appeal and brand integrity, and can write unique, emotive copy with a lasting impact. And I’m ready when you are.
Introduction 3 The Body Shop 4 – 13 Penguin Books 14 – 21
Thank you for reading! Please do get in touch for a chat. You can email me on clairepurcell86@ hotmail.com or call on 07970 772 764
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c l a i r e p u rc e l l – s e n i o r c r e at i v e / c o p y w r i t e r
c l a i r e p u rc e l l – s e n i o r c r e at i v e / c o p y w r i t e r
une 2012 – present ¶ The Body Shop is an internationally recognised beauty brand with respected ethical integrity. Since the L’Oreal takeover in 2006 it has been crucial to retain consumer trust while reinforcing the brand’s strong values.
Indulge in PRECIOUS OILS ALL OVER
© 2012 The Body Shop International Plc. All rights reserved Absolutely no reproduction without the permission of the owners ® Registered trademark of The Body Shop International Plc. INOILWP030
NEW
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c l a i r e p u rc e l l – s e n i o r c r e at i v e / c o p y w r i t e r
c l a i r e p u rc e l l – s e n i o r c r e at i v e / c o p y w r i t e r
The event window & one of the pricing cards
Double-page advertorial
Glamorous
Crush on
REDS
Rock this season’s redcarpet look with dazzling shades of red.
COLOUR
Sophisticated
NUDES
Discover this season’s hottest new crush with new
Colour Crush™ lipstick at The Body Shop. They blend finely crushed pigments with silky Community Fair Trade marula
Subtle nude shades are the perfect accessory for paireddown daytime chic.
oil for high-impact colour in 24 sumptuous shades.
WITH COMMUNITY FAIR TRADE
MARULA OIL
Flirtatious
PINKS Look pretty in pink for on-the-go glamour.
GET YOUR MAKEOVER SERVICE IN-STORE NOW THEBODYSHOP.COM
Sweet and fruity
STRAWBERRY
Our Strawberry range contains sweet strawberry seed oil. Pamper your skin with succulent moisture and a delicious strawberry scent.
olour Crush
Body Butter 200ml ...................................................£00.00
£00.00/100ml
¶ Our Colour Crush lipstick event was all about colour. The event launched the new lipstick range within our existing Colour Crush collection, which uses finely crushed pigments to achieve lasting, impactful colour for both eyes and lips. In-store went on to feature bodycare and fragrance products, so we tied the event together under the ‘Get a crush’ umbrella.
Body Mist 100ml .......................................................£00.00
£00.00/100ml
Beautifying Oil 100ml ...............................................£00.00
£00.00/100ml
INCOLAS011
IN – A6 Card – 148.5h x 105w (mm) Q3 13 Colour Crush™
Two of the table feature signs produced for in-store
STRAWBERRY 202625
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c l a i r e p u rc e l l – s e n i o r c r e at i v e / c o p y w r i t e r
c l a i r e p u rc e l l – s e n i o r c r e at i v e / c o p y w r i t e r
oneymaniatm ¶ Following the success of our Chocomania™ bodycare range in 2012, we were briefed to launch new bodycare f lavour Honeymania™. The brief focused on the richness of the ingredients inside, and our secondary message aimed to highlight the f loral scent of our honey. The poster focused on a clear ‘honey’ message, with supporting window props adding detail about our unique honey ingredient.
[above] The global event poster
The event window & one of the hanging decals
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[right] Honeymania CRM email
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c l a i r e p u rc e l l – s e n i o r c r e at i v e / c o p y w r i t e r
c l a i r e p u rc e l l – s e n i o r c r e at i v e / c o p y w r i t e r
hristmas 2013 ¶ Christmas at The Body Shop is all about ‘Giving Joy’. The 2013 Christmas event focuses on our Schoolhouse story, whereby The Body Shop are building five new schools with profits from Christmas gift sales. The challenge here was to convey the message in a bitesize, consumer-friendly way, without distilling the importance of the story.
[above] The behind the till banner for in-store [right] One of the lollipops in-store
The global event window poster
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c l a i r e p u rc e l l – s e n i o r c r e at i v e / c o p y w r i t e r
c l a i r e p u rc e l l – s e n i o r c r e at i v e / c o p y w r i t e r ¶ The next step for The Body Shop is to call for a global ban on animal testing, and we were asked to evolve the ‘Happy Bunny’ theme to communicate the next stages of our ‘Cruelty Free’ campaign.
appy Bunny ¶ On 11th March 2013, the EU implemented a ban on animal testing for cosmetics. The Body Shop has been campaigning against animal testing for over 20 years so we decided it was something to shout about. We were briefed to get the message across in an accessible way through a window poster and supporting in-store elements. 12
On XX October, we’re presenting the Cruelty-Free International pledge to governments to call for a global ban on animal testing for cosmetics.
YOU SPOKE. THEY’RE LISTENING. THANK YOU FOR YOUR SUPPORT.
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c l a i r e p u rc e l l – s e n i o r c r e at i v e / c o p y w r i t e r
c l a i r e p u rc e l l – s e n i o r c r e at i v e / c o p y w r i t e r
amie Oliver ¶ I co-managed the marketing campaigns for Jamie Oliver’s cookery books. He’s a hugely valuble Penguin property and his marketing campaign for 14
Jamie’s Great Britain was used extensively across the UK. The bold copy line made sure it was an unmissable launch in the busy Christmas period. 15
c l a i r e p u rc e l l – s e n i o r c r e at i v e / c o p y w r i t e r
awn French ¶ British ‘National Treasure’ Dawn French chose Penguin Books to publish her first novel, A Tiny Bit Marvellous. As part of the preawareness campaign, books were posted out to major UK book retailers to drum up support for the launch. Dawn gave her permission to send out an accompanying letter that appeared to be from her – which I was responsible for writing.
Dear Amazon Customers, or ‘Beloveds’ as I prefer to call you, I am very excited that you’ve landed on the book pages of Amazon.co.uk and are perusing for a new read. Perhaps you’re looking for something that will amuse you, something emotive, something . . . a tiny bit marvellous perhaps? Now I would never want to try and influence a reader’s decision, not even a tiny little bit, I think you’re marvellously capable of choosing for yourself. On a teeny tiny aside, as it happens, I’ve written a novel. It’s called A Tiny Bit Marvellous, and it’s a story about that weird group of strangers that we call relations. If you were to read it, you’d meet Mo, Dora, Peter, Dad, and Poo (the dog) – a modern family lurching towards meltdown.
c l a i r e p u rc e l l – s e n i o r c r e at i v e / c o p y w r i t e r
Dear Waterstones Manager, or ‘darling’, as I prefer to call you. I wanted to write to you about a new author from Penguin Books that you may have heard of. Me! After writing my autobiography Dear Fatty two years ago I was bitten by the writing bug and realised that despite a background in acting, my heart is really in writing. A Tiny Bit Marvellous was a real labour of love, and I promise that I wrote the whole thing myself. By hand. With a pencil. So now that I’m an author (or will be as of October 28th) I thought I ought to start behaving like one. Gone are the glamourous red-carpet days of The Vicar of Dibley or French and Saunders. I’ve started taking solitary walks across moorland and along windswept beaches. I’ve stopped brushing my hair. I’m on a strict diet of black coffee and biro-ends. And cake. LOTS of cake. Great diet. It’s a bit nerve-wracking but I think both the book and I are ready – and I’ve enclosed a copy for you to enjoy ahead of the on-shelf date in October. I really appreciate your support – and really, really hope that you enjoy my book. Big love, and here we go!
So, I hope you have a marvellous time having a little bit of a browse around the site. Thanks for looking this way – and while you’re at it, have a tiny peek here [link to Amazon Dawn French book page] It’s my book. I wrote it. Did I mention that? Yeah. By hand. With a pencil. Big Love,
¶ The poster campaign for A Tiny Bit Marvellous helped to secure the No.1 Bestseller spot for several weeks. It was a bold creative featuring quotes about the book and a very simple signoff line. 16
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c l a i r e p u rc e l l – s e n i o r c r e at i v e / c o p y w r i t e r
c l a i r e p u rc e l l – s e n i o r c r e at i v e / c o p y w r i t e r
omen’s Fiction ¶ A good ‘women’s fiction’ read is a real indulgence. I managed campaigns for major bestselling women’s fiction authors, writing poster lines that either pulled at the heartstrings or offered an escape into a good book.
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c l a i r e p u rc e l l – s e n i o r c r e at i v e / c o p y w r i t e r
c l a i r e p u rc e l l – s e n i o r c r e at i v e / c o p y w r i t e r
rime Fiction ¶ I worked on a few crime fiction launches during my time at Penguin. Readers tend to be fascinated by the macabre and lured by the tense excitement crime fiction has to offer. I thought I’d include a couple of long copy pieces that worked particularly well for this genre.
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Thank you for reading! Please do get in touch for a chat. You can email me on clairepurcell86@hotmail.com or call on 07970 772 764