Groom — Copywriting & brand voice

Groom is a family-run beauty salon based in Selfridges, catering to a high-end clientele.

Working closely with the marketing manager and CEO, I created brand and product copy that balanced the salon’s premium positioning with its relaxed, approachable personality.

Achievements

• Wrote and edited product descriptions and website copy across the brand.
• Developed names for new products, helping turn treatments and products into distinctive, marketable propositions.
• Helped establish and maintain a consistent premium but laid-back tone of voice across digital content.
• Worked directly with senior stakeholders to translate their vision for the brand into clear, engaging customer-facing copy.
• Experienced treatments first-hand to inform the writing. Want to know what a chemical peel feels like? I’m your man.