GIFT GUIDE AND PRODUCT COPY
GIFT GUIDE AND PRODUCT COPY
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Every year, the goop holiday gift guides are one of the brand’s most anticipated (and publicized) campaigns. For the 2023 edition, I wrote taglines and product copy for items in the fashion and food and home verticals, conducting in-depth research and highlighting each product’s most compelling features to drive conversion.
TRAVEL LISTINGS
TRAVEL LISTINGS
Avid travelers turn to goop’s popular City Guides for editor-vetted recommendations on where to go, stay, and eat. I researched and visited the below destinations to provide service-forward content and further cement goop’s authority and credibility in the travel space.
SOCIAL MEDIA
SOCIAL MEDIA
With over 1.8 million followers on Instagram, goop’s social accounts are a key channel for announcing new product launches and educating customers about its fashion and beauty offerings. I created the following social media mock-ups to increase customer awareness of the goop Beauty line and spotlight key benefits.
EMAIL AND ADS
EMAIL AND ADS
For goop, emails have always been part of its DNA (after all, the company started in 2008 after Gwyneth Paltrow penned a newsletter with recipe recommendations). Below is an email mock-up for the G. Label by goop clothing line, featuring one of the brand’s hero products, as well as two house ads. In all cases, the goal was to sell goop as not only a brand but a lifestyle.
© 2025 by Margaret Willes
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