“When you read Helen's copy, it becomes the voice of the brand. She has a gift for taking the brand personality and making it shine through in every word she writes. When I read our product copy – I hear Jemma Kidd's voice.”

grace fodor, managing director, jemma kidd make-up

Concept Development and Naming

Jemma KiddClient: Jemma Kidd for Boots

Brief: Jemma Kidd, A-list celeb in her own right and make-up artist to the stars, set up her own make-up academy to train new artists. Gradually she became convinced that women in general lacked basic skills in applying make-up and she decided to create her own range which placed education at its heart.

Naming, range architecture and full pack copy for 100+ SKUs for launch in Boots. Point of Sale, supporting leaflets, postcards and website were also developed in partnership with The Design Conspiracy.

Results: Jemma Kidd was a top-selling brand in Boots for several years, before managing to upgrade to Space NK (to better support the make up academy proposition). The fashion spin-off range JK is sold in Target in the US and through asos.com.