Coastal Curl

I work in a contract role as the e-commerce and digital marketing manager for Coastal Curl, a hair salon specializing in caring for natural hair textures located in Oakland, CA. I upgraded their e-commerce space and produced haircare bundles for the 2023 holiday season.

I researched and wrote original product descriptions for approximately 75 hair care products and accessories. Through this process, I collaborated with the CEO, stylists, and photographers to execute the roll-out of 10 exclusive hair care bundles.

Writing each product description required researching key ingredient information and then writing descriptions infused with the salon’s bright, friendly brand voice.

Another key aspect of Coastal Curl’s branding as a welcoming and multicultural hair salon is redefining the way we talk about curls and texture. Part of embracing natural hair comes from the way that we talk about it, so I constructed product descriptions that focused on potential hair goals, like hydration or definition, instead of pathologizing frizz or hair prone to knotting. Including different ways that individuals style their hair and could utilize products further supports a diverse client base.

One of this contract’s primary tasks was developing and producing haircare bundles, designed to be given as gifts during the holiday season. As a team, we produced 10 exclusive bundles featuring hair care products, styling tools, and merchandise.

I developed an inspiration board for the product shoot and I was responsible for writing titles and descriptions based on product lists curated by stylists. Creating a cheeky title for the bundle pictured above was key to maintaining a trendy brand voice and attracting customers. By focusing on the variety of ways customers may apply heat to their hair, I emphasized inclusivity and hair health in the description copy.