A.S Watson is the world’s leading health and beauty retailer and the group British high street heroes like Superdrug, Savers and The Perfume Shop.

The group’s in-house agency, eLab, create all kinds of engaging content for the brands including blog articles for Superdrug, The Perfume Shop and Marionnaud. But, naturally, blog rolls are greedy beasts that constantly need feeding. And sometimes, they need an extra pair of hands to cook up some juicy SEO copy with a newsy twist, from the latest skincare saviour to wellbeing advice.

I teamed up with their lead in-house copywriter, to give their brands a bit of blog love. Each article brief was simple – an idea of the angle (eg. Lilac nail art trend), the beauty brand it was for, and the rest was down to me.

For each article, the challenge was to create engaging content that incorporates SEO principles and key products, in the right tone of voice for the brand, while adding a dash of originality and value. For me, wearing different ‘tone of voice’ hats for the different branded blogs was super easy and it meant that often similar content (eg. The latest beauty trends) could be approached in a whole range of creative ways depending on the brand in question.

Whatever the topic, I went IN. I researched, I optimised, and I wrote from the heart – while honouring important brand stuff like tone of voice and house style. After writing 50+ articles over the course of 4 months, the articles that stay on my mind are those I wished were around when I needed them the most. Blog articles on things that I would frantically search for in the dead of night, like ‘what do I really need to pack in my hospital bag’ and ‘how do I ease lockdown anxiety.’

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