What's in a name? A lip gloss shade, a skin creme, the title of a novel, a song or faerie tale.. Every name tells a story. Identity. It's a psychic fingerprint. And then—there is the story, the theme, the script. The words that evoke the secret of a perfume. Words clarify the visual experience. Words are essential, even if they are behind the scenes inspiring a visualization. Words create BIG IDEAS. Words elevate images—make us see and feel them in their fullest glory. They tell intimate details, describe how mascara curls, romance the dress, create the poetry—words read between the lines. Laren's A Tartan Tale for MACinspired Tim Walker to create set designs and a magical shoot.
As editorial director of M.A.C. for 12 years, Laren managed a team, established and maintained the brand's voice across all channels from its three websites, to print to direct mail. She also edited its quarterly magazine and created an inspiration library at the M.A.C Pro store.
Clients: Jo Malone, Aveda, Bergdorf Goodman, Bloomingdale's, Coach, Dana Buchman, DKNY, M.A.C, Prescriptives, Creme de la Mer, Victoria's Secret and several boutique agencies.
Laren has worked on the following voice/brand collateral:
Fashion, Beauty, Skincare
Pro & Consumer Product Descriptions