Consultant
I specialise in consumer brands, primarily in the beauty, wellness, fashion and lifestyle sectors.
After almost 15 years of holding senior roles at some of the UK’s biggest and most prestigious media brands, I’ve created unforgettable cross-platform content, innovative beauty direction and agenda-setting brand strategy. I now offer those services to select clients, primarily consumer brands in the beauty, wellness, fashion and lifestyle sectors.
The services I offer…
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The package: Do you know who you’re speaking to, what they like and what they want from your brand? Words matter, and this encompassing tone of voice package contains a bespoke handbook with all the scripts, templates, D&I crib sheets, glossaries and cheat sheets you’d need to create a consistent messaging for your brand or company. It will cover all areas of your communication, from points of sale through to customer service emails to make sure your message is seamless and unified throughout your brand. This handbook makes it a breeze to hire and brief copywriters or social media editors, because they’ll know exactly what to write and how to say it. As a multi-award winning journalist and editor, I’ve created tone of voice handbooks for small brands through to global fashion houses and I know why language matters and how to use it to really connect to your audience.
How it works: After an initial chat to work out your exact needs, we’ll work out what the handbook needs, followed by a timeframe for delivery. Once it’s delivered, I’ll then run through it with you on a call. And I'll be available for an extra 15 minute call to chat through anything you need clarity on for the following 2 weeks.
Add ons: Select copywriting projects, social media and newsletter templates and content ideas, copy editing.
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The package: Has your team had D&I training? Has it stuck, or made a difference to the way you communicate or what your brand offers? Consumers are becoming increasingly savvy to tokenism in the beauty and wellness industries, and aligning with brands whose values match their own. Use this bespoke D&I training session to upskill your team to be confident and aware of underrepresented groups. We’ll have a crash course into the history and mechanics of exclusion, explore the right language to use, troubleshoot issues you're having and much more.
How it works: I’ll send you a short questionnaire for you and your team to fill out to make sure everything is covered in the workshop. We’ll have a 90 minute workshop on zoom (with a break and space for questions.) I’ll then send you session notes so you have them for reference and will be available for an extra 15 minute clarity call for the following 2 weeks. This is a very open and safe space with room for discussion. You and your team will leave feeling inspired and clued up on how to go forward.
Add ons: bespoke D&I brand strategy for upcoming or ongoing projects.
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The package: Are you a brand, PR agency, creative studio or marketing team looking to really speak to communities, subcultures, minority groups and generations that are currently being overlooked by mainstream brands? If not, you really should be. One of the biggest mistakes I’ve seen during my 15+ years as a beauty editor is the way brands overlook the power of the small, mighty and passionate. I will work with you to identify these groups, design an easy-to-action brand strategy to engage with them, suggest ways to bring them closer and help you deliver your message to turn your audience into a real community.
How it works: We’ll have an initial chat about who you’d like to engage with, and I’ll create a strategy plan of how to engage with them authentically, sensitively and without it feeling like a hard sell. After the strategy plan has been delivered, we'll run through it on a call to chat through any areas you’re unclear on. You’ll leave with ways to reach and create new communities, and widen the impact of your brand or campaign.
Add ons: select copywriting projects, focus group questions and hosting, event/launch script writing, sensitivity reading.
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The package: Is your brand, agency or company poised to launch a new product or service? Perhaps you’ve not had the results you expected on a campaign or you’re looking to launch an entirely new brand into a crowded market. Maybe you just want an informed opinion on what else you could be doing to really make sure your next launch delivers. With over 15+ years experience as a beauty journalist, D&I expert, thought leader and author, I can help you take your launch to the next level and give it an edge over competitors. Whether it’s a short-term project you need help with, or a longer-term initiative, this bespoke package can include everything from copy editing, helping curate guest inclusive guest lists, sensitivity checking and much more. It’s designed for your needs; and to make it super easy I’ll give you options to pick from.
How it works: I’ll send you a more detailed list of what I can help with and think will make the biggest difference to your launch, and we’ll work out the best way to take action. Choose from a one hour feedback session, longer sessions or a monthly retainer session where I’m on call to help you troubleshoot and brainstorm. A consultancy session utilising my broad-ranging experience will give you a leg up on the competition.
Add ons: select copywriting projects, focus group questions and hosting, event/launch script writing, sensitivity reading, creative direction, brainstorming sessions and strategy moodboards.
For more information and prices, drop me a line here.
I’ve worked with…
TESTIMONIALS
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“Anita’s experience in the industry both as a journalist and a brand consultant gives a very unique, detailed and practical look at how to really finesse and cut through to ensure maximum results when pitching. From the angle to the actual approach, creative AND insider anecdotal tips, this was by far the strongest refresh AND new learnings workshop I’ve attended in a very long while.Add to that specific bespoke advice from pre-submitted questions in a confidential and constructive discussion environment, and the “story” here is – SIGN UP. NOW.
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“We reached out to Anita for some consultancy on a brand project we were working on, and she was brilliant. Her thoughts and inputs were spot on and clearly carefully considered. We appreciated the detail with which she responded to the brief, and how genuinely lovely she was to work with. We’ll be coming back for more should the opportunity arise, and would recommend Anita to anyone needing a sharp eye and mind on all things beauty.
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“It is honestly one of the best workshops I’ve been involved in - so interesting, engaging and with so much content to think about. You’ve influenced a lot of how we’re moving forward with everything and I am very grateful to you for that.”
“Anita possesses a deep understanding of beauty trends and has a fantastic ability to translate that knowledge into compelling brand-led content. It is always an absolute pleasure to work together!”
“Anita is one of the most respected beauty journalists in the industry. Her commitment to integrity coupled with a forward-thinking and intelligent approach sets an inspiring precedent to both industry and brands. Through her dedication to challenging conventional norms and consistently pushing traditional boundaries of beauty standards, Anita is an important and influential voice in driving awareness of the issues that often would go unspoken.”
“I wanted to say a huge thank you on behalf of the team for your presentation today. It was incredibly powerful and the feedback from the team following the session has been fantastic. You really challenged us with your thought provoking questions, and we are committed to ensuring this isn’t just a one off but that this is an ongoing conversation.”
“We recently partnered with Anita on a haircare brand launch, she was ever the professional, always sharing insightful and critical feedback. She helped bring to life her experience in a way that engaged our audience, making them think about their own experiences which in turn helped us create the buzzy and engaging conversation we were looking to achieve. She is wonderful to work with and made our jobs easy, and I look forward to working with Anita again.
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“I have worked with Anita for over a decade and her level of beauty industry knowledge and cultural expertise is unparalleled. Anita is a trusted journalist and brand consultant who I consistently approach for beauty insights, trends and brand strategy. She always offers honest and integral advice both to beauty consumers and the beauty industry; I highly recommend working with her.””