Brand personalities; transforming the one time buyer to a loyal customer. A brand pillar of Jecca Blac was education, and blog posts on the website were the place to educate our customers and show off our personality.

Blog posts were sometimes my own brainchild, and sometimes a feature that I would write for the company. For example, the above contouring article was part of a contouring series we used to tease the release of the Jecca Blac contour kit. While I had been asked to do a series of pieces on contouring, what they were about was up to me.

Part of educating our customers was understanding what they needed educating on. The below excerpt is from a piece on contouring for a mature face. This was suggested by several of our customers after I reached out to those on our email list and asked what they wanted to learn more about.

When describing makeup techniques, the language has to be more formal and simplified in order to make it understandable. Many of Jecca Blac's customers are learning about makeup for the first time.

When writing generally about makeup, personal experiences or brand announcements, we were free to take more liberties with the language used. The article below is a more casual discussion piece on the right time to contour.