As an editor, trendspotter, traveller and blogger, I’m able to keep my fingers in lots of beauty pies, so to speak. My interest in the field – whether it’s gained whilst snapping shelves in bespoke boutiques in Paris or trying out the very latest London facial – has always been unwavering and has led me to branch out into consultancy and copywriting.

Over the years I have worked with several different companies, the first being Harvey Nichols, where I was employed by the Press Office to produce the ‘all new’ HN website. I re-wrote everything, including all beauty, fashion and living copy – the result was a dynamic and fresh online package – along with HNews, one of the first ‘style in your inbox’ e-letters ever launched by a fashion retailer. I cut my teeth there, learning lots, but also becoming a versatile writer who was just as happy exploring Homeware collections as I was extolling the benefits of the latest Sisley cream.

Since then, my interest in fashion, beauty, culture, the arts and emerging trends (particularly Arts, Literatute and Social) has continued to inform everything I do. I read widely: everything from Teen Vogue and Bitch magazine, to AL Kennedy’s fantastic book blog for The Guardian – alongside a spinning wheel of around 80 different style, beauty, travel, arts and culture blogs every day.

Over the years I’ve worked on material for several high-profile products & campaigns – including:
Two campaigns for L’Oréal playball
E45 Press Material and positioning of new anti-ageing launch
Managing a national media campaign for Clairol Perfect 10
An international organic anti-ageing brand, to launch late 2012
On-trend advertorials for L’Oreal, Wella and Label.m.

I’ve also provided honest & detailed feedback to PRs regarding the ‘public perception’ of their brands – including Max Factor. Trend-wise, I’ve produced beauty wrap-ups for Toni&Guy Magazine for several years running, highlighting key catwalk trends with snappy reportage and commentary, and have also produced trend previews and reports for ASOS magazine and trend-led editorial content for ASOS.com.

If you feel that my experience, gained during 10 years in the industry, could benefit you or your company, or if you would like more information on the bespoke consultancy or copywriting solutions that I am able to provide please email me on eminealirushton@gmail.com to find out more.