Copywriter // Alo Yoga

background

Alo Yoga is a LA-based premium lifestyle brand rooted in spreading mindful movement, inspiring holistic wellness, and building a global community. Since launching in 2007, Alo has become a global leader in luxe activewear & streetwear, clean beauty & skincare, and online fitness platforms.

target & goals 

At Alo, I left no form of copy untouched. Between product descriptions for PDPs and hangtags, paid advertisements, blog management, landing pages, global messaging for new drops & campaigns, social media copy, email copy & site copy, I was entrusted to bring the Alo voice to life across every channel & touchpoint.

my special ingredient 

Since starting my first project with Alo in January of 2021, I’ve witnessed an evolution of the target audience and the consumer population at large. People want to connect on a deeper level with brands; that is, they want to feel an authentic story that’s cohesively weaved through every step of the way. And on top of that, they’re wiser. They want smart copy that, yes, tells them what the next step is, but builds rapport within 5 words before pointing them where they should go next. After heading Alo’s very-first persona project that dove into the unique target audiences that currently shop as well as audiences we’d like to get shopping, I constructed a voice that is equal parts strategic, moving & authentic.