A New Voice for ESSENCE Beauty Box

ESSENCE Magazine has earned the love and respect of African American women for decades, providing trusted beauty advise from experts and celebrities alike. However, to younger readers, the brand can sound more like your cool Auntie than your close girlfriend. 

The ESSENCE team tapped Show & Tell to create a new voice that differentiated the new Beauty Box from their parent company, and connected with a younger demographic. Our team wrote a new brand manifesto, tone of voice guidelines, direct mail copy and a new tagline that reinforced the company's commitment to celebrating African American beauty.

Tracey Coleman