Client Challenge:

Meg Maenus is a hair stylist and colorist in Texas. She was looking for a writer who could reflect her salon’s comfortable, relaxed, come-as-you-are vibe on her website’s copy. She wanted to walk the delicate line of establishing a welcoming energy for all while also attracting responsible clientele who were able to consistently meet her prices and follow through with scheduled appointments. It was additionally important to Meg that she honor her deceased daughter on her website, who she lost in a late-term miscarriage. If Meg could be real about what she had been through, then she knew she could establish a safe space for other clients in her chair to do the same. I was touched to be trusted with this important task, knowing full well the healing power that comes from writing your truth.

My Solution:

In Meg’s copy, I challenged the conception that luxury and high-end spaces are devoid of personability and warmth. My copy is playful, friendly, and real, evoking the kind of gal pal that any woman would hope to find in her hairstylist. In a sincere tone, I make space to tell the most painful chapter of Meg’s story—losing Mila—which in turn inspired her to make her daughter proud and pursue her dreams of opening her own business. While the website’s writeups celebrate these deep values of legacy, natural beauty, and female solidarity, they also emphasize the importance of investing in quality hair care. Textured by Meg’s messaging promises high quality treatments that are designed to last. The luxuriousness of her custom color and extension services will inspire women who are willing and able to make the commitment to their hair to show up time and time again. That’s a win-win solution for both Meg and her happy clients!

Tone of Voice

• Warm
• Welcoming
• High-end

Notable Lines: