If you want to connect deeper, grow smarter, and stay ahead of what’s next, you’ll probably love what I have to offer.

Your brand deserves more than a trend cycle. I bring the insight, strategy, and story to make it last.

Brand Development & Identity Systems

Uncover your brand’s deeper story, the emotional current, cultural signal, and nuance your audience actually connects with. I help beauty and wellness brands build identities that resonate beneath the surface and for years to come.

    • Competitive & Cultural Landscape Mapping
      A high-level analysis of your category and cultural context, designed to clarify how your brand fits into the space and how to stand out.

    • Brand Discovery Session
      A collaborative deep dive into your values, personality, audience psychographics, and positioning goals. This becomes the foundation for strategic, aligned decision-making across every brand touchpoint.

    • Brand Narrative Framework
      A compelling origin, purpose, and personality articulated into a clear story that resonates emotionally and strategically.

    • Messaging Pillars & Language Architecture
      A structured messaging system that outlines your key storytelling angles, tone of voice, CTA ideas, and audience-specific phrasing. Think of it as your brand's verbal blueprint.

    • Brand Differentiation & Positioning Audit
      A strategic evaluation of your brand’s unique edge, including competitor analysis, tone gaps, whitespace insights, and how to better articulate what makes you different.

    • Naming Exploration (Brand + Product)
      Curated, research-backed name options that reflect your tone, ethos, and positioning, complete with availability checks and rationale for each option.

    • Tone of Voice Guide
      A document that defines your brand’s verbal identity across touchpoints, with voice descriptors, sample language, and writing guidelines to keep things consistent.

    • Visual Brand Moodboard
      A strategic inspiration board outlining your brand’s aesthetic territory, including color palette, typography, photography style, and design direction aligned to your audience and emotional tone.

Trend Forecasting & Cultural Intelligence

I don’t just report trends, I interpret them. My work blends emotional intelligence with market insight to uncover what’s next and why it matters. I help beauty and wellness brands stay ahead by understanding the cultural undercurrents shaping consumer behavior and category shifts.

    • Tailored Market Research Reports
      Custom reports focused on your specific category, with actionable insights pulled from trend movement, consumer behavior, ingredient signals, and storytelling shifts.

    • Cultural Theme & Consumer Behavior Mapping
      A deep exploration of the emotional and cultural forces influencing your audience today, and how to align your brand with them authentically.

    • Category & Competitor Forecast Decks
      Forward-looking maps of how your category and competitors are evolving visually, verbally, and strategically, along with whitespace and opportunity identification.

    • Whitespace Analysis & Opportunity Spotting
      A breakdown of what your brand could own that no one else is claiming, whether it’s a tone, product format, emotional promise, or visual territory.

    • Strategic Implications & Brand Recommendations
      Insight without application is noise. I connect the dots between research and execution with clear, thoughtful next steps tailored to your goals.

    • Go-to-Market Cultural Moment Mapping
      A calendar or strategy map aligning your launch or campaign with key cultural trends, seasonal signals, or under-leveraged moments in time.

    • Positioning & Brand Evolution Strategy
      For brands at a pivot point, I help reimagine positioning in a way that balances relevance with long-term resonance. Includes updated narratives, audience shifts, and tonal refinements.

    • Visual + Verbal Refresh Direction
      High-level guidance on how your look, feel, and tone should evolve based on where your consumer and category are headed.

    • “Next Chapter” Brand Vision Map
      A strategic visioning deck outlining future brand direction. This includes emotional tone, messaging shifts, aesthetic direction, category whitespace, and cultural themes.

Product Marketing & Innovation Consulting

You don’t need more product ideas. You need the right ones. I work with brands to craft future-facing, strategically positioned assortments that align with cultural insight, retail viability, and consumer desire. From whitespace to launch day, I help brands build with purpose and sell with clarity.

    • Product Assortment Audit & Optimization
      A full breakdown of your current lineup. What’s working, what’s not, where redundancies or gaps exist, and how to improve flow, logic, and performance.

    • Whitespace Mapping & SKU Ideation
      Culturally informed recommendations on what to launch next. Format, benefit, ingredient, and story, grounded in real consumer demand and brand alignment.

    • Strategic Launch Roadmap
      A timeline and phased plan for bringing new products to market. Designed to optimize novelty, reduce cannibalization, and align with seasonal or cultural moments.

    • Innovation Concepts & Product Storylines
      Original product ideas and supporting stories rooted in trend, need state, and emotional resonance. Built to excite both consumers and retail partners.

    • Hero Messaging & RTBs (Reasons to Believe)
      The key language that communicates what your product does, why it matters, and why your consumer should care. Tailored for packaging, web, and sell-in.

    • Claims Language & Emotional Hooks
      Specific wording recommendations that combine benefit-driven messaging with sensorial and emotional appeal, within a compliant framework.

    • Product Naming & Positioning
      Naming options that support the product’s personality and category strategy, paired with positioning language that makes it feel essential.

    • Launch Messaging Framework
      A modular language system for use across digital, packaging, email, and campaign materials. From tagline to CTA, mapped to consumer mindset.

    • Retail Sell-In Strategy & Deck Input
      Messaging and positioning input for retailer-facing decks. Designed to make your product feel credible, needed, and timed perfectly for the market.

Copywriting for Beauty and Wellness Industries

I write with precision, intention, and cultural fluency. Whether your tone is sensorial, clinical, playful, or polished, I help brands speak in a way that’s emotionally resonant and strategically sharp. Every word is grounded in who you are and who you're speaking to.

    • Packaging Copy
      Clear, compelling language that aligns with your tone, claims, and brand story. Includes front-of-pack, side panels, and product usage instructions.

    • Website Messaging & Product Descriptions
      From homepage headlines to ingredient stories, I write copy that captures attention, explains benefits, and builds trust from the first click.

    • Campaign Promos & Taglines
      Short-form copy that cuts through. Built to carry a launch, capture attention, and align with your campaign concept and cultural moment.

    • Email Marketing Copy
      Lifecycle-based or promotional email copy that builds relationships, boosts engagement, and drives conversion. Always written in your brand’s unique voice.

    • Brand Pitch Decks & Messaging Kits
      Foundational messaging tools that help internal teams, partners, and press understand who you are, what you stand for, and how to speak about you.

    • Naming Exploration (Brand + Product)
      Strategic, insight-driven naming options backed by rationale and aligned with your tone, audience, and category goals.

    • Foundational Copy Vault
      A bank of core messaging elements. CTAs, benefit blurbs, tonal variations, and intro lines that internal teams can pull from repeatedly.

    • Voice of Brand Guide
      A practical guide that outlines how your brand should sound. Includes voice descriptors, tonal shifts by platform, sample language, and writing guidelines.

    • Campaign Messaging Deck
      A full narrative system for a launch or seasonal campaign. Includes hero lines, hooks, and suggested social captions, all aligned to your tone and strategy.

What It’s Like to Work With Me

  • “Shir has this rare ability to blend creative intuition with strategic clarity. She asks the right questions, pushes the work further, and somehow makes the process feel seamless and inspiring. She quickly became my go-to for anything brand-related.”

    Stephanie O’Brien

    Head of Marketing at Garcoa Inc.

  • “Working with Shir is like having a cultural translator, strategist, and copywriter in one. She brings sharp insight and an incredible ability to distill complexity into clear, compelling direction. Every time we worked together, I felt more confident in Mavenaire's next move.”

    Johnny Tran

    CEO & Founder at Mavenaire LLC.

  • “I felt a tangible shift in how I thought about my design work after working with Shir. Her insights helped me reposition my storytelling and unlock a more powerful identify ,all grounded in cultural relevance and smart strategy.”

    Gabby May

    Founder at Gabby May Studios

  • “Shir has an incredible gift for seeing what’s next and knowing how to help a brand get there. She brings a mix of cultural fluency, strategic depth, and creative thinking that’s rare to find. When Shir is on a project, I know the work will be smart, intentional, and ahead of the curve.”

    Harley Benson

    Marketing Manager at Garcoa Inc.

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