Meridian Grooming

Introducing grooming for you, and all the hair you’ve got.

Role

Copywriting

Scope

Rebrand

Meridian repositioned from a men’s grooming company to being the first gender-neutral, all-inclusive body grooming brand focused on hair positivity. Once the initial brand positioning and design system was developed, I collaborated with the Pangaea team to build out Meridian’s refreshed brand world by articulating new brand principles through copy across website, digital ads, and CRM campaigns.

Through these strategic touchpoints, the goal was to convince shoppers that body grooming empowered by Meridian is something they want to do, and spend money on, despite cheaper, more prevalent solutions being available.

I’d make a lame joke that things got hairy but it all went gr… well, looks like I couldn’t help myself.

Gone are the grooming tools marketed exclusively for manscaping and smelly balls.

With Meridian’s new target audience in mind, I wrote for a naturally curious, perceptive, and open minded consumer who loves to discover new products while seeking authenticity in the brand itself. With the copy, I reinforced their gender neutral positioning with a conversational and fun voice that I was able to dial up with more personality when the moment called for it. The idea here was to set Meridian apart from competitor brands, without specifically calling them out - essentially embodying the antithesis of these brands in a natural way. Throughout the campaigns, I encouraged customers to have conversations with their friends about Meridian products and grooming in general to evoke the feel that Meridian is sparking a movement towards inclusivity in their space.

Meridian believes in a world where you can experience grooming disentangled from judgment and outside pressure. No matter where you choose to trim, you’re doing the best for your body. Full stop.

For Hair. Anywhere.

• For Hair. Anywhere. •

My goal with Meridian’s new tone of voice was to espouse the values of the updated brand as well as to create a unique personality and POV within their category in the larger CPG landscape.

I created a copy-forward brand experience that promoted a lifestyle the modern consumer is hungry for - an inclusive, self expressive safe space to explore without cultural or societal limits. Given the fact that Meridian positioned as a first-of-its-kind grooming brand, this exercise felt a bit exploratory and introductory.

Going into the website build, the team and I knew that some people would land on the site with full brand awareness while some would be coming in fresh and intrigued to learn more. We aimed to design and execute a new kind of shopper’s journey through high-impact visuals, interesting language, intentional UX pathways, and fresh messaging. The final product is a dynamic and eye-catching website that shifts the conversation on grooming by giving customers the proper tools, access, and freedom to explore different looks and preferences in the personal care arena.