Monika Heiligmann
Monika Heiligmann is a luxury lip care brand positioned within the high-end - luxury beauty market. This international brand caters to women seeking non-invasive treatments to care for their lips, enhancing their volume and definition. Pioneering and innovative, the brand’s beauty formulations are crafted with a synergy of active ingredients sourced from nature.
The Monika Heiligmann lip care collection includes a range accessible to all and a professional line exclusively designed for aesthetic surgeons, clinics, and beauty experts.
Ruben and Monika, the founders of Monika Heiligmann, were in search of a luxury marketing consultant to guide them in the successful launch of their premium beauty brand. They entrusted me with the challenge of highlighting formulations born from advanced scientific research in collaboration with doctors and beauty professionals, while showcasing the brand’s identity and desirability inspired by Paris, aimed at its private clientele.
- Market Benchmark (beauty, skincare, luxury industry)
- Branding: Defining product names and naming the color range (EN/FR)
- Luxury Copywriting: crafting brand webpages (in English)
- Product Landing Pages & Sales Copy: creating compelling product pages and sales arguments (in English)
- Client Brochure (in English)
- Editorial Elements for Product Packaging: developing packaging copy (EN/FR)
- Newsletters & Welcome Emails: copywriting - tailored content for different audiences (B2C, B2B – in English)
This project was conducted in English
Branding & Naming
Successfully establishing a presence in the luxury beauty sector is a challenge for any emerging brand.
Founded by an international duo, Monika Heiligmann draws inspiration from Paris and the uniquely French vision of beauty: a blend of effortless elegance and natural allure. To highlight this perspective, I crafted a tone of voice and taglines that emphasize the brand distinctive approach. Positioning the luxury brand as an "atelier skincare" and integrating French expressions like avant-garde skincare untranslated into English reinforced its French identity.
As a freelance branding consultant for Monika Heiligmann, I was tasked with naming their lipcare treatments. I created evocative names in both English and French, designed to capture the products' benefits and sensorial appeal.
For the various iterations of their Élixir de Volume lipgloss, I developed poetic names that reflect the brand’s Parisian and French essence, perfectly tailored to its international clientele.
Web Copywriting
Brand Webpages
It is essential for a brand to present itself clearly and memorably to its audience. E-commerce webpages are not just for selling—they serve as a platform to express your vision and build your brand reputation!
For Monika Heiligmann’s web pages (including its Homepage and About Us page), I carefully structured the editorial content to be clear and engaging. Strategic use of headings, subheadings, paragraphs, and quotes captured the visitor’s attention while creating an intuitive reading experience.
Founded by a team of scientists and built on advanced cosmetic research and patented formulations, the brand's communication reflects its professional expertise in beauty. The web copy conveys this authority while remaining accessible to a diverse audience of B2B and B2C customers, blending technical credibility with customer-centric storytelling.
Poducts Landing Pages
Monika Heiligmann develops non-invasive lip enhancement treatments for clinics and aesthetic practitioners, as well as cosmetic care products available to individual customers. For this copywriting project, it was essential to maintain a dual focus on both target audiences.
Rich in information—covering ingredients and formulations, product benefits and effects, application techniques, and clinical trial results—the product pages required careful structuring and selection of editorial elements to inspire trust and drive purchase decisions.
Both the website and product pages were written entirely and exclusively in English, ensuring precision and alignment with the brand's professional and international positioning.
Packaging
For both e-commerce and physical retail brands, packaging deserves meticulous attention.
Packaging and product boxes should not only spark desire and curiosity but also clearly communicate essential information about product use and application.
I carefully defined the key elements for the packaging of the brand's skincare products (including product cases and gift sets) to ensure cohesive branding and reinforce the luxury positioning of the brand. The elegant gift box and its brochure were showcased to journalists and influencers during the Cannes Film Festival, enhancing the luxury beauty brand’s prestige and visibility.
Client Brochure
To introduce its range of lip treatments and care products to both private clients and professionals, Monika Heiligmann entrusted me with the copywriting and creation of its brand brochure in English.
Distributed during trade shows and events or sent via email, this brochure is a key element in the brand's acquisition strategy.
