lululemon Australia & New Zealand
E-commerce, email, social media, digital marketing
My work for lululemon began in 2019 when I became the social media lead for lululemon New Zealand and continued throughout 2020-21 when I stepped up into the Digital & Social Media Lead role for the entire Australia & New Zealand region. Since leaving the company, I have kept close ties, professionally and personally, with the team.
I am regularly contracted to write e-commerce, email, organic social and paid advertising copy for weekly product drops and seasonal campaigns.
My approach
Contrary to common practice, it isn’t a matter of saying the same thing differently — especially not for a brand like lululemon; the feeling of lululemon is unrivalled in the industry.
I write to create a sensory experience, carefully choosing words and expressions to better stoke the feeling dimension. Wordplay is one of my key tools, as is the ability to tailor the tone to suit the campaign and categories (e.g. men’s casual vs. women’s running), while always aligning with brand voice.
As the brand evolves, so does the way I write. Over the years, the tone has shifted to better engage younger generations and copy deliverables have expanded to encompass new platforms, including Pinterest and TikTok. I look forward to continue growing with lululemon.
Scroll to read my work ⇣
"Loungewear with maximum comfort for every play, and unmatched softness for every pause.”
For this women's landing page, the use of contrast and alliteration ('play' and 'pause') convey the collection's versatility with a sense of rhythm.
Superlatives also land lululemon's premium quality: 'maximum' and 'unmatched'.
"No dampening your style. Soft, weather-ready layers to save for a rainy day."
“In your shorts era. Cool, comfortable, capable of anything. Every pair’s as adaptable as you.”
Wordplay ('dampening' and 'save for a rainy day'), alliteration ('cool, comfortable, capable’) and a punchy, empowering tone strike a balance between playfulness and sophistication — to match the fresh, edgy styling.
"Play it cool. Light monochrome tones. Breathable, airy fabric. This shirt can hang."
“Set in stone. Match in Marble Meld for sculpted yet relaxed style.”
For lululemon men's casual wear, my word choice gave little nods to the print name, Marble Meld ('stone' and 'sculpted').
I also used idioms to creatively communicate the breathability and tailored nature of the shirt ('play it cool' and 'this shirt can hang').
"Say it boldly, softly — in a lightly structured Softstreme™ set that looks refined and feels relaxed."
For this women's landing page, I created a playful, poetic tone to match the visual's elegance and expression: I used contrast ('boldly, softly') as well as parallel structure and alliteration ('looks refined, feels relaxed').
"These skirts keep up.”
People largely decide to open or delete an email based on the subject line. And so, subject lines are never an afterthought for me. This one is written to hint to the content, while creating intrigue.
"Understated elegance. Classic pintuck detail. Smooth Softstreme™ fabric. Sleek yet comfortable fit.”
“It speaks volumes. Confidently take up space with a subtle bubble hem and perfectly oversized sleeves.”
The soft draping of this collection was a standout — and so I used some wordplay to draw attention to it ('it speaks volumes' and 'take up space').
I also used emotive language to tap into the feeling dimension lululemon is loved for: 'elegance' and 'confidently'.