When 'blur' products became the hot new addition to the skincare/make-up market, The Body Shop wanted their offering to stand out. As Senior Copywriter, I was tasked with coming up with a name that would appeal to a millennial customer, and get across the instantaneous benefit of the product.

The result: Instablur. With a snappy name made for the selfie generation, it became The Body Shop's fastest-selling make-up product in a decade.