Expertise is knowing why ‘hydration’ and ‘moisture’ aren’t the same.
For beauty brands that need their communication to be as precise as their formulas.
THE WORK
WHAT I DO
Creativity over cliché. Fact over fantasy. Cohesion over confusion.
After working in print journalism, public relations, and digital content roles, I launched my beauty communication service in 2021 (originally called Hadley Co.). I support brands with their voice, messaging, and expression: from big-picture projects like contributing to brand strategies to the finer details like refining names and claims. Above all, I help brands communicate as industry leaders, not just participants.
INDUSTRY CREDENTIALS
Certificate in Cosmetic Labels and Claims from Institute of Personal Care Science
Undergraduate Certificate in Dermal Interventions from Australasian College of Health and Wellness
Associate Member of Accord Australasia
“We love working with Amy as she’s able to easily understand a brief and always exceeds expectations with delivery. Amy has a great ability to think ‘outside the box’ and look at words from a different perspective. There is no creative challenge too great for Amy and that’s why we continue to work together. Her depth of understanding of cosmetics and skincare makes her an asset to our team.”
Michael Porter, Co-Founder, Skin Control.
MEET AMY
ABOUT ME
Beauty is as much about the senses as it is about the science.
One of my first beauty memories was learning to apply mascara at age five. (I was excited to get ready for my ballet concert, but not for anyone to come near my eyes with that spoolie!) Over the years, I’ve developed the perspective that if something earns a place in my routine, it should be at least two out of three things: easy, effective, and enjoyable.
I also appreciate that beauty touches multiple disciplines and fields - chemistry, technology, art, health, identity, behaviour. Then there are matters of efficacy versus perception, regulation versus expectation, and the sometimes blurry space between them.
Since this industry is dynamic and dimensional, I believe your brand’s thinking should be too. I encourage clients to look at limitations creatively to develop thoughtful brand communication: something longevity and loyalty can’t exist without.