In Support of Feminine Balance
A few months ago while updating this portfolio site, I wrote these words for the first time: Copywriting for businesses helping to restore feminine balance to the world.
I knew I’d need to define what I meant by “feminine balance” (what first draft has ever been perfect?), but writing those words offered valuable clarity, illuminating something that had been present all along in my 13 years as a copywriter and brand creator. It was my own brand positioning statement coming into fruition and lighting my way forward.
But first it took me back.
Over the course of my career as a copywriter and strategist, the vast majority of the companies and clients I’ve supported have been in service of bringing balance to industries overemphasizing the masculine, like:
Cleaning up performance skincare and personal care formulas
Reducing pollutants and toxins in our home care products
Supporting biodiversity and farmland wellness through thoughtfully grown food and ingredients
Facilitating mental and spiritual wellness through community and self-care
That’s what I meant by “feminine balance.” And the pull toward brands fostering health and wellness for people and planet wasn’t surprising to realize – those are values near and dear to my heart and that I purposefully set out to support.
But as I reflected further on where I’ve been and where I’m going, I realized something.
Since becoming mother twice over — a journey that tuned me into the subtleties and cycles of my body in a new way — there’s a subcategory within health-driven brands that has captured my focus: those offering wellness solutions for women’s unique bodies and cycles.
Most of us know either logically or intuitively that the majority of our healthcare practices and insights are based on studies of men’s bodies and cycles. It wasn’t until 1993 — let me repeat that: NINETEEN NINETY THREE — that women began being included in clinical trials.
So the catchup we have to do in women’s healthcare and body knowledge is great and the plethora of female-founded women’s wellness brands encouraging.
With all that in mind, today I’m excited to publish my refined brand positioning statement, the north star that is less about defining a new direction – I’ve brought prenatal vitamins, period care, and maternal wellness platforms to market – and more about honoring the truest center of this consultancy.
Without further ado:
Copywriting for businesses supporting women’s unique bodies and cycles.
Here are the types of stories I’m eager to tell, some right in line with what I’ve been doing over the years and some more unique:
Cycle syncing to optimize women’s energy and vitality (like Marea and Flo Living)
Personal care tailored to women’s cycles (like Womaness and Stripes Beauty)
Healthcare offerings that honor women’s unique bodies and needs (like Evvy, Jovi and Origin)
Herbal, holistic & lifestyle methods for improved wellness (like Enuf and Veracity)
Matrescence and maternal mental health support (like Bodily, Bird & Be, and Needed)
Any business that has taken time to pause, reflect and define strategy knows it isn’t easy to do when there’s a business to run, but the clarity and invigoration that comes from it is well worth the temporary pause. The masculine would have us keep pushing forward. The feminine knows where in the cycle to push and where to pause.
If you’re a brand, collaborator, fellow advocate of feminine values, or anyone else who this resonates with, feel free to grab some time on my calendar. I’d love to connect.