Writing about motherhood stretched me
Frida Mom isn’t afraid to say what most brands tiptoe around—so the copy couldn’t be either. My job was to take clinical, sometimes sensitive products for postpartum care and turn them into short, quippy lines moms actually wanted to read.
I named products, wrote headlines and product callouts for packaging, and created campaign copy for email, social, and web that sold the benefit fast—often in just a few words. Every piece had to be on-brand: bold, real, and instantly clear.
Whether it was a cooling pad liner or a postpartum recovery kit, I found the sweet spot between medical accuracy and emotional resonance. I leaned into Frida Mom’s unapologetic voice, using cultural moments and relatable humor to cut through the noise and connect with an audience that doesn’t have time for marketing fluff.
Notable lines I wrote, with a little backstory:
Layer on the relief.
There are layers to postpartum recovery—pads to catch clots, ice packs to chill sore spots, bandages, and more. All stuffed into whatever underwear is (fingers crossed) strong enough to hold it all together while you feel like you’re falling apart. All this DIY leads to a lot of WTF. Nothing holds, everything stings, it’s a mess. The line “Layer on the relief” speaks to this truth—that women take postpartum recovery into their own hands, literally—but with Frida, there’s a better way: a 5-step regimen that covers all the needs (cleaning, soothing, absorbing, healing, and support) including underwear to hold it all together. The line was used on the Frida site.
Because even celebs need to keep it all together.
Postpartum selfies are a thing. When Suki Waterhouse shared a selfie proudly sporting the Frida postpartum underwear, we needed a line that celebrated her postpartum recovery candor uniting all postpartum moms in the struggle and highlighting the benefits of Frida’s product. The line was used in email, social posts and stories.
Care for your pair.
At Frida, they’re always looking for lines that say the most with as few words as possible. I came up with the line “Care for your pair” to speak to Frida’s breast care line, acknowledging that caring for your breasts should be a part of the breastfeeding conversation, not just feeding baby. This line was used in emails and on the site.
Ace the stretch rehearsal.
When Frida needed a quippy product tagline for their new Perineal Massage Wand that helps reduce tears during birth, I jumped at the chance to write something catchy and that made good use of play on words. The line speaks to the use of the product—massaging the perineal area is “rehearsing” a stretch to support skin’s elasticity there—in a way that’s engaging and social-forward instead of clinical.
Pop your peri cherry.
The ask was for a line to introduce moms-to-be to perineal massage and its benefits in a friendly and social-forward way, and to reassure women that the wand and instructions are easy enough to use even if they’ve never done perineal massage before.
Because nursing does a number on nips.
All-of-the-above boob relief.
Embracing the breastfeeding struggles and the very real need for support from latching on to weaning time is always a topic of conversation at Frida. I came up with catchy, quippy lines to acknowledge every pain in the boob and solution to address it.
