The idea of this organization is women helping women to sharpen their pen, and by extension their power. As a girl growing up in Ukraine, I devoured novels because they gave me access to worlds outside of my physical reach. Girls Write Now helps young women build the confidence to share their voices, using the written word as an instrument of change that travels across distances and cultures. —Alina Roytberg, Co-Founder of Fresh
Girls Write Now is proud to partner with Agent of Change Fresh, embracing our joint mission to amplify diverse voices and create a pipeline of talent into the beauty and lifestyle industry.
Girls Write Now’s employee engagement workshop—From Passion to Product—was hosted by Fresh Co-founder Alina Roytberg & CMO Tennille Kopiasz, and featured presentations from Fresh Product Development, Operations, Marketing, Storytelling, Creative, Campaign, Digital/Social, Communications, Legal & Education.
In 1991, Lev Glazman and Alina Roytberg, Russian immigrants living in Boston, conceived of Fresh as a line of beauty products that were natural and luxurious and sold in stores that would have the feeling of a European market. When they couldn’t find products that met their standards, they began making their own. Fresh products are based on Lev and Alina’s personal history and travels, and they build on rituals, traditions, and recipes they find in cultures around the world.
In Girls Write Now’s workshop with Fresh, “Mentors for the Day” (Fresh employees) and Girls Write Now Mentees explored the role that writing and storytelling play in the development and marketing of Fresh beauty products. Key departments at Fresh presented their role in bringing a product to life—from ideation and development, to marketing concept, to brand storytelling activation, and consumer education and eventing. Following Fresh’s presentation, mentees broke off into small groups facilitated by mentors to develop their own marketing concepts for a new launch. The event culminated with mentees presenting their ideas and receiving feedback from Fresh.
The impact was in many ways immeasurable. That said, quantitative and qualitative survey data indicated that nearly all employees and mentees felt strongly that the workshop was helpful, inspiring, a good use of time, and worth coming back for and recommending to a friend!
Mentees also showed dramatic growth: Before the workshop, most had no understanding about how writing is used in product development, marketing/branding, or even what a tagline is! Nor had they any idea you could get a job writing in a beauty company! After, they had created their own brands and language, and couldn’t wait to pursue careers inspired by their experience.
Some mentee testimonials:
I learned so much about beauty and what it truly means to feel beautiful. —Maxine Babb
I loved chatting about beauty products and the industry—it really made me feel like the future of the beauty industry could represent my opinions. —May Hathaway
Getting to work with Fresh mentors to design a lip product, I felt that I could have an impact. —Claire Giannosa
I loved how everyone aimed to make the industry more inclusive <3 and accepting”—Alessandra Olivieri
A standout moment for me today was seeing how in a few words you can tell the story of a whole product.
Dear Fresh, I really loved getting to look around you beautiful offices! And getting to create and pitch our own original products! —Michelle Chen
#BeABossInYourGloss! —Kirstie Saunders
“I loved having the opportunity to interact with so many difference personalities and such inspirational girls”—Mentor Roshnee Mirchandani, Fresh Project Coordinator
“My mentees felt beauty in their own special way. Laila said her hijab made her feel beautiful. Daniela loves her curly hair. Jordan loves painting her nails.” —Mentor Erin Bushey, Fresh Founder Relations & Global Communications Coordinator
“I was impressed by the level of awareness and courage they had to share their ideas at such a young age.” —Fresh Mentor Anna Vorrias, Fresh VP, Global Marketing