L'Oréal wanted to convince women to buy 'Biofirm Lift', a new anti-wrinkle product. This highly personalised, data-driven DM did just that – smashing targets by 36%.

‘The story of the woman who never grew old’ was a pioneering DM piece. Based on past-purchase history and written in perfect pentameter, it was also a 2008 Caples Awards finalist for ‘copy craft’.

Sure it’s old as the hills, but this piece kicked off my obsession with copy craft. Something I still champion to this day.