USA’s largest nail care and colour brand, Sally Hansen, asked us to create a disruptive and exciting launch to their biggest digital launch to date; The Sally Hansen ManiMatch™ mobile app. Sally Hansen requested the launch be unique and encourage mass downloads, as well as stage large volumes of content production.
Their new and innovative app allows users to virtually try on nail colours before buying them. What’s more, it matches the shade to the user’s skin tone making it a totally personalised experience.
To launch ManiMatch™ to the press and the public, we created Sally Hansen’s first pop up, “Sally Hansen Personalised Pop-Up Nail Bar” in SoHo, NYC – a unique nail bar driven by those who downloaded the app.
A gamechanger in the retail experience, Sally Hansen’s nail bar had a digital-fronted vending machine supplying free bottles of consumers’ perfect ManiMatch™ shade, in addition to the digital scanning wall of 72 Miracle Gel shades to virtually try shades on.
Together with the Sally Hansen and Coty digital teams, we used the technology behind the app to change the colour of the whole nail bar to match the most popular #ManiMatch shade on social. The personalised pop-up was alive with New York trends straight from the catwalk, with people queuing around the block to use the vending machine and receive a Sally Hansen ManiMatch™ manicure.
Sally Hansen’s first ever pop-up was packed! Staying at 100% capacity the entire weekend, the lines went all the way down the street. In just two days, the pop-up welcomed over 2,500 consumers visiting the store and sharing across Twitter and Facebook, generating over 19 million impressions, as well as international press coverage ranging from Mashable, Time Out to Teen Vogue and Glamour.
Most importantly, the ManiMatch™ app ranked one of highest in US app store that weekend.