The USA’s largest nail brand Sally Hansen are known for providing expert manicures for top designer runway shows at New York Fashion Week. For SS’17, our brief was to leverage Sally Hansen’s involvement in the 3.1 Phillip Lim show, and create social content with global relevance.
Doing this would hero Sally Hansen’s Complete Salon Manicure product, and give it major fashion credentials.
What We Did
See-Buy-Wear was a new concept for how fashion shows relate to retail, shortening the path between touchpoint and purchase, ultimately making the catwalk more consumer-facing. In the run up to fashion month, See-Buy-Wear had been a big topic of discussion in the industry for a long time. It looked finally to be implemented this season, with big brands like Burberry and Tommy Hilfiger leading the charge.
We created See-Try-Wear; a three step activation and social asset suite. An Instagram Story of BTS content from the Phillip Lim show let consumers ‘see’ the fashion story from an insider’s eyes; this was delivered within 24 hours of the show. After this, we then drove consumers to Sally Hansen’s AR-powered ManiMatch App to ‘try’ the looks. Finally, to show how to ‘wear’ the product, we shot street-style content at NYFW.
This was supported by a series of paid and organic posts, and pushed out to all of Sally Hansen’s local markets across the globe.