Sally Hansen: Good. Kind. Pure.
Driving sales of up to $11.5M with the launch of Sally Hansen's market-beating, first ever vegan nail polish range
The Brief
Launch the USA's No.1 Nail Brand’s first ever vegan, clean polish line to market, with the goal of being their biggest launch of the year by raising brand awareness to new audiences.
What we did
Made clean and vegan beauty accessible to all without the colour compromise by reaching new conscious consumers via diverse and trusted voices.
Amplification
To amplify the launch, we developed an influencer programme to reach the new conscious consumers not previously targeted by Sally Hansen. Across the 4 month campaign, we collaborated with 27x influencers to establish and validate the Good. Kind. Pure. key claims.
$11.5m
in sales since launch, outperforming their top competitor
2bn+
press impressions during launch period
+42%
sales vs forecast in launch week