Sally

Hansen

2020

Good.Kind.Pure

The Brief

Driving awareness and trial of good.kind.pure, Sally Hansen’s first good for you, plant-based nail colour range. 

The challenge - a new consumer

Sally Hansen’s first clean, vegan nail colour with a new audience for the brand - the conscious consumer.

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.

  • $11.5m in sales since launch (December 2019-June 2020) vs the #2) competitor Expressie which is around $10.5MM

  • 2bn+ press impressions, including 23.9M on the Today Show alone, with a reach of 3M+ resulting in an ad value of $449k+.

  • +42% Sales than forecast in the first week of launch.

Amplification

To amplify the launch we developed an influencer program to reach the new conscious consumers via talent with audiences not previously targeted by Sally Hansen. Across the four-month campaign, we collaborated with 27x influencers (from Micro to Macro) to establish and validate the good.kind.pure. key claims