Sally Hansen Good. Kind. Pure.

Driving awareness and trial of Good. Kind. Pure., Sally Hansen's first good-for-you, plant-based nail colour 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