Sally Hansen Beauty Tool Experience
In the world of retail, there’s nothing more valuable than shelf space. So what do you do when you lose a piece of it? For Sally Hansen, getting back in the game took a completely new brand and retail strategy — one that pulls women to the display at the store and builds an immediate connection at the shelf.
We helped the Sally brand
establish a genuine rapport
with a fresh generation of
Sally Hansen came to Smart when its La Crosse brand began to fall out of favor with retailers and its SKUs were dropped from the shelf. While this situation isn’t uncommon, it was a wakeup call for the parent company. La Crosse products were overlapping with those of its competitors and its once-unique positioning was badly eroded.
We saw an opportunity for the Sally Hansen brand to step into a new category: home beauty tools. The collaboration resulted in more than 30 new products and a brand identity makeover that was applied to everything from in-store merchandising to advertising.
We reimagined the Sally Hansen packaging with fresh colors and a transparent system that lets shoppers touch and inspect the product in the store. The at-shelf experience was also complemented by a lighthearted brand voice that spoke to a new generation of beauty consumers and proved to be one of the stickiest elements of the new line.