Sally Hansen x Dana's Bakery
See how we won Sally Hansen additional incremental shelf space in-store and online for CVS.
Sally Hansen x Dana's Bakery photoshoot
Research and Social Listening
If you ever find yourself lost looking through well photographed pictures of desserts on Instagram, you're not the only one. But has anyone noticed how the pastel shades and artistry of desserts inspire the beauty industry? Our research proved correct when we found out desserts do indeed inspire nail shades and nail art.
Overall Twitter, Facebook and Instagram mentions = 92K. Sources: Synthesio, Instagram, Facebook, Twitter, Google Trends
Objective: Provide insights on sweets and desserts used in nail conversations on social media and validate what's trending.
Use trending nail insights to create a photoshoot brief that includes how-to and lifestyle content for:
1. An in-store display in CVS featuring Miracle Gel, Complete Salon Manicure, and popular nail-art pens that create the looks featured in the shoot.
2. Organic and paid media (to be released in Spring 2018)
The amount of #icecreamnails or #donutnails or #dessertnails we saw was enough to convince anyone. When pitched to CVS as an end cap for an in-store display, nail art pens weren't included at the time. But after the presentation, not only did they tag on nail pens as an additional product to feature on the display, but also decided to give Sally Hansen additional incremental shelf space. A huge win indeed for Sally Hansen at a time where classic brands are being booted out of stores.
Content
Fun with macarons. This shoot featured all trending nail looks. Modern, fun-fetti mani inspired by Dana's macrons, watermelon nails requested by CVS featuring the popular black nail art pen, and modern geometric mani featuring Sally Hansen's silver geometric pen. We even threw in an extra holiday shot for #NationalCookieDay.
In- Store Display Coming Soon
Two different concepts were pitched to CVS; "Watermelon" and "Ice Cream". Though CVS picked Watermelon, we enjoyed the ice cream look. Either way, they're both gorgeous and will be in-stores this Spring/Summer, when those shades and sweets are trending the most. According to our research :)
Google Trends, Synthesio
Ice Cream and Watermelon Mock Ups
Coming soon to a CVS near you.