Sally Hansen would like to reintroduce itself.
The Coty Inc.-owned brand — the longtime category leader in the nail market — is unveiling this week its biggest brand overhaul to date, complete with a new logo, tag line and 360 ad campaign. It also marks the first time Sally Hansen has produced a global campaign focused solely on the brand itself, and not centered on a specific product launch.
Sally Hansen’s modernized logo and tag line — “self-made beauty” — will debut this week in a 40-second television spot, alongside a comprehensive digital campaign encompassing programmatic and banner ads, video, paid social media and influencers. In January, Sally Hansen fixtures in-store will unveil the brand’s new colorway — a poppier version of its signature orange.
“Beauty isn’t about the actual polished look, but the feeling and emotion and joy that comes with that,” said Jeremy Lowenstein, Sally Hansen’s vice president of global marketing. “It’s even more empowering when you can do it yourself, and [our] new brand platform with the purpose of empowering women to achieve self-made beauty translates across multiple with touchpoints with consumers and how she sees us in the market.”
The new Sally Hansen logo
The television spot features a diverse group