Sally Hansen launched Miracle Gel, the first salon-quality manicure which delivers the high shine and glossy look of a gel manicure without the complexity of LED lights, time-consuming removal, and expensive price tag.
To overcome the challenge of elevating its brand relevance of Sally Hansen among the younger generation, we were tasked to create packaging design and a global launch campaign that highlights the groundbreaking innovation of gel-like nail polish with multiple agencies to drive brand consistency across multiple channels in over 20 countries.
Miracle Gel
Miracle Gel is an innovative, patented gel manicure system offering a salon-quality finish at home, up to 14 days of long-lasting color and shine in just two simple steps. Start by applying two coats of the Miracle Gel Color Coat, then follow up with the Miracle Gel Top Coat. This process results in dramatically fuller-looking nails with a high-gloss, mirror-shine finish.
We've chosen a round logo that symbolizes a glossy drop of volumized nail polish, embodying the impressive look the product offers. The polish is housed in curvy glass bottles and color-matched rings, selected to showcase the lineup of 47 stunning, trendy shades. We've adopted a cost-effective approach by using existing in-house components and saving excess tooling costs. This decision has allowed the client to focus our resources on delivering high-quality, innovative ingredients to their customers.
Revolutionary 2-Step Gel Manicure
OMGel! Campaign
Our "OMGel!" campaign, leveraging this online language and the surprise and excitement elements behind this groundbreaking product, proved to be an astounding success.
The consecutively run ads were one of the most impactful parts of the campaign. These ads showcased a diverse array of women, each with unique styles. The aim was to show any woman could resonate with the product in any shade. It reinforced Sally Hansen's commitment to innovation, inclusivity, and staying in tune with the evolving world of our customers.
Our display design, recognized with the esteemed POPAI Award in 2015, seamlessly integrates the "OMGel!" campaign into the retail space. We strategically highlight Miracle Gel's core benefits - an easy 2-step system and the promise of an effortless, salon-quality manicure at home. They ensure maximum impact by showcasing the vibrant palette of colors in a visually appealing arrangement. The goal is to make Miracle Gel instantly stand out, drawing customers with its winning combination of convenience, quality, and fashion-forward colors.
Captivating Retail Experience
The photography direction for social media is to accentuate the vibrancy and depth of Miracle Gel's diverse color palette. Each shot should capture the glossy finish and richness of the colors, emphasizing their relevance among young, fashion-forward generations. The goal is to highlight the nail colors' transformative power and Sally Hansen's status as trend-setting, must-have items in every modern woman's nail polish collection.
Irresistibly Shareable Colors
Miracle Gel set records with its launch, becoming the largest in color cosmetics history. In just six months, over 25 million products were sold. By the end of the first year, sales reached a staggering $100 million, marking Miracle Gel as a game-changer in the industry. The "OMGel!" campaign significantly contributed to this success, becoming the most successful campaign ever for Sally Hansen. These outstanding achievements were recognized when Miracle Gel was awarded WWD's Color Cosmetics Product of the Year in 2014.