At retail, it becomes increasingly more work for the consumer to differentiate between brands in a cluttered and fragmented landscape. Subsequently, the the consumer motivation at retail become an even more significant factor in the purchase decision process.
The task was to elevate Sally Hansen brand in-store experience, ahead of competition via irresistible, shopper oriented fixture and visual design, representing its new brand positioning, "Self-made Beauty."
Sally Hansen
Retail Reinvention
The new brand positioning "Self-made Beauty" celebrates its unified portfolio of at-home salon beauty products that inspire women to take beauty into their own hands, offering the tools and the know-how to feel beautiful, pride, and satisfaction that comes with creating your beauty on your term. The Always-on Salon is a symbolic 'place' where women make their best selves, wherever, whenever, on demand.
The Power of Self-made Beauty
Nail Color and Care Authority
We designed the permanent merchandising system that showcases the brand as a one-stop destination for all at-home, salon-quality nail color, and care needs. It highlights the depth of nail color assortment in an inspirational way to convince consumers of Sally Hansen as the color authority. It aims to gain higher visibility in the context of competitors in the aisle from afar. It merchandises nail color products on a hanging pusher system where bottles hang from their caps to achieve a disruptive shopping experience and maximize color impression.
Easy Navigation & Education
We designed signages and shade strips to give consumers better portfolio navigation and lead them to the discovery/trial of new colors and nail care products. They also educate them on the core benefits of color franchises and to find the “right products for me” among the nail treatment care products.
