Sally Hansen: Sally Hansen & Snapchat Nail Augmented Reality Partnership

Sally Hansen, a beauty product brand, launched a campaign in the US to drive consideration, relaunch a product and keep its place as a leader in the category.

Campaign details

Brand: Sally HansenBrand owner: CotyAgency: ZenithMarket: USA

Executive summary

How do you launch a new nail collection during pandemic-induced salon closures and stay-home measures? The answer: create a first-to-market Snapchat AR Lens, featuring five collection colors and a prominent design cue for the 2-Step Top Coat application. Consumer desire for escapism and fun in COVID-19 realities, paired with acceleration of digital discovery and e-commerce led us to create a digital try-on experience to bring the nail salon experience to mobile devices.

Before COVID-19, Sally Hansen was a market leader and its...

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