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Sally Hansen’s products are spot-on-trend—as evidenced by a 15 percent sales increase in 2010 and a 51 percent share in nail color. But its visuals, particularly its packaging and in-store presentation, hasn’t always been as au courant. With the goal of being more “modern and relevant,” the brand worked with various design companies, including Wallace Church and Smart Design, to reimagine its wall and product packaging. “We’ve spent the last two years learning about our shopper,” says David Russell, vice president of sales strategy. “We’ve watched her shop and we’ve looked into her basket. Our mission has been to understand the path to purchase our shoppers travel to get from their homes to our cash registers.” Here, the state-of-the-art results.
This story first appeared in the April 22, 2011 issue of WWD. Subscribe Today.
1. Edit, Edit, Edit
Says Russell: “Our shoppers are time-crunched and often in a hurry. They want information to help them in making purchase decisions, but they don’t have the time to read lots of information. We improved our in-store graphics to tell them only what matters, in as few words as possible. For example, they want to know a nail treatment ‘grows 59 percent longer nails.’ They don’t necessarily want to know that it contains ‘advanced Peptides.’”
2. Focus On the Core Business
“Women shop beauty left to right and top to bottom,” says Russell. “We validated through our research that nail color is highly impulsive (the average woman owns 11.5 bottles of nail color) and fun to shop, which led us to leading with nail color. Our objective was to lead by creating the wow factor.”
3. Build the Market Basket
“We approached treatment in a new way, too,” says Russell. “First, we amended our merchandising to organize the segment by usage. Shoppers reinforced for us that they look for treatment based on a specific need, and they asked for organization and information to support them in making it easy. We also positioned nail treatment next to color, targeted to building the market basket.”
4. Create Clear Product Segments
“As the ‘Beauty That Works’ brand, Sally Hansen’s lip, hand and foot businesses provide beauty with a benefit,” notes Russell. “Women long for a simple, easy-to-navigate shopping experience, and we’ve helped through providing clean, vertical lines, linearity and clear segmentation.”