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.
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.’”
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