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.’”
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.”
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast