SALLY HANSEN BEGINS TEST OF INTERNET COUPONS
Byline: Laura Klepacki
NEW YORK — As part of a pilot program with a New Jersey supermarket chain, Sally Hansen has begun issuing coupons for several of its nail and treatment products on the Internet. Consumers can download and print out the coupons.
“We are considering it a test,” said Stephanie Hayano, vice president of marketing for Sally Hansen, which is one of the first beauty companies to participate in this type of coupon program. Several beauty companies already issue coupons via Web sites, but they are requested and then mailed to consumers’ homes.
One of the benefits of this program, said Hayano, “is that it is more immediate.”
There are other advantages, said Gwen Caras, Web site manager for Del Labs, Sally Hansen’s parent. “If we are unhappy with the way the [coupon] program is performing, we can stop it at any time.”
Sally Hansen won’t have to print and distribute coupons. For consumers, “this is very targeted,” said Caras. “They can choose the coupons that they want.”
The test, which began last week and will run for 60 days, issues coupons redeemable through September.
Among the offers are 75 cents off Sally Hansen nail products, such as nail hardeners, base coats and top coats; 75 cents off Sally Hansen professional nail treatment products, such as nail tips and wraps; $1 off its LaCross brand of treatment tools — eyebrow tweezers and nail files; $1 off Sally Hansen bleach and depilatory products, and 75 cents off its lip color line.
The electronic coupon program, called i-Value, is a product of the NetValue Co. of Fairfield, Conn., and is being conducted with the Grand Union Co. of Wayne, N.J.
To gain access to and print the coupons, consumers first must download program software, which can be obtained directly from the Internet site, www.grandunion.i-value.com, or via a CD-ROM that is available through Grand Union stores in Franklin Lakes, N.J., and North Bellmore, N.Y.
However, the coupons can be redeemed in any store carrying Sally Hansen products, said Caras.
Sally Hansen is one of several participating manufacturers.