Elle Canada is adding some polish this summer, partnering with Coty’s nail brand Sally Hansen on a new multi-platform marketing program that includes print, online, social media and in-store activations.
The promotion, which launched July 6 and runs through September, will promote the Sally Hansen Complete Salon Manicure collection. The co-branded “Fall Fashion Trend Report” will appear in Elle Canada’s August issue, featuring the fall’s top fashion trends as determined by the fashion magazine’s editors.
Jerome Dujoux, senior marketing director for Sally Hansen, said nail polish has emerged as a key fashion accessory in recent years, with women increasingly seeking out the latest colour trends to pair with outfits.
The program’s print component includes a custom inside front cover ad with a half-page bookmark, which will be complemented by three consecutive one-third page vertical ads integrated with each fall trend and colour palette within the trend report.
All of the ads drive readers to ElleCanada.com/falltrends, where they can view a series of custom videos featuring the magazine’s beauty vlogger Marisa Roy sharing her favourite Sally Hansen colours.
Roy, who beat out dozens of other entrants in a beauty vlogging contest earlier this year, will also feature the latest nail trends, accompanied by a step-by-step guide on how to get them. A custom hashtag, #ElleXSallyHansen, will drive readers to social media.
In-store activity beginning in August and running through the end of September will see display units in 2,156 retail outlets across both English Canada and Quebec. The promotion will include point-of-sale, floor stands and shelf-talkers, with Sally Hansen displays featuring both Elle Canada and Elle Québec “Editors’ Picks.”
According to an April report from research firm Mintel, Sally Hansen has become one of the biggest players in the nail treatment category thanks to a combination of new product launches and growth of existing products.
The brand’s line of Rehab products, which are intended to treat severely dry, damaged cuticles and nails, generated more than US$2 million in sales in the U.S. for the 52-week period ending Oct. 5, 2014, while the launch of its new Big Shiny and Big Matte Top Coats generated more than $3 million in sales.
