Sally Hansen

Where It Was

Point-of-sale (POS) displays that were pitched to retailers often felt generic and uninspired. The internal Global team was providing global creative that often felt unengaging and sometimes age-inappropriate. Compared to competitor brands, Sally Hansen felt like it lacked a modern aesthetic, to land creative concepts.

Where It Needed to Be
Conceptual themes needed to land more closely aligned to trends in fashion and nail art. Displays needed an injection of fresh inspiration and cultural relevance, to create designs that stood out to retailers and audiences.

How I shifted the needle
My creative direction transformed Sally Hansen’s POS displays into vibrant, disruptive stands. This resulted in the account growing 300% in the first 12 months. Working with the client to develop processes for faster, more explorative designs helped elevate designs, by aligning to popular aesthetics and trends. We drove further cultural relevance by developing a 2024-25 trend report. The strength of my creative direction gave the client team confidence to shoot creative visuals with tag. Further driving unique and fresh creative, which resulted in engaging displays that resonate with consumers, elevating the brand's retail presence and status in a competitive market.