Sally Hansen, Global Primer Launch

Creative Lead: Global Launch of Sally Hansen Miracle Gel Primer Led the creative vision and execution for the launch campaign of Sally Hansen’s Miracle Gel Primer, designed to prime, prep, and smooth nails for optimal salon-quality colour application at home. Product Overview: As Miracle Gel’s first-ever base coat, the Colour Grip Primer enhances colour adhesion and longevity when paired with Miracle Gel colours and top coats. By framing it as a "primer," the campaign aligns with the growing "skinification" trend in cosmetics, appealing to beauty-savvy consumers. Campaign Objectives: - Trial, sell-through, and grow basket size. - Create awareness and drive sales. - Education – ensure consumers understand the product and how to use it  - Ensure that we position this product as the absolute best in nail primers - Be intentional with how we communicate this within the Miracle Gel regimen (as we have always communicated MG as a two step) Demographics: Salon user & Fashion enthusiast; age 35+; Caucasian and Hispanic Creative Approach: To reflect the "skinification" trend, the campaign treated the Miracle Gel Primer like a premium skincare product. The visuals emphasised the product’s benefits—smooth, primed nails and flawless colour adhesion—while educating consumers on its application and role within the Miracle Gel system. This approach elevated the product's value and differentiated it within the nail care market.