In December 2019, Sally Hansen launched its first ever vegan, 100% plant-based 16-free nail color. Available in 34 shades all inspired by nature, Good.Kind.Pure.™ gives the conscious consumer color without compromise.
Nothing but color.
The modern woman is in the pursuit of living more simply and naturally. Conscious of her environment, she is looking for cosmetics lines that are as pure and true as possible.
With this new campaign, we aligned our visual identity with the vegan and mindful lifestyle of our audience. Therefore, the new range of product Good.Kind.Pure™ was placed in a fresh and clean environment with hints of nature.
Nature inspires our Conscious Consumers to choose our new good-for-you range of color. Natural elements creates the link with the new range of colors where its inspiration is coming from.
Results:
#1 color cosmetics launch since December 2019
LAUNCH CAMPAIGN GENERATED 13M IMPRESSIONS
AVG ER: 4.56%
Performed +42% above sales forecast
photographers: Will Styer, Nato Welton
