Sally Hansen Transforms a 20,000-Unit Program into a 300,000-Unit National Campaign Through Platform Orchestration

RESULTS AT A GLANCE

• 14× increase in units sold, growing from ~20,000 units to nearly 300,000 units

• National retail coverage achieved by orchestrating complementary activation platforms

• Strong incremental unit lift validated through closed-loop measurement

• 67% of buyers were new or lapsed Sally Hansen shoppers

• Scalable performance across priority franchises including Miracle Gel and Salon Effects

CHALLENGE & INSIGHTS

CHALLENGE:

Sally Hansen needed to scale beyond a prior campaign that delivered approximately 20,000 units. While effective at a smaller level, the single-platform approach could not deliver the national coverage or unit velocity required for growth. The challenge was to design a new activation model that could dramatically increase volume by aligning the right platforms with the right retailers while still proving incrementality and recruiting new shoppers. Key objectives included:

• Replace a limited, single-platform campaign with a true national activation

• Dramatically increase unit volume without sacrificing performance discipline

• Maximize results by matching best-performing platforms to their strongest retail partners

• Reach competitive and lapsed category shoppers to drive incremental growth

KEY INSIGHTS:

• Different activation platforms perform best at different retailers

• Orchestration across platforms unlocks scale and incremental growth

• Retail-specific execution improves both efficiency and performance

• Recruitment is strongest when multiple shopper touchpoints work together

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ACTIVATION STRATEGY & TACTICS

Sally Hansen replaced a single-platform approach with a coordinated, multi-platform activation model executed simultaneously across key retailers. Mobile apps, in-store register offers, and retailer-specific executions worked together to drive trial, recruitment, and scale. Performance was measured using closed-loop methodologies to validate incrementality and guide future expansion.

ACTIVATION STRATEGY:

• Platform Orchestration by Retailer

• Mobile-First National Reach

• In-Store Reinforcement at Checkout

• Recruitment of New and Lapsed Shoppers

• Closed-Loop Measurement for Incrementality
  

ACTIVATION ASSETS:

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RESULTS & IMPACT

• Units sold increased from approximately 20,000 to nearly 300,000

• Incrementality analysis confirmed volume was driven by the campaign

• Majority of purchasers were new or lapsed to the brand

• Simultaneous execution expanded national coverage while reducing retailer overlap

• Activation model proved scalable across franchises and future waves

STRATEGIC TAKEAWAY

National retail performance improves when platforms are orchestrated rather than siloed. By aligning multiple activation platforms to retailer strengths and validating results through measurement, Sally Hansen unlocked significant national scale while maintaining performance discipline.

Let’s build a national retail activation by matching the right platforms to the right retailers—and proving the results. Contact Target Activation Today!