Marketing Case Studies Case Study Sally Hansen

Marketing Case Studies

Case Study Sally Hansen Click to edit Master title style

Sally Hansen: Background • Who is Sally? • Situation – 10 brands, no clear strategy – Competitive retail category • requires 30 to 35% sku refresh every year (aligned to fashion/color stories) • Challenge – Create a comprehensive, long-term brand strategy – Implement successful brand marketing plans: • Launch and discontinuation strategies • Relaunches • Brand support- POS, advertising and promotion spend • Method – Assess brand segmentation – Assess market and competition – Create clear positioning Click to edit Master title style – Implementation strategy

Sally Hansen: Background • Recommendations/Implementations – Establish new market segment– launched Extreme Wear (youth market) – Respond to important market trend – incorporated Vitamin/health story to lagging flagship brand (Max Growth … with Vitamins and Soy Protein) – Launch premium brand – utilize luxury packaging to tell the story (No Chip – 10 day color) – Discontinue underperforming brands in overcrowded market segment Click to edit Master title style

Sally Hansen : Brand Positioning MEDIAN AGE FASHION 44. 2 $4. 7 M $13. 2 M Chromes Xtreme Wear $2. 60 Prisms $4. 50 $5. 95 Opals 3 BRANDS Diamonds 10% AGE 6 10 2 BRANDS $5. 95 30% $4. 50 15 20 25 TOTAL 30 35 $46. 1 M 40 45 BP $5. 00 HANC $28. 2 M $2. 30 HANN 0 BRANDS $2. 95 0% TT Max Grow Click to edit Master title style $3. 95 Note: Based on 2005 YTD Shipments TREATMENT BENEFIT $3. 50 5 BRANDS 60%

Sally Hansen : Diamond Strength No Chip Nail Color Click to edit Master title style

Sally Hansen : Hard as Nails Xtreme Wear Click to edit Master title style

Sally Hansen: Background • Results – Extreme Wear • 2 nd most successful launch in the company history ü exceeded sales plan by over 200% in first year • Sustained double-digit annual growth subsequent years – Max Growth • Achieved unprecedented 100% retail buy-in • Entire product story communicated via innovative and inexpensive packaging change • Reestablished market leader positioning • Increased sales, double-digit annual growth each year Click to edit Master title style

Thank You! Judy Holm Founder, Aspirations Marketing and Public Relations tel: 917. 589. 0247 judyh@aspirationspr. com www. aspirationspr. com