DEFINING HOW TO ENTER THE “CLEAN” MARKET

With the quick rise in the clean market, Sally Beauty wanted to capture a share of the wallet through our existing assortment. The pandemic slowed the project a bit, but in the end, we settled on a name I had originally proposed. I then built out the statement and managed all the launch content.

CLEAN INSIGHTS.png — MARKET RESEARCH & INSIGHTS

A small team of us within the Creative Department walked stores (I was specifically in charge of CVS and Walgreens) and did soft research to pull together a mood board and concept deck. This included our cumulative insights and competitive samples.

CLEAN 1.png — We narrowed down options, decided on “Sally Clean” as our title, and our deck was then presented to top leadership for approval.

CLEAN 2-1.png — PROJECT REALIGNMENT

The pandemic halted the Clean project. I partnered with my Senior Director to breathe new life into it. This time, I was able to work closely with a new Marketing Director in charge of this project and a Merchandising partner to gain deeper insights and richer consumer knowledge.

CLEAN 2-2.png — Once we settled on the new name and pulled the product assortment, we presented to top leadership and legal.

LAUNCH DAY: A RACE TO THE CLOCK

After developing all the concept content, the Sally Beauty leadership had a gut-check moment and settled on one of my original name ideas: Clean at Sally. The Creative Team worked quickly to revise the final launch assets (Just under 100 assets total), we ensured language was streamlined across the channels, and we set everything to deliver.