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objective: Support introduction of new line of Sally Beauty private label “Ion” Hair Color products with distinctive, organized, modular, compact and informative installation.
challenge: Launch of this Top Secret line of products was dependent upon how the merchandising program performed at retail. For consumers: introduction of new line of hair color had to create brand awareness and entice trial among audience of consumers brand loyal to competitive brands. For Sally Beauty personnel: unit had to be unique among the audience of other merchandising programs within the category and needed to be easy to install. Installation at 2,500 stores occurred simultaneously.
the connect™: Creating panache and popularity among loyal consumers for a new product. |
