Sally Beauty had 300+ new nail arrivals and limited time to make noise about it. The challenge wasn't just awareness, it was giving customers a reason to experiment at home and making sure the entire company showed up behind the campaign.

I bolstered the creative around a single clear idea: "Skip the salon & save." The line gave the campaign a point of view and a tone that worked equally well in an email header, a social post, and a store presentation. I designed assets across web, email, and social, partnered with CRM, Social, and Ecommerce teams to activate them, and built a nail bundle add-on to drive basket size. I also presented the full initiative at the company's Look Forward Town Hall to senior leadership, and separately to the store fleet, ensuring everyone from the C-suite to the sales floor understood the campaign and could execute it.

The campaign drove awareness and engagement across digital and in-store, reinforced Sally Beauty's positioning as the destination for nail, and achieved company-wide alignment in a way that most campaigns don't.

ROLE
Creative Manager, hands-on design lead

FOCUS
Campaign, Art Direction, Social, Omni-channel

TEAM
Social, Ecommerce, CRM , Field Teams

TIMELINE
2-3 months