Sally Beauty wanted to drive awareness and sales during National Nail Week, promoting a large selection of products while encouraging customers to explore nail art at home. The challenge was to deliver a cohesive multi-channel campaign that engaged both online and in-store audiences.

I directed the creative and digital execution of the campaign across web, email, and social media. This included presenting the initiative to Senior Leadership and corporate teams at the company’s Look Forward Town Hall, as well as to Sally’s store fleet, including employees, managers, and DSCs, and coordinating a nail bundle add-on to drive incremental sales.

I developed cohesive visuals and messaging centered on the main campaign line, “Skip the salon & save,” while highlighting up to 300 new nail arrivals. I partnered with Customer Relationship Management (CRM), Social, and Ecomm teams to design and activate assets that encouraged customers to experiment with nail products and build their baskets. By aligning messaging across channels, I ensured the campaign reflected Sally Beauty as the ultimate destination for all nail needs.

The multi-touch campaign successfully increased awareness, drove engagement across digital and in-store audiences, and reinforced Sally Beauty’s positioning as a one-stop shop for nail products. The nail bundle add-on activation enhanced basket size, while the presentations ensured company-wide alignment and buy-in across leadership and field teams.