The Ask: Execute an Instore End-Cap to help support the launch of the first Own Brand for Vivid Hair color

Case Study: Launching 'Strawberry Leopard' In-Store Endcap Display – Sally Beauty's First Own Brand for Vivid Hair Color

Introduction: In the highly competitive beauty industry, launching a new brand requires strategic insight, creativity, and a deep understanding of market dynamics. The 'Strawberry Leopard' in-store campaign at Sally Beauty exemplifies a successful launch, leveraging innovative execution and bold design to establish a new brand in the vivid hair color segment.

Objective:  To introduce 'Strawberry Leopard,' Sally Beauty's first proprietary line of vivid hair colors, and achieve significant market penetration and sales growth within the first quarter of launch in Sally Beauty stores.

Challenges

• Entering a saturated market with established competitors.
• Capturing the interest of a diverse consumer base, including both professional stylists and DIY consumers.
• Creating a unique brand identity that stands out in the vivid hair color segment.

Strategy

1. Research and Insights:
   • Conducted extensive research to identify trends and preferences in vivid hair colors.
   • Utilized feedback to execute the design and marketing messages.
2. Development:
   • Developed a distinctive brand identity for 'Strawberry Leopard,' emphasizing vibrant, bold, and fun elements to appeal to the target demographic.
   • Crafted a compelling brand story that resonated with both professional and DIY consumers, highlighting the quality and uniqueness of the product.
3. Partnered with the Integrated Marketing Team:
   • Digital Marketing: Leveraged social media platforms, including Instagram and TikTok, to create buzz and engagement through influencer partnerships and user-generated content.
   • Content Marketing: Produced high-quality content, including tutorials, before-and-after transformations, and customer testimonials, to showcase the product's effectiveness and versatility.
   • Email Marketing: Implemented targeted email campaigns to reach existing Sally Beauty customers with personalized offers and product information.
   • In-Store: Coordinated the launch of in-store signage to drive foot traffic over a while, flexing into additional products as they become available.

Execution

• • Phase 1: Pre-Launch: Collaborated with partners to design structures with different budget options (Good, Better, Best).
  • Phase 2: Build: Created white samples of the final structure to design a system that could be delivered to all stores with easy assembly and provide a solution for future modifications.
  • Phase 3: Launch: Stated as the best launch to date and is used as the gold standard example. The design captured the bold spirit of the vivid launch and disrupted the store sightlines to bring attention to the products.

Conclusion

The 'Strawberry Leopard' in-store launch at Sally Beauty is a testament to the power of strategic planning, creative execution, and a deep understanding of consumer behavior. By effectively leveraging research, integrated marketing tactics, and strong brand development, the campaign not only met but exceeded its objectives, setting a new standard for product launches at Sally Beauty.

This case study highlights my ability to lead successful marketing initiatives, drive sales growth, and establish strong brand identities, demonstrating the value I bring to any organization looking to innovate and excel in their market.