Sally Hansen assigns creative duties to A Advertising

The global nail care expert rolls out beauty and treatment based products. It plans to step into the Indian market in another few months

Sally Hansen, a US based cosmetics player, which operates in the nail care category, is planning to enter India with beauty and nail-care products. The advertising duties for this soon to be launched brand will be handled by the Delhi based A Advertising.

Brushman India, which is bringing the brand to India, has kept aside an advertising budget of Rs 3-4 crore for the Sally Hansen range. A pitch was called in January in which two agencies participated. Ogilvy was the other agency.

Sally Hansen plans to bring to India both its beauty and treatment range. It claims to have a significant market position in the nail enamel and nail treatment segments in the US. Known as a “nail care expert”, in India, it plans to launch nail colour, nail strengthener, and other treatment based products. Sally Hansen – whose range will be available in retail stores – will face competition from other local players in India.

Sally Hansen assigns creative duties to A Advertising

Key Sally Hansen products

Says Shankar Narayan Alva, vice-president, marketing, Brushman India, “Sally Hansen is a highly advertised brand in the US, but lots of awareness needs to be created regarding the brand in India. Initially, there will be a lot of print and PR activity involved.” The client is looking at retail, in-shop demonstrations and print innovations as some of the media activities.

The agency will soon sit with the client to chart out a specific advertising plan. Says Mohit Dhar Jayal, director, brand strategy, A Advertising, “In India, the market dynamics are different. The job at hand is to work out the creative strategy and create a similar awareness (as in the US) for the brand in India as well.”

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