Sally Hansen signs Chelsea FC striker Eniola Aluko as part of a powerful team of nine women ambassadors to front a new campaign introducing its new brand positioning that tackles gender stereotypes and champions diversity.
This re-brand campaign, which includes a reworked logo and new tagline, is Sally Hansen’s first global integrated initiative and it takes a fresh stance on the idea of beauty focusing on the idea that it is all about being ‘self-made’.
According to the brand, ‘Shetopia’ is an imagined place where women and men are working together for a better world where no one is short-changed or cut-off: ‘a vision of the world made by and for self-made women’.
It is introduced through the perspectives of a none-strong line-up of powerful women brand ambassadors who are all real-world activists or advocates for female empowerment from the worlds of sports, fashion, media and business.
‘Shetopia’ is hubbed around a microsite at http://www.SallyHansen.com/Shetopia and spearheaded by a hero spot called ‘Welcome to Shetopia’.
This lead film celebrates self-made women and begins with a pregnant woman in mid weights workout, before switching to a series of role reversed subjects like ‘equal pay for men’ and ’men handling the majority of childcare’,
Plus a vibrant soccer scene in which Aluko (who is also a lawyer) scores an epic goal to the cheering of her supportive male teammates (her campaign message line is ‘In my Shetopia, girls and boys play together’).
The commercial’s soundtrack, called ‘Women’, was created by singer-songwriter Diana Gordon (an artist known for her empowering, feminist lyrics).
Supporting the core TV commercial (which will be broadcast across 50 markets), the initiative also includes digital and social channels, as well as in-store display.
The supporting content spans amplification of the campaign content – from the core spot, to ambassador-specific pieces and messaging – across Twitter and Instagram.
“Welcome to #Shetopia”https://t.co/SA6AYSy2el
— Sally Hansen (@SallyHansen) October 5, 2017
From one self-made woman to all the others, welcome to #Shetopia. pic.twitter.com/AFJBFFS2ff
— Sally Hansen (@SallyHansen) October 4, 2017
This is @saramaijewels's #Shetopia. Enter now at https://t.co/KhSY0ev5Kx pic.twitter.com/9fJdRtflpp
— Sally Hansen (@SallyHansen) October 8, 2017
This is @iamSimplyCyn's #Shetopia. Visit her world at https://t.co/KhSY0ev5Kx pic.twitter.com/rijEF6YAMU
— Sally Hansen (@SallyHansen) October 7, 2017
Former England attacker Aluko,
is joined by NewME Accelerator Angela Benton,
Ladies Get Paid founder Claire Wasserman,
Create + Cultivate boss Jaclyn Johnson,
attorney and lifestyle blogger Cynthia Andrews
the 12ish Style founder Katie Sturino,
model Sarah-Jane Adams ,
and The Litas founder Jessica Haggett.
The initiative was developed with creative agency Anomaly (with a mainly female creative and production team headed by director Natalie Rae), with media planning by Zenith and input from the likes of Refiner 29 and MediaCom.
The company itself credits founder Sally Hanson as the self-made inspiration behind the initiative. The beauty entrepreneur began the business back in 1946: a time where women weren’t given the agency to head their companies and business enterprises.
‘In this female paradise the planet has reached full gender equality; both women and men working together for a better world where no one is short-changed, undercut or cut-off,’ the video captions reads.
And the women who debut in the film make that agenda of an equal and fair world their top priority in their day to day lives.
Aluko said of her involvement in the campaign: “I’m humbled that someone as inspirational and successful as Sally Hansen would chose me to feature in the brand’s global campaign, especially given the focus is on championing diversity and challenging stereotypes. These two topics are very close to my heart and I have always tried to use my own experiences to inspire other women. I have been looking forward to seeing the campaign since we did the shoot in May and hope it connects with women all over the world.”
“This platform truly embodies the life and spirit of Sally Hansen, the founder,” stated Jeremy Lowenstein, vice president, global marketing, Sally Hansen.
“The making of and inspiration for this campaign started three years ago with the search for the brand’s namesake. My hope is that this campaign empowers and inspires even more women to take beauty in their own hands, so that they, too, can create their best selves… every single day.”
Misha Sher, the head of MediaCom’s Sport and Entertainment at MediaCom, who negotiated Aluko’s partnership added: “Eni’s association with Sally Hansen, and this campaign in particular, speaks volumes about what she has achieved and the role model she’s become in the process. She is incredibly passionate about inspiring others to reach for the stars and to embrace the challenges that come along the way. The campaign resonated with Eni from the start and Sally Hansen have been terrific to work with.”
Comment:
The new positioning and the campaign itself certainly seems to be generating some serious engagement.
After all, the core commercial has notched up more than 1.5m YouTube views alone in its first week.
Links:
Sally Hansen
http://www.SallyHansen.com/Shetopia
https://www.youtube.com/user/SallyHansenTV
https://www.facebook.com/SallyHansen
https://twitter.com/sallyhansen
https://www.pinterest.co.uk/sallyhansen/
https://www.instagram.com/Sally_Hansen/
Endorsers
@ladiesgetpaid, Founder Of Ladies Get Paid
@simplycyn, Attorney/Lifestyle Blogger
@the12ishstyle, Founder of The 12ish Style
@enialuko, Footballer for Chelsea L.F.C.
@abenton, CEO of NewME Accelerator
@huntforstyles, Retail Bargain Hunter
@jessicahaggett, Founder of The Litas
@saramaijewels, International Model
@jaclynrjohnson, CEO of Create Cultivate
Anomaly
Refinery29
Mediacom
