Cannes Lions


OMD CANADA, Toronto / COTY / 2013

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We partnered with Elle Canada, Canada’s go-to fashion authority to push the boundaries of integration.

First we created a special double-page cover execution, which profiled the new product and featured the cover model wearing Sally Hansen’s Magnetic nail colour. But because this is no ordinary nail colour, this was no ordinary product integration. The model’s nails, as well as the Elle logo were foil-stamped to bring the metallic shine to life. Not only was this live product demo a media first, it was the FIRST TIME a nail colour had been integrated into a cover!

But product integration didn’t end there. The cover directed readers to a gorgeous 6-page spread on nail art, called, what else, NAIL IT! Sally Hansen’s presence dominated from cover to cover! In all a whopping SEVEN other product mentions were featured throughout.

So did we punch through the blizzard? Yup.


In just one month, Magnetic skyrocketed into the top 3 launches of the fall and hit record sales for Sally Hansen with over one million dollars. Marking it Sally Hansen’s strongest launch ever and with a campaign entirely driven through print!

The results of a commanding presence inside the top woman’s playbook were Magnetic indeed.

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