She-topia: A rebranding campaign
As some of you may know, “Sally Hansen” is an American beauty brand, which was founded in 1946 by Sally Hansen herself. The young beauty and style icon wasn’t afraid to invest in a company of her own. She defied society and norms in order to create a life that was imagined for herself by herself with beauty being the center of this world.
The brand springs from a main idea that keeps on going since 1946. They want to make “innovatively-formulated, affordable beauty products for real women. Beauty that really works.”, as they state on the official website of the company. They imagine women independent, fresh and beautiful every day. Women are able to do everything they dream of. They believe that beauty is much more than nails and they deeply support the power of self-made beauty.
All of these values were very much present in one of their recent commercials. In comparison with the previous ads, that just explain us the new formulas of the brand, now we can see a re-branding that is actually brilliant! The new commercial of the brand expresses something more than beauty. When we watch it, we can’t help but notice that everything in it is very relevant to the brand itself. We recognize girl power, confidence and beauty made by women. This ad expresses all the key reasons why “Sally Hansen” exists.
Nine self made women from different work fields are featured in that spot, showing the goals they have achieved by overcoming all social stereotypes. These women, as an example of success and power, spread the message to all women in the world that they have to fight daily in order to obtain an equal place in the workplace and society.
In the short film, we see women in roles usually linked with men, like paying the check in restaurants, being the leader in a job meeting, playing football or driving motorcycles. Moreover, other stereotypes which are demolished in that spot are that women must not nurse in the public areas, elderly women are not appealing to men and men have higher positions in the workplace than women.
The women featured in the spot are not all that common. They are living, breathing examples of what our gender can achieve and what power they can have if they believe in themselves.
Claire Wasserman is the founder of an organization called ‘’Ladies Get Paid’’, which helps women find their position in the workplace.
Jessica Haggett is a leader of an all-female motorcycle group , which is one of the largest in the world.
Eniola Aluko is a football player who believes in the soccer equality. “I used to play with boys, and I was often better than them. At times I tried to run away from being a girl soccer player, but you look yourself in the mirror and that is what you are. Soccer is a form of acceptance for me’’, she says.
Cythnia Andrew is a lifestyle blogger, who fights for independence and equality.
Angela Benton is a businesswoman who has three children and, most importantly, she has survived from cancer.
Katie Sturino is a blogger who promotes that fashion is for all body shapes.
Sarah-Jane Adams is a jewelry designer who has gone viral on social media and has landed model gigs despite her age.
Gina Ybarra is a fashion blogger, who had decided to leave her successful career in order to follow her dreams.
Jaclyn Johnson is the founder of ‘’Create and Cultivate’’, which motivates and induces women to follow their dreams.
The target group of this campaign is made clear from the very first seconds of the video. “Sally Hansen” wants real women of all ages and races to identify with this campaign and be inspired to go be strong and take their fate into their own hands. Whether you are a mother, a leader or simply a multitasking female being, this is set to speak to your heart.
The video is meant to encourage other women, a brand rep told Cosmopolitan.com. “There’s something that ties all of these women together. They bring this sense of confidence and collectivity — a sense of freedom,” which Sally Hansen as a brand hopes will further inspire and enable other women to be their best selves and reach their full potential. Sally makes the first step and it is up to us to change this world from now on.
The video, apart from the reverse roles and the comic reliefs, emphasizes on every strong aspect of women that is often criticized and oppressed in our society. The message they want to convey is not only that women are powerful beings capable to achieve anything they put their mind to but also that “Sally Hansen” is a brand that supports such attempts and empowers women with its products and philosophy.
After all, the founder, Sally Hansen herself, is a self made woman so this campaign perfectly portrays solidarity between women. This is a new world, one where you are your own boss, you dictate the rules of the game and you can thrive without barriers. Especially if you have the right beauty products in hand!
Kudos to Sally Hansen!
Viral Vixens: Marina Karvouni, Elena Tsakiridou, georgia flaouna
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