Launched in 2012, SensatioNail is the leading at-home gel manicure system, distributed at mass and drug retailers nationwide. Trajectory was engaged to develop a communication strategy and advertising campaign to defend SensatioNail’s #1 position in terms of in-store space allocation, sales and market share.
Dialogue with our target audience revealed that what women really want is “salon quality on my terms” – as their lives are too busy to take time out to visit a salon. Our subsequent “These Hands Can’t Wait” creative platform became the basis for all of SensatioNail’s marketing efforts.
- Umbrella Messaging
- Marketing Plan
- TV, Digital, Social Media
We created this video to share our brand vision with client leadership – that we could create a bigger story for SensatioNail that meaningfully connects with, and integrates into, customer’s lives.
This video was also taken on the road, shared with sales force and retail buyers prior to our formal campaign launch.
UMBRELLA DIRECTION & TV COMMERCIALS
We took a product truth, lack of dry time, and turned it into an empowering rallying cry. “These hands can’t wait” speaks to our SensatioNail consumers dynamic life. She can’t wait around in a salon and she can’t wait to have glamour on her terms. And the functional benefit of up to two weeks of sturdy, damage-proof nails provides the convenience she needs given her busy lifestyle.
BEHIND THE SCENES
Trajectory, talent (including our terrier star Harry) and crew shooting on a beautiful fall day in the suburbs of New Jersey.
While actual sales numbers are confidential, client advised that Trajectory’s efforts helped solidify distribution and meet full year sales and share goals.