Case Study

ABOUT

Innovative Shellac Power Polish promises two-week mirror shine and easy, damage-free removal

OBJECTIVE

Objective Develop global launch strategy and position CND Shellac as the leader in the long-lasting manicure category

RED PR STRATEGY

Multi-faceted innovation diffusion strategy included extensive media relations; experiential marketing events such as Shellac ManiVan and musical flash mob; social media; influencer outreach; celebrity trial; media, blogger and consumer influencer events; protecting brand integrity

RESULTS

Shellac’s launch tripled CND’s business and remains at the top of the category two years post-launch. Shellac was named Top 25 Hottest Brands by Advertising Age in 2011. RED garnered over 714K media hits with and audience reach of 6.8 billion+ to date