Coty to launch new marketing strategy for Sally Hansen brand

NEW YORK — Coty is forming a new global partnership with creative agency Anomaly to sharpen Sally Hansen’s positioning and help drive growth for one of the largest nail brands in the world.

According to Coty, Anomaly will work with Sally Hansen on all aspects of the brand, including TV, print, social and owned channels, point of sale and in-store brand expression. The first campaign from this partnership will debut in 2017.

“We’re excited to partner with Anomaly,” said Friedemann Schmid, chief marketing officer, Coty Consumer Beauty. “We are impressed with their creativity and refreshing approach to challenge the status quo of traditional advertising. Together we can develop a fresh, modern language that captures the distinct voice of the brand with a culturally relevant point of view that will resonate globally.”

The financial terms of the partnership were disclosed.