Sally Hansen kicks off Life Proof campaign for Miracle Gel

NEW YORK — Coty’s Sally Hansen brand is highlighting the strength of its of its Miracle Gel with a new ad campaign, titled Life Proof. The campaign is designed to showcase Miracle Gel’s chip resistance.

Since the product’s 2014 launch, Coty said Miracle Gel users have been loyal to the brand and put the product to the test with daily activities — something that inspired the new campaign.

“Sally Hansen always listens closely to our consumers and their feedback often inspires our innovation and communication plan — this time their feedback inspired us to create the Miracle Gel Life-Proof campaign,” Sally Hansen global marketing VP Jeremy Lowenstein said. “It’s exciting to hear how much women love Miracle Gel and depend on it for life’s everyday occasions. That’s why we are thrilled to create a new campaign that will speak to them in a very personal way.”

Alongside the global digital campaign, Sally Hansen also is extending it to social media and a global influencer campaign. The brand is partnering with 25 nail influencers to shoot nail tutorials with Go-Pro cameras on their heads, allowing viewers to see it from a natural perspective. Videos started rolling out the week of June 1.

“We also know how important the long-wear aspect is for many women, this is why we decided to work with nail and lifestyle influencers and asked them to capture the content from their own perspective and share best practice on how to get the best long-wear effect,” Lowenstein said.