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Journalism 4250 Management of Strategic Communication - Spring 2023: Where to Start

Client Information

Client: Sally Hansen


Sally Hansen is challenging the students to “increase basket” meaning increase sales beyond the typical nail polish purchase among Gen Z consumers. 

Potential Topics:

  • Nail care history 
  • How nail polish fits within the broader category of nail care and personal care?
  • Sources of growth / trends in nail color/care and overall personal-care (Gen Z’s role)
  • Trends in DIY services vs. professional salons, etc. (Gen Z’s role)
  • Current at home nail care consumers / how they compare to nail salon consumers (Gen Z’s vs. other groups)
  • How nail polish, nail care and body makeup fit within broader consumer trends in fashion/self-expression and self-care (Gen Z approach)

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