• by Larissa Faw , October 5, 2017

Coty is introducing the first-ever brand campaign for Sally Hansen, which suggests a world made for and by women. Media planning was provided by Zenith.

Developed with agency Anomaly, the "Self-Made Beauty" platform includes the "Shetopia" film that features self-made CEOs, business leaders, bloggers, advocates, and athletes who are advocating for a more equal world. The film flips common stereotypes to introduce a corporate culture in which men are fighting for better representation, older women are dating younger men and female athletes are playing on teams alongside men.

Have a look here.

Anomaly created the film with a mainly female creative and production team headed by director Natalie Rae. Rae is known for her work on women’s issues. In addition, the campaign's soundtrack, titled "Women," was created by singer-songwriter Diana Gordon, known for her empowering, feminist lyrics.

Campaign components include TV spots and an online video that will be broadcast across the 50 countries in which the brand is currently sold. The work will also run across digital media channels and appear via in-store displays.

"This platform "truly embodies the life and spirit of Sally Hansen, the founder," stated Jeremy Lowenstein, vice president, global marketing, Sally Hansen. "My hope is that this campaign empowers and inspires even more women to take beauty in their own hands, so that they, too, can create their best selves... every single day.”