Coty has brought on Anomaly as its global creative agency partner for the Sally Hansen brand, following a competitive review.
The MDC agency will work across a wide range of creative areas for Sally Hansen, such as TV, print, social and owned channels and in-store. Anomaly will also handle communications planning and media strategy for the brand.
Jeremy Lowenstein, VP-marketing for Sally Hansen, and Stuart Pocock, founder and managing partner of the Observatory, managed the review. Further details were not disclosed.
Sally Hansen previously worked with Laird & Partners on global creative. Representatives from the agency were not immediately available for comment. The beauty brand also works with Publicis Media on media planning and buying. Mr. Lowenstein said Anomaly and Publicis Media will work closely together.
Mr. Lowenstein said that the brand selected Anomaly because it's "impressed with their creativity and refreshing approach to challenge the status quo of traditional advertising."
The first work will come out in mid spring or early summer next year, but Mr. Lowenstein said the brand is in a planning process, so it's too soon to expand on Sally Hansen's marketing goals for 2017. Budget information on the account was not disclosed.
"We're excited to begin a new relationship with Coty and we're delighted that Sally Hansen has such an incredible legacy and it's a very trusted brand with incredible products, so we have a great foundation and a very, very clear ambition and task at a corporate level to lean into the changing landscape and evolve the brand across the board," said Karina Wilsher, Anomaly New York CEO and partner.
The work is being led out of Anomaly's New York office.
In October, Procter & Gamble Co. divested a big chunk of its beauty business to Coty. The $11.4 billion deal, which started being discussed in the summer of 2015, included P&G brands such as Wella, Sebastian, Clairol Professional and retail hair color, Gucci, Hugo Boss and Lacoste fragrances.
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CORRECTION: An earlier version of this article erroneously said Coty had acquired Dolce & Gabbana from Procter & Gamble but not Clairol retail hair color; the company did not acquire Dolce & Gabbana, but did buy Clairol retail hair color.