Sally Beauty recently unveiled a new campaign with the motto, "Unleash Your PROtential.” With the goal of conveying to consumers that they can achieve a professional look from home, Sally will have national media campaign throughout the fiscal year.
"For the last five decades, Sally Beauty has provided customers with top-quality products so they can be their own 'pro' at home," Chris Brickman, Chief Executive of Sally Beauty Holdings, said in a release. “We've evolved from a single-store in New Orleans to a global operation comprising more than 5,000 locations. We are proud to launch a new era here at Sally that reaffirms our authority in the hair and beauty industry.”
Sally Beauty, which has its headquarters in Texas and has a little more than 5,000 stores, says customers in certain markets will find new in-store experiences with new brand messaging, integration of AI technology, and more. The mobile app now will include in-app-only offers and support the company’s revamped rewards program, meaning users can track points and access reward certificates for redemption.
The brand relaunch also includes another digital element, with the start of the #SallyCrew Influencer Program. Sally Beauty is inviting beauty influencers to apply to serve as brand ambassadors, adding that “Five #SallyCrew members will be chosen, each earning a one-year, paid contract of up to $150,000, professional business coaching and spokesperson opportunities, among other benefits.”
“Sally Beauty is committed to empowering consumers to take beauty into their own hands, and we're looking for influencers who can help achieve this mission and engage our audiences in compelling ways," Carolyne Guss, group vice president of marketing, said in the release. "We look forward to working with inspiring artists in our industry to showcase Sally Beauty's forward-thinking approach to hair care and beauty.”
With its new influencers program, Sally Beauty is hoping to connect with customers in an authentic manner. Social media channels, particularly YouTube and Instagram, are booming with user-generated content, including reviews and tutorials for fashion, beauty, and makeup brands – so much so that 80 percent of Instagram users say Instagram helps them decide whether to buy a product or service.
The brand relaunch is the latest in a series of enhancements and updates Sally Beauty has announced over the past year. In November 2019, Sally Beauty shared news that ColorView AI Technology was added to the brand’s mobile app and kiosks in 500 stores. The technology allows customers to “try on” different hair colors and makeup before purchases and can match users to recommended products.