Sally Beauty revamps brand in new campaign

Dan Ochwat
Executive Editor
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Sally Beauty Supply launched an ad campaign and brand refresh that positions the retailer as a headquarters for hair color, hair care and nail care, with an emphasis on giving shoppers salon-quality results. The national campaign includes new store signage, digital, a new mobile app and a call for influencers to join the #SallyCrew.

The retailer has its own hair care store brands such as the Ion shampoos and conditioners that are “cruelty free.” The company recently stated it would have 80% of its own brand products be vegan by the end of 2021.

Denton, Texas-based Sally Beauty Holdings didn’t say how much exactly its store brands would be played up in the new ad campaign but one can imagine the new influencer network promoting its products to showcase professional results, as well as see its own brands receive some refreshed promotion in the new mobile app and via the new in-store strategy. 

The mobile app offers in-app-only offers, for example, and supports the retailer’s new loyalty rewards program.

From Jan. 6 through the end of the month, Sally Beauty Supply is asking for beauty influencers to apply at the company’s website to be one of five official beauty influencers called the #SallyCrew. They are brought to events, given free product to promote and could earn a contract up to $150,000, per the contest.

The in-store changes include new brand messaging, wayfinding signage, additional training for associates, and an updated POS system with Artificial Intelligence technology.

"For the last five decades, Sally Beauty has provided customers with top-quality products so they can be their own 'pro' at home," said Chris Brickman, president and CEO of Sally Beauty Holdings. "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."