Sally Beauty Holdings wants a bigger piece of the beauty market.
The company is revamping its brand identify with the launch of a new campaign that positions Sally Beauty as the go-to-destination for professional-grade products to use at home. The relaunch is underscored by the brand's new motto, "Unleash Your PROtential," which is intended to communicate to customers that Sally Beauty is committed to empowering beauty enthusiasts to achieve salon-quality results from the comforts of home. For the first time, Sally Beauty is promoting its brand relaunch with national media and market activations throughout the fiscal year.
In Sally Beauty stores in select cities, shoppers will discover a new in-store experience featuring new brand messaging, improved wayfinding, additional training for associates, updated POS systems and integrated AI technology. The improvements are designed to help consumers make more confident purchase decisions.
"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, CEO, 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."
Sally Beauty's brand relaunch extends to the digital space with the start of the #SallyCrew Influencer Program. The company is now accepting applications from beauty influencers to serve as Sally Beauty brand ambassadors. 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," said Carolyne Guss, group VP of marketing. "We look forward to working with inspiring artists in our industry to showcase Sally Beauty's forward-thinking approach to hair care and beauty."
Sally Beauty's brand relaunch also includes its mobile app, which incorporates innovative features of its mobile-first website and as in-app-only offers. The app also supports Sally Beauty's revamped rewards program, enabling users to track their points and access reward certificates for quick redemption.
Through the Sally Beauty Supply and Beauty Systems Group businesses, Sally Beauty Holdings sells and distributes through 5,089 stores, including 179 franchised units, and has operations throughout the United States, Puerto Rico, Canada, Mexico, Chile, Peru, the United Kingdom, Ireland, Belgium, France, the Netherlands, Spain and Germany.