Sally Beauty Holdings announced the launch of its new brand campaign as the expert leader in hair color, hair care, and nail care
The relaunch is underscored by the brand’s new motto, “Unleash Your PROtential”. It is a CTA communicating to customers that Sally Beauty is will empower beauty enthusiasts. While achieving salon-quality results from the comforts of home. While for the first time, Sally Beauty is promoting its brand relaunch with national media and market activations.
Chris Brickman, Chief Executive of Sally Beauty Holdings said
“For the last five decades, Sally Beauty has provided customers with top-quality products. We’ve evolved from a single-store in New Orleans to a global operation comprising more than 5,000 locations. Also, we are proud to launch a new era here at Sally. It will reaffirm our authority in the hair and beauty industry.”
In select cities, Sally shoppers will discover a new in-store experience. It will feature new brand messaging, improved wayfinding, additional training for associates, as well as updated POS systems and integration of AI technology. The improvements will help consumers make more confident purchase decisions.
Sally Beauty’s brand relaunch extends to the digital space with the start of the #SallyCrew Influencer Program. It is now accepting applications from beauty influencers to serve as Sally Beauty brand ambassadors. The program establishes formal partnerships with dynamic industry tastemakers to help Sally’s growing digital audience further “Unleash their protential”. Five #SallyCrew members will be chosen, each earning a one-year, paid contract of up to $150,000. Apart from this, professional business coaching and spokesperson opportunities will be among other benefits.
Carolyne Guss, group vice president of marketing said
“Sally Beauty’s motto is to empower consumers to take beauty into their own hands. Also, we’re looking for influencers who can help achieve this mission and engage our audiences in compelling ways. 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, as well as in-app-only offers. The app also supports Sally Beauty’s revamped rewards program, enabling users to easily track their points and access reward certificates for quick redemption.