Sally Beauty Holdings, Inc. has launched a new brand campaign, along with a revamped mobile app and updated POS systems and integration of AI technology in some cities.
The beauty retailer’s new motto, “Unleash Your PROtential:” is meant 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.
“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, chief executive 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.”
In select cities, shoppers will discover a new in-store experience featuring new brand messaging, improved wayfinding, additional training for associates, as well as updated POS systems and integration of AI technology. The improvements are designed to help consumers make more confident purchase decisions.
Sally Beauty’s brand relaunch also extends to the digital space with the start of the #SallyCrew Influencer Program. Sally Beauty 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 vice president 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 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.