Sally Beauty announces brand relaunch

By

Robin Driver

Published
Jan 7, 2020

Denton, Texas-based beauty retailer and hair specialist Sally Beauty Holdings, Inc. revealed its brand relaunch on Tuesday, unveiling a bold new brand identity and multimedia campaign, as well as a revitalized store experience in certain locations and new influencer and rewards programs.

 
Through its relaunch, Sally Beauty is hoping to establish itself as the “go-to destination for professional-grade products to confidently use at home,” an objective reflected in the retailer’s new motto, “Unleash Your PROtential.”
 
At selected Sally Beauty locations, customers will discover a new store experience featuring integrated AI technology and updated POS systems, as well as refreshed brand messaging, improved wayfinding and associates trained to help shoppers make more confident purchase decisions.

As part of its relaunch, Sally Beauty is also now accepting applications for its new #SallyCrew influencer program. The retailer will select five #SallyCrew members who will serve as its brand ambassadors, securing a one-year paid contract of up to $150,000, while also receiving 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," Sally Beauty’s VP of marketing, Carolyne Guss, in a 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."
 
The relaunch also includes the Sally Beauty mobile app, which complements features from the retailer’s mobile-first website with exclusive in-app offers, as well the ColorView AI experience, which allows users to virtually try out a new hair color.
 
The app supports the revamped Sally Beauty rewards program too, providing users with a way to easily track their points and access reward certificates.
 
In fiscal 2019, Sally Beauty Holdings reported annual net earnings of $271.6 million on revenues of $3.88 billion.
 
The retailer will continue to promote its brand relaunch throughout fiscal 2020 with national media and market activations.