Sally Beauty has launched a new brand campaign that touts its expertise in hair color, hair care and nail care. The relaunch is underscored by the brand’s new motto, “Unleash Your PROtential,” a call to action communicating 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. “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, Sally 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.
The brand relaunch 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. The program establishes formal partnerships with industry tastemakers to help Sally’s growing digital audience.
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.