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Sally Beauty Announces Multicomponent Brand Relaunch

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Sally Beauty has announced the launch of its new brand campaign, which correlates with the company’s new motto, “Unleash Your PROtential.”

Sally Beauty has announced the launch of its new brand campaign, which correlates with the company’s new motto, “Unleash Your PROtential.” The brand relaunch and motto are aimed toward empowering beauty enthusiasts to achieve salon-quality results through at-home beauty treatments.

Previously: Sally Beauty Launches SBH Going Green Program

The relaunch, which will be promoted with national media and market activations throughout the fiscal year, also features a new in-store experience in select cities.

Related: Sally Beauty Implements In-Store Color Assessment Tool for At-home Hair Dyeing

The improvements are designed to help consumers make more confident purchase decisions. Some of these changes include new brand messaging, improved wayfinding, additional training for associates, as well as updated POS systems and the integration of AI technology.

Extending to the digital space, the brand’s relaunch also features the start of the #SallyCrew Influencer Program, which is now accepting applications from beauty influencers to serve as Sally Beauty brand ambassadors. Five #SallyCrew members will be selected, each receiving a one-year, paid contract of up to $150,000, as well as professional business coaching and spokesperson opportunities, among other benefits.

Additionally, the brand relaunch also includes the Sally Beauty mobile app, which incorporates innovative features of the first mobile website and in-app-only offers. The app also supports the revamped rewards program, enabling users to easily track their points and access reward certificates for quick redemption.

“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.”

“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.”