DENTON, Texas, June 4, 2021 /PRNewswire/ -- Sally Beauty,
the largest omni-channel hair color retailer, continues to
celebrate the art of self-expression as the go-to destination for
hair color enthusiasts. To bring new life to its longtime
commitment, Sally Beauty launched its latest campaign today, "YOU
by Sally."
Vivid, bright shades are the fastest growing hair color category
at Sally Beauty. During January- March
2021, Sally Beauty's US and Canada vivid hair color grew by approximately
53%, with vivid hair color representing approximately 27% of total
color sales. "Interest in vivid hair color was already rising, but
the pandemic brought a heightened sense of self-expression with our
consumer - they were emboldened to try something new," said Sally
Beauty Holding Group Vice President, Marketing, Carolyne Guss. "As the country opens up, we want
to encourage consumers and DIY enthusiasts to continue this journey
of self-expression through hair color. Hair color is not just about
covering grays, it is also a tool for creativity." A category that
was once considered niche, has become mainstream.
To bring the transformative power of color to life, Sally Beauty
partnered with Heather Chelan for
its latest campaign, "YOU by Sally." Heather, a Seattle-born and London-based TikTok creator and musician, has
always loved to express herself through her appearance and music.
The pandemic drove her to look at her content in a new way by
bringing forth short "PSA" style videos. This past March, Heather
posted a video that went viral and garnered over 7.9M views on TikTok. In the 15-second clip, she
sang about how "Having Colored Hair Doesn't Make You
Unprofessional." The simple yet direct video had a
thought-provoking refrain: that bold hair colors have no impact on
peoples' professional abilities. "I've been turned down for many
jobs based on my hair color, but self-expression shouldn't come
with boundaries," said Heather
Chelan.
Heather's mantra spoke to Sally Beauty's core values and
inspired the retailer to take immediate action by collaborating to
develop a full version of the song titled, "Colored Hair;" which
serves as an anthem and rally cry for Sally Beauty's new campaign
"YOU by Sally" starring Heather herself. In addition to the 30
second spot, a full length version was also created.
Alongside Heather, the "YOU by Sally" campaign features a
diverse and unexpected cast of influencers who help bring the
message to life. Partners include popular "granfluencer" Baddie
Winkle who has over 3.5M Instagram
followers, professional dancer Marquese "NonStop" Scott, Non-Profit
Founder & LGBTQ+ advocate Brian
Terada, musician Grace Kelly, American Ninja Warrior contestant, Sally Crew member, and mom Charity Grace, Registered Pediatric Nurse Glecy
Baquirin, and to round out the cast, Sally Beauty CEO Christian Brickman, a long-standing supporter of
self-expression at both the corporate and store associate
level.
"Having colored hair is commonplace here at Sally Beauty, but we
know that not every workplace is as expressive. When we re-shared
Heather's original video, it was eye-opening to see how many folks
within our community have felt judged for being themselves," said
Sally Beauty Holdings CEO, Christian
Brickman. "It was a no-brainer to partner up with Heather,
and work together to make self-expression 'the norm.' I enjoyed the
discussions my new hair color sparked with employees and even
strangers. Similarly, we hope the video becomes a catalyst for more
conversation."
The team brought in esteemed Director Dewey Nicks and COMPany Films production to work
in partnership with its creative communications and public
relations agency, Praytell. Dewey's work in commercials,
documentary and feature films have cemented his legacy as one of
the most prominent American visual storytellers. "With Heather's
hit song as the inspiration, we went boldly and happily into a
bright polychromatic shoot fest to show that colored hair makes
everyone's world a little bit better," Dewey adds.
Sally Beauty believes this message of empowerment will resonate,
and is launching the campaign on June
4 across video streaming platforms, Facebook, Instagram,
Youtube, and Pinterest. The full version of "Colored Hair" will
also be released on Sally Beauty's Spotify playlist. In addition,
Sally Beauty is partnering with TikTok to feature a special cut of
"Colored Hair" on the digital platform.
"With our assortment, DIY education initiatives, and now this
new, bold campaign - simply put, we are THE hair color
destination," says Sally Beauty Holdings CEO, Christian Brickman, definitively.
Standing apart from its competition, Sally Beauty is a
one-stop-shop for all at-home hair color needs, with over 1200
salon-quality shade options. Customers can choose from over 250
vibrant, bright shades and over 950 gray coverage shades in-store
and online. Today, Sally Beauty further reinforces this with
the launch of its new campaign, "YOU by Sally."
About Sally Beauty Holdings, Inc.
Sally Beauty
Holdings, Inc. (NYSE: SBH), as the leader in professional hair
color, sells and distributes professional beauty supplies globally
through its Sally Beauty Supply and Beauty Systems Group
businesses. The Company operates approximately 5,000 stores,
including 142 franchised locations. Sally Beauty Supply stores
offer up to 8,000 products for hair color, hair care, skin care,
and nails through proprietary brands such as Ion®, Generic Value
Products®, Beyond the Zone® and Silk Elements® as well as
professional lines such as Wella®, Clairol®, OPI®, Conair® and Hot
Shot Tools®. Beauty Systems Group stores, branded as CosmoProf® or
Armstrong McCall® stores, along with its outside sales consultants,
sell up to 10,500 professionally branded products including Paul
Mitchell®, Wella®, Matrix®, Schwarzkopf®, Kenra®, Goldwell®, Joico®
and CHI®, intended for use in salons and for resale by salons to
retail consumers. For more information about Sally Beauty Holdings,
Inc., please visit https://www.sallybeautyholdings.com/.
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SOURCE Sally Beauty Supply