Sally Beauty Is On A Mission To Normalize Self-Expression with New Campaign: "YOU by Sally" featuring Musician & TikTok Star Heather Chelan

Rhea-AI Summary

Sally Beauty has launched a new campaign, YOU by Sally, aimed at promoting self-expression through hair color. The campaign highlights the rise of vivid hair colors, which grew by 53% in Q1 2021, making up 27% of total color sales. Partnering with TikTok creator Heather Chelan, the campaign features her viral video and a new anthem titled Colored Hair. It aims to normalize colored hair in professional settings and showcases a diverse cast of influencers. The campaign was launched on June 4, 2021, across various digital platforms.

Positive

• Vivid hair color sales grew by 53% in Q1 2021.
• Vivid colors accounted for 27% of total color sales.
• Collaboration with TikTok star Heather Chelan increases brand visibility.
• Launch of 'Colored Hair' anthem enhances campaign appeal.

Negative

• None.

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

FAQ

What is the YOU by Sally campaign launched by SBH?

The YOU by Sally campaign promotes self-expression through hair color, featuring TikTok star Heather Chelan.

How much did vivid hair color sales increase in Q1 2021 for SBH?

Vivid hair color sales increased by 53% in Q1 2021.

What percentage of total color sales do vivid colors represent at SBH?

Vivid colors represent approximately 27% of total color sales.

When was the YOU by Sally campaign launched?

The YOU by Sally campaign was launched on June 4, 2021.

What is the anthem for the YOU by Sally campaign?

The anthem for the campaign is titled Colored Hair, inspired by Heather Chelan's viral video.