Since 2018, Sally Magnificence has been within the throes of a company-wide transformation, enhancing in-store experiences, incorporating cellular AR options and creating an incubated SallyCrew group of DIY influencers, amongst different initiatives. Now, the retailer is hitting the fuel on speaking that with its newest model marketing campaign.
Right now, Sally Magnificence debuts its “You by Sally” digital-first marketing campaign with TikTok creator and musician Heather Chelan. Chelan caught the attention of the Sally Magnificence govt group after releasing a viral video in March, with 7.9 million views, that proclaimed “Having coloured hair doesn’t make you unprofessional,” mentioned Carolyne Guss, Sally Magnificence group vice chairman of selling. Chelan and an prolonged model of the music are integrated within the new Sally Magnificence marketing campaign. It additionally options Sally Magnificence CEO Chris Brickman; web type icon Helen Ruth Elam, in any other case generally known as Baddiewinkle; dancer Marquese “Nonstop” Scott and LGBTQ+ advocate Brian Terada. The entire expertise sport vibrant, coloured hair within the video. The marketing campaign will run throughout Fb, Instagram, Pinterest, YouTube and video streaming platforms. The “Coloured Hair” observe may even be accessible on Spotify and YouTube, and will probably be featured on Sally Magnificence’s Spotify playlist.
“It was so easy and trustworthy,” mentioned Guss of the unique music. “It actually resonated with us, and our group reached out. We constructed this with Heather, and the message is absolutely about how vital and pivotal self-expression is.”
Chelan mentioned the Sally Magnificence group first contacted her by way of her Instagram direct messages. “They requested if they might share my unique ‘Coloured Hair’ video to their web page and, clearly, I mentioned sure. I used to be tremendous excited, since Sally has at all times been a go-to retailer for me,” she mentioned. “A day or so later I obtained an electronic mail from them, asking if I wished to hop on a video name to debate presumably working collectively extra sooner or later, and it took off from there.”
Chelan’s on-line presence absolutely took form in March 2020. “Up till then, I posted the occasional selfie and movie of my canine. However as quickly as lockdown hit, I discovered myself making brief PSA musical movies and posting them on-line. I’ve at all times been opinionated and I’ve at all times performed music, so I believed I would as nicely put them collectively and see what occurs.”
In style subjects for Chelan have been tattoo removing, psychological well being and civil rights points. “Generally [they’re] with added comedy, typically not,” she mentioned. “I’d say most of my followers are fairly liberal and assume outdoors the field. They should be opinionated and prefer to chortle, as a result of I actually don’t know why else you’d observe me.”
Brickman was so impressed by Chelan, he too dyed his hair shades of blue and orchid for the video. The day after the video, “a grandmother in a neighborhood Denton, Texas grocery retailer mentioned, ‘My granddaughter wish to inform you that you’ve superior hair,” he mentioned. “Our merchandise provide you with a connection level, which provides individuals a cause to speak to you, have interaction with you and have enjoyable. It’s so core to who we’re.”
Brickman added that gross sales associates are inspired to precise themselves by way of their hair colour and minimize in shops to then encourage prospects to do the identical. “We don’t have costume codes the way in which different retailers do, by way of how individuals current themselves. That’s the development that is happening in society proper now, and that’s our area of interest,” he mentioned, emphasizing the corporate’s various and multi-cultural buyer base that ranges in age from teenagers to 90-year-olds.
Vibrant hair colour, particularly, has been of the fastest-growing segments for Sally Magnificence in 2020, as shoppers grew to become extra open to experimenting and expressing themselves by way of their magnificence routines. Brickman mentioned that Sally Magnificence’s vivid hair-color gross sales have been up 53% year-over-year final quarter. Hair colour sometimes accounts for 30% of enterprise. “We’ve seen hair colour explode within the final 5 years and much more throughout Covid. We’re the most important vendor of hair colour in magnificence, and we need to actually embrace that.”