Sally Beauty adds new initiatives to reach DIY beauty consumers

Since introducing a DIY beauty focus in 2018, beauty retailer Sally Beauty has found success. It is now looking to expand its positioning through new influencer and content creation programs.

Sally Beauty has purposely built herself as a place for the do-it-yourself hair dye user and the beauty expert. With that in mind, the company is expanding its DIY content starting in April, targeting everyone from beginners to “DIY” experts, as the retailer calls its customers. It also plans to launch an affiliate program for store affiliates and a micro-influencer program. Since 2018, Sally Beauty has undergone a dramatic transformation by enhancing in-store experiences, incorporating mobile AR capabilities, and developing an incubated SallyCrew group of DIY influencers, among other initiatives.

“We are building on the strategy we have developed over time. Sally Beauty’s purpose is to inspire more colorful, confident and welcoming [beauty]”said Carolyne Guss, group vice president of marketing at Sally Beauty.” Our do-it-yourself strategies are important because a lot of them inspire do-it-yourselfers and build a community around them. “

According to Sally Beauty’s Fiscal Year 2022 First Quarter Earnings Report in February, consolidated net sales increased 4.7% to $ 980 million year-over-year with a comparable sales increase of 6.1%. The company operates mainly through two business units, Sally Beauty Supply and Beauty Systems Group. The latter is a network of shops and direct sales consultants that sell exclusive brands for professional salons to licensed beauty professionals.

Sally Beauty has created a “DIY University” series on her YouTube channel, where she currently has over 41,000 subscribers. DIY University is made up of several “chapters” of videos, which will be published in the coming months. Chapters cover specific areas such as hair anatomy, different hair types and how they affect hair dyes, ingredient and product stories, and various hair dyes. The first chapter, titled “Do it yourself U intro”, was released Thursday in the form of seven videos. The second chapter will be released starting from the end of April and until May. Members of Sally Beauty’s paid influencer group, Sally Crew, such as Gregory Patterson (@GregoryPattersonHair; 30,000 Instagram followers), will host these videos. Since February, Sally Beauty has “revamped” her YouTube channel, Guss said. It now ensures that the channel includes information on a wide range of topics, including textured hair, and introduces more storytelling from the founder-led brands. TPH by actress Taraji P. Henson was the focus of several videos in January.

“We want to defuse some [anxious] feelings [around at-home hair dye]particularly with a beginner DIYer, and help guide him through the process, “Guss said.” There’s no shortage of content out there, but we want to have a place to stay and talk about the basics and then expand. in more professional level content “.

Social media is a significant part of Sally Beauty’s revised content strategy. A new unpaid micro-influencer program called “Sally Insider” will provide free products to 1,000 micro and nano-influencers who have a social following of 1,000-50,000 on major social platforms like Instagram. Attendees will also be able to provide direct feedback to Sally Beauty on the new launches. There isn’t a minimum of publication, Guss said. He added that Sally Beauty is looking for a diverse cast of people who are trend-oriented and enthusiastic about DIY beauty and hair dye spaces.

Although this is the first cohesive program of micro and macro influencers, Sally Beauty launched Sally Crew in 2020. Within Sally Crew, invited influencers sign a one-year deal with the retailer, receive access to products and events. exclusive, are invited to witness opportunities and are featured on Sally Beauty’s social channels and in marketing materials.

All in-store sellers are now encouraged to earn commission for online purchases via affiliate links, a strategy reminiscent of when retailers like Macy’s wanted to recruit employees as influencers around 2018. There’s no minimum follower or expectation. explicit about how Sally Beauty products should be promoted, Guss said. Ecommerce sales are a profitable opportunity for Sally Beauty. According to the company’s February earnings report, global ecommerce sales increased 22% year-over-year to $ 81 million in the first quarter of fiscal year 2022, accounting for 8.3% of total sales. .

“As home beauty continues to evolve, we are hyper-focused on building our DIY community. We knew we needed to not only expand our Sally Crew, but also lean on other beauty experts and create a space for DIY conversation, ”said Frances Lukban, vice president of content and media strategy at Sally Beauty. “Our evolved influencer strategy kicked off the development of our new Associate Affiliate and Sally Insiders programs.”

The third pillar of the DIY strategy is a new in-store program: iPads are now available in the hair dye section, allowing people to solicit real-time advice and information from licensed cosmetologists. Initially operating as a pilot in the Dallas Fort Worth area, the program will expand northeast starting in May. Customers will then receive an email summary, and cosmetologists will follow up about four days later to verify a person’s hair dyeing experience.

“The concept of DIY is that you do it yourself, but people need help along the way,” Guss said.

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