Since introducing a DIY beauty focus in 2018, beauty retailer Sally Beauty has found success. Now it wants to expand its positioning through new influencer and content creation programs.
Sally Beauty has purposely built itself as a place for the DIY hair dye user and beauty expert. With this in mind, the company will be expanding its DIY content from April, for everyone from beginners to experienced “do-it-yourselfers,” as the store calls its customers. It also plans to launch a store associate affiliate program and a micro-influencer program. Since 2018, Sally Beauty has undergone a dramatic transformation, including improving shopping experiences, incorporating mobile AR features, and developing an incubated SallyCrew group of DIY influencers.
“We are building on the strategy we have developed over time. The goal at Sally Beauty is to inspire more colorful, confident and welcoming [beauty]’ said Carolyne Guss, group VP of marketing at Sally Beauty. “Our DIY strategies are important because a lot of them inspire the DIYer and build a community around them.”
According to Sally Beauty’s fiscal 2022 earnings report in February, consolidated net sales increased 4.7% year-over-year to $980 million, with comparable store sales up 6.1%. The company operates primarily through two business units, Sally Beauty Supply and Beauty Systems Group. The latter is a network of stores and direct sales consultants that sell exclusive professional salon brands to licensed beauty professionals.
Sally Beauty has created a “DIY University” series on her YouTube channel, where it currently has over 41,000 subscribers. DIY University consists 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 play a role in hair dyes, ingredients and product stories, and different hair dyes. The first chapter, titled “DIY U intro”, was posted on Thursday in the form of seven videos. The second chapter will roll out from late April through 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 been “refreshing” her YouTube channel, Guss said. It now ensures the channel includes information on a wide variety of topics, including textured hair, and introduces more stories from founder-led brands. Actress Taraji P. Henson’s TPH took center stage in several videos in January.
“We want to defuse something” [anxious] feelings [around at-home hair dye]especially with a novice DIYer, and help guide them through the process,” Guss said. expanding into more professional content.”
Social media is an important 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 social followers of 1,000-50,000 people on major social platforms such as Instagram. Participants can also give Sally Beauty instant feedback on new launches. There is no minimum of posts, Guss said. She added that Sally Beauty is looking for a diverse cast of people who are trend-driven and enthusiastic about the DIY beauty and hair dye spaces.
Although this is the first cohesive program for micro and macro influencers, Sally Beauty launched Sally Crew in 2020. Within Sally Crew, invited influencers sign a one-year contract with the retailer, gain access to exclusive products and events, are invited by a spokesperson and featured on Sally Beauty’s social channels and in marketing materials.
All in-store sales associates are now invited to earn commissions for online purchases through affiliate links, a strategy reminiscent of the time when retailers like Macy’s wanted to recruit employees as influencers around 2018. should be promoted, Guss said. E-commerce sales are a lucrative opportunity for Sally Beauty. According to the February corporate earnings report, global e-commerce revenue grew 22% year-over-year to $81 million in the first quarter of fiscal 2022, accounting for 8.3% of total revenue.
“As home beauty continues to evolve, we are hyper-focused on building our community of DIYers. We knew we needed to not only expand our Sally Crew, but also collaborate with other beauty experts and create a space for DIYers. it-yourself conversations,” said Frances Lukban, VP of content and media strategy at Sally Beauty. “Our evolved influencer strategy led to the development of our new Associate Affiliate and Sally Insiders programs.”
The third pillar for the DIY strategy is a new program in store: iPads are now available in the hair dye section, allowing people to get real-time advice and information from licensed cosmetologists. The program, initially operating as a pilot in the Dallas Fort Worth area, will expand to the Northeast beginning in May. Customers will then receive a summary by email and estheticians will be in touch about four days later to review a person’s hair dye experience.
“The idea of DIY is that you do it yourself, but people do need help along the way,” Guss says.