Sally Beauty has become the latest beauty retailer to heighten its focus on in-home care after launching a new marketing campaign.
The campaign calls on customers to “Unleash Your PROtential” in a reference to the goal of helping customers to achieve salon-quality results in their own homes.
Sally will make use of influencers through the new #SallyCrew programme, in which the retailer will hire five beauty influencers to be brand ambassadors.
The company said it is introducing a new in-store experience, incorporating better store navigation, new training programmes for staff and integration of AI technology.
Sally will also talk up the benefits of its mobile app after it introduced the ability to try out hair colours and types of makeup through the app back in November.
Chris Brickman, Chief Executive of Sally Beauty Holdings, said: "For the last five decades, Sally Beauty has provided customers with top-quality products so they can be their own ’pro’ at home.
“We’ve evolved from a single store in New Orleans to a global operation comprising more than 5,000 locations. We are proud to launch a new era here at Sally that reaffirms our authority in the hair and beauty industry."
Carolyne Guss, group vice president of marketing, said: "Sally Beauty is committed to empowering consumers to take beauty into their own hands, and we’re looking for influencers who can help achieve this mission and engage our audiences in compelling ways.
"We look forward to working with inspiring artists in our industry to showcase Sally Beauty’s forward-thinking approach to hair care and beauty."
L’Oréal this week introduced a new device which uses AI to offer customers to create personalised beauty products in their home. Unveiled at the Consumer Electronics Show, the Perso’s “Smart Skincare System” can take into account a range of personal and environmental factors about the consumer and then create a new skincare formula from cartridges installed in the device.
Our view: For beauty and cosmetics companies, offering virtual make-up assistants in customers’ homes allows predominantly online customers to continue to experience the benefits of coming into stores, overcoming the “imagination gap” between online product images and the physical product.
This sector is not alone in using the technology; fashion retailer Zalando has also created technology to allow customers to virtually try on clothes. Meanwhile, the DIY and furniture sectors are introducing augmented reality options to allow customers to virtually place objects in their home.
Other sectors will struggle to emulate this. There is currently no way to allow customers to try different perfumes at home, for example.
Whether customers, particularly less technology-savvy ones, will embrace the technology remains to be seen. It is likely that this new technology will coexist with in-store make-up testing for some time.