Sally Beauty's YOU By Sally Campaign Normalizes Self-Expression
Laura McQuarrie — June 4, 2021 — Fashion
References: sallybeauty & prnewswire
Sally Beauty's new YOU By Sally campaign celebrates self-expression and it features real people across different ages and professions who embrace color. Sally Beauty Holding Group Vice President, Marketing, Carolyne Guss, reports "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."
Now that people are preparing to return to a sense of normalcy, Sally Beauty wants to keep encouraging people to express themselves through bold hair colors now that a niche category has gone mainstream. The campaign features
Heather Chelan, a Seattle-born and London-based TikTok creator and musician, who sang about how having colored hair doesn't make people any less professional.
Now that people are preparing to return to a sense of normalcy, Sally Beauty wants to keep encouraging people to express themselves through bold hair colors now that a niche category has gone mainstream. The campaign features
Heather Chelan, a Seattle-born and London-based TikTok creator and musician, who sang about how having colored hair doesn't make people any less professional.
Trend Themes
1. Vivid Hair Color - The rising interest in vivid hair color presents an opportunity for the beauty industry to capitalize on the trend and create products tailored for self-expression and individuality.
2. Campaigns Celebrating Self-expression - More campaigns like Sally Beauty's YOU By Sally can encourage customers to embrace their individuality, creating a new market for products that go beyond traditional beauty standards.
3. Real People Representation in Advertising - The use of real people who embrace color and self-expression in advertising can cater to a more diverse and inclusive target audience, providing an opportunity for brands to tap into new markets and disrupt traditional advertising standards.
Industry Implications
1. Beauty Industry - The beauty industry can respond to the growing interest in vivid hair color by creating products that cater to self-expression and individuality, providing more options for customers.
2. Fashion Industry - The fashion industry can take advantage of the trend towards self-expression by incorporating bold colors into their designs, creating clothing and accessories that cater to individuals looking to make a statement.
3. Marketing and Advertising Industry - By incorporating real people who embrace self-expression and color into advertising campaigns, the marketing and advertising industry can create new narratives for brands that go beyond traditional beauty standards and appeal to a more diverse target audience.
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