# Expressive Hair Campaigns Sally Beauty's YOU By Sally Campaign Normalizes Self-Expression By Laura McQuarrie | Published 2021-06-04 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/you-by-sally References: [prnewswire](https://www.prnewswire.com/news-releases/sally-beauty-is-on-a-mission-to-normalize-self-expression-with-new-campaign-you-by-sally-featuring-musician--tiktok-star-heather-chelan-301305800.html) & [sallybeauty](https://www.sallybeauty.com/you-by-sally/) 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](https://www.trendhunter.com/trends/holiday-beauty-at-home) 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](https://www.trendhunter.com/trends/aging-disgracefully-collection) now that a niche category has gone mainstream. The campaign features Heather Chelan, a Seattle-born and London-based [TikTok](https://www.trendhunter.com/trends/main-character-hair) creator and musician, who sang about how having colored hair doesn't make people any less professional. ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 16% | Activity: 60% | Freshness: 10% - Audience gender: 30% men, 70% women - Primary generations: Gen Z - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hair](https://www.trendhunter.com/hair) ## Key Themes ### What Makes This Trend Stand Out - **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. - **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. - **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. ### Sectors Adopting This - **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. - **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. - **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. ## Related on Trend Hunter - [Home-Centric Beauty Campaigns](https://www.trendhunter.com/trends/holiday-beauty-at-home.md) - [Expressive Haircare Campaigns](https://www.trendhunter.com/trends/play-in-color.md) - [Expressive Hair Campaigns](https://www.trendhunter.com/trends/main-character-hair.md) - [Inclusive Hair-Styling Campaigns](https://www.trendhunter.com/trends/myhairamimodo.md) - [Celebratory LGBTQ Haircare Campaigns](https://www.trendhunter.com/trends/pantene-beautifulgbtq-campaign.md) - [Digitized Hair Consultations](https://www.trendhunter.com/trends/sally-beauty-1.md) - [Education-Supporting Beauty Brands](https://www.trendhunter.com/trends/rooted-in-success.md) - [Bold Beauty Campaigns](https://www.trendhunter.com/trends/i-play-beauty-campaign.md) - [Authenticity-Centric Beauty Series](https://www.trendhunter.com/trends/we-belong-to-something-beautiful.md)