SALLY BEAUTY

Our assignment as Sally Beauty’s AOR began with a total brand overhaul. With this, we aimed to accomplish four major things: go up against both box dye and salons (Sally’s two main competitors), communicate the life-changing benefits of using professional-grade products at home, showcase personalized, on-demand support when and where consumers needs it, and give the brand a personalty consumers can identify with (since their current brand is primarily sales and promotions). Below are four brand concepts with a different copy and messaging approach for each.

REBRAND CONCEPT 1: SALLY REVOLUTION

Role: Copywriter

Voice: Bold. Commanding. Inspiring,

This guerilla-style concept is akin to grabbing someone by the shoulders and shaking them awake. Touting Sally’s professional-grade products and expertise, we aimed to position pro-at-home beauty (that is, professional beauty products you can use at home) as a revolution; a force within the beauty industry; a huge eye-opener. Sally says: It’s time to stop settling for so-so…and upgrade to pro.

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REBRAND CONCEPT 2: PRETTY POWERFUL

Role: Copywriter

Voice: Defiant. Unapologetic. No-nonsense.

Beauty rule #1: There are no rules. With over 50 years in the pro-at-home beauty industry, Sally rebels against the sameness of superstore solutions and the time you’ve wasted in the salon chair. With this concept, we wanted to marry both sides of Sally’s personality—the seasoned professional and the spontaneous rebel—in a relatable, empowering package. ’Cause you’ve got the power to take beauty into your hands.

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REBRAND CONCEPT 3: A BETTER WAY

Role: Copywriter

Voice: Blunt. Brave. Authoritative.

Before, there were two ways to do beauty: surrender to salons or rely on lackluster prepackaged solutions. But with Sally, there’s finally a new way—and like never before, it’s in your home, in your budget, on your time and on your terms. This approach is boldly stands up to salons, positioning them as time-wasters and confidence-stealers through blunt, authoritative messaging. It’s time to wake up the beauty industry.

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REBRAND CONCEPT 4: ‘DO IT YOURSELF

Role: Copywriter

Voice: Straightforward. Casual. Empathetic.

Who says that at-home beauty has to be intimidating? With this concept, we positioned Sally as your approachable beauty coach, all about spilling salon secrets, simplifying and lingo and supporting you through every DIY step. Sally makes professional understandable like never before. Because complicated is way outdated.

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FUTURE STATE EXPERIENCE

Role: Copywriter

We wanted a way to make everything about hair—from understanding your hair type to finding new products—easier and less intimidating. Below are a screens from a proposed future state experience that include an in-store hair quiz, proactive product recommendations, personalized tutorials based on purchases, rewards integration, a hair health dashboard and Q&A content.

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REWARDS REFRESH

Role: Copywriter

This simple series of in-store signage and refreshed web pages promote Sally’s revamped rewards program.

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EMAILS

Role: Copywriter

Sally’s past emails were plain text and lacking in personality, so we did a sweep of edits to make them more engaging. (Well, as engaging as a shipping notification can be.)