Sally Beauty is launching “Colorfest,” a monthlong campaign to promote its hair color and nail care products. On tap is a pop-up event on Saturday, March 14, at The Grove in Los Angeles promising immersive experiences, expert beauty guidance from Sally Beauty experts Gregory Patterson, Monae Everett and Juli Russell, and curated collections from the brand’s product portfolio.
The free event is expected to draw 5,000 visitors.
“Colorfest marks the beginning of a bigger evolution for Sally Beauty,” Chris Kobus, chief marketing officer at Sally Beauty, said in a statement. “We’re focused on creating meaningful moments that make color more approachable, more inspiring, and more connected to how today’s consumers want to learn and shop in-store. It’s about showing up for our community in a more dynamic way and reminding them that Sally Beauty is their trusted source for professional-quality color and expertise.”
1-800-Flowers.com joins Instacart app
Jon Feldman, chief commercial officer at 1-800-Flowers.com, said the integration helps the company reach customers where they shop and supports its local florist network.
The festival comes as Sally Beauty Holdings is riding momentum from its “Sally Ignited” initiative to burnish its appeal to beauty shoppers with updated store layouts and curated collections of fragrances, hair care products and nail art. The Denton, Texas-based company last year added fragrance to its assortment for the first time with brands like Good Chemistry and Sabrina Carpenter’s Sweet Tooth.
The brand refresh is designed to “transform the business from a trusted beauty supplier to a modern, dynamic beauty powerhouse,” according to CEO Denise Paulonis.
Sally Beauty’s 2,400 stores carry more than 1,400 nail products and about 1,300 shades of hair color. The company offers hair care, skin care, nail, and styling products through retail outlets in North America, South America and Europe.
