Diana Marszalek 02 Jun 2021 // 4:02PM GMT
DENTON, TX — Sally Beauty Holdings has named Praytell as its US PR agency of record, among a series of recent moves by the retailer to revamp its brand as well as its business, PRovoke Media has learned.
Praytell has been hired to support Sally Beauty, which has more than 5,000 stores worldwide, as well as the company’s Beauty Systems Group businesses, CosmoProf and Armstrong McCall stores. The agency will handle public relations, creative strategy, and diversity & inclusion.
Praytell won the business in a competitive agency review that started late last year. In the RFP, the company said its target audiences are women, African Americans, Hispanics, and millennials. Driving retail and B2B business are among its goals.
“During the RFP process we were looking for a partner to help elevate our brand experience. It was clear from the start Praytell understood our values and how we wanted to resonate with our consumers and customers,” said group VP of marketing Carolyne Guss. “As the leader in professional hair color, we are thrilled to be working with such a driven public relations agency that will help take Sally Beauty Holdings to the next level.”
Sally Beauty has recently worked with Dallas-based True Point Agency, which was part of the brand’s January 2020 relaunch positioning the chain as the go-to retailer for professional quality beauty products.
Last October, the company hired three new marketing VPs to bolster content and creative offerings surrounding its full-court press to expand its digital business. Expanding e-commerce capabilities, shortening delivery times and enabling customers to virtually test products via an app are among Sally’s investments in the process.