DENTON, TX — Sally Beauty Holdings has launched a PR agency review, among a series of recent moves by the retailer to revamp its brand as well as its business, PRovoke Media has learned.

PRovoke Media understands that the hair and beauty supply retailer, which has more than 5,000 stores worldwide, is looking for an agency to handle PR and influencer marketing in the US and Canada.

The remit includes PR strategy and activations, crafting key initiatives, media relations and partnerships, with campaigns executed in English and French.

Target audiences include women, African Americans, Hispanics and millennials. Driving retail and B2B business also are among the goals.

Sally Beauty has recently worked with Dallas-based True Point Agency, which was part of the brand’s January relaunch positioning the chain as the go-to retailer for professional quality beauty products.

In 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.

The company did not respond to request for comment when this story went live.