LONDON — Professional beauty brand Sally Beauty has appointed M&C Saatchi Talk as its first lead UK lifestyle PR agency, including press office and influencer campaign consultancy for trade and consumer audiences.

The win has also led to work for the agency’s independent global network, SERMO, as Sally Beauty has also signed five of the network’s European partners to provide social strategy support for its sister brand, Pro-Duo, across France, Germany, Spain, Netherlands and Belgium.

The partners are: Little Stories in France; Headspace Public Relations in Germany; Nota Bene in Spain; Dijksman Communicatie in the Netherlands; and Turbulence in Belgium.

M&C Saatchi Talk has been briefed to deliver a consumer and professional trade programme for Sally Beauty, the consumer retail business, and Salon Services, its trade retail business for hairdressers and beauty professionals.

As well as online sales, Sally Beauty operates more than 3,500 stores worldwide and has a range of about 8,000 products including hair colour, haircare, skincare and nail products.

The win comes at a time when consumer demand for professional beauty and grooming products has increased thanks to limited access to professional services during lockdowns, and as the freelance beauty market is booming as many salon professionals have gone solo as a result of the pandemic.

Sally Beauty’s European head of content and creative Suzanne Smith said: “With the beauty industry at a critical turning point, it’s been important to find an agency to partner with us as we evolve our digital communications journey, while supporting our mission to foster the ever-growing freelance professional market at such a crucial time.

“We’re delighted to have partnered with M&C Saatchi Talk, they have extensive beauty experience, and this teamed with their understanding of our brand purpose and audiences, and their European partner counsel means we’re excited to see what they will bring as we move ahead.”

M&C Saatchi Talk COO and president of SERMO Ryan Woor added: “Announcing such a prestigious win just a year after the launch of M&C Saatchi Talk is fantastic, and testament to the brilliant team and the strong culture we have built in such a short time. Once again, the strength of our global network SERMO has been demonstrated and we are delighted to have such a fantastic client join us with implementation in several European markets.”

The win follows the recent hire of Steve Kirk from Brooklyn Brothers as head of consumer for the agency, formed in January 2020 after the merger of sister agencies M&C Saatchi Public Relations and Talk.Global. MD Chris Hides left the agency last September to join The Academy.