Dive Brief:
- Sally Beauty has launched a Licensed Colorist OnDemand tool, a digital consultation service that pairs customers with licensed professionals to seek recommendations, the beauty retailer announced on Thursday.
- Customers can schedule free one-on-one virtual consultations and ask questions to licensed colorists via video or chat. Backed by an assortment of over 1,300 hair color shades, participants will receive recommendations based on their desired look during the appointment, which takes about 15 minutes.
- The retailer first introduced the tool in August, starting with two states. It has since scaled the service across all 50 states in October, per the press release.
Dive Insight:
With Licensed Colorist OnDemand, Sally Beauty is catering to customers seeking to learn more about at-home hair coloring without visiting a salon. The retailer launched the service nationwide after collecting insights from its in-store pilot program, according to the announcement.
“Hair color is not a one-size-fits-all approach, and consumers are looking for a personalized regimen based on their goals,” John Goss, president of Sally Beauty, said in a statement. “Through services like Licensed Colorist OnDemand, we’re making hair color education more accessible and breaking down barriers so consumers can color with confidence guided by a licensed professional each step of the way.”
The rollout of its digital consultation service follows other Sally beauty strategies to help shoppers discover products remotely and in stores. In 2019, the company expanded its hair color virtual product try-on tool, ColorView AI, to its app and 500 stores. In March the retailer also debuted its DIY hair salon and concept store, Studio By Sally’s, featuring licensed stylists to assist customers.
As Sally Beauty targets at-home hair color customers, other companies have been introducing tools and services to help remote beauty shoppers. In April 2021, Madison Reed debuted its own consultation service with licensed colorists, enabling customers to ask questions about home hair color practices and receive detailed instructions for at-home coloring. Google introduced a hair color augmented reality try-on tool in October, which let shoppers test out hair colors initially from L’Oréal brands, with more beauty companies to follow.
