As a retailer that caters to the professional cosmetics and hair market, Sally Beauty has conventionally sold hair color products as stand-alone items: colors, developers, treatments, as well as product applicators, tools, accessories, and so on.
Consumer facing
Now, the company has found that Sally Beauty shoppers are also eager for all-in-one kits. “We are excited to introduce the ion Intensive Shine hair color kits that make gorgeous, salon-quality hair possible in the comfort of your home,” Carrie McDermott, president of Sally Beauty, says in a media release.
She goes on to explain that, “This initiative is grounded on recent consumer research conducted that shows a high percentage of our loyal Sally Beauty customers still rely heavily on the simplicity and ease of box color.”
“Up until now,” affirms McDermott, “Sally Beauty has only sold professional color, separate from developer and separate from the accessories needed to complete the task. If our customers desire a box color option, we now have provided that option.”
Professional standing
For the launch of the ion Intensive Shine kits, Sally Beauty has created 10 shade options. Each kit includes “hair color, a pre-filled applicator bottle with developer, pre-color treatment, after-color treatment, gloves, and step-by-step instructions,” according to the release.
Sally Beauty is banking on not only consumer demand for at-home kits but also the company’s reputation as a professional product retailer.
“ion is known for its luxurious formulas that are incredibly gentle and protect against damage, and is proudly a preferred hair color line by the industry's top stylists,” McDermott tells the press. “With the Intensive Shine hair color kits, we've made it easy to have healthy looking, lustrous hair by delivering pro color in a box. The DIY convenience allows you to have salon-quality hair on your own schedule, something our customers are sure to love.”
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Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.