Dive Brief:
- Sally Beauty on Thursday opened a DIY hair salon and concept store, dubbed Studio By Sally’s, in Denton, Texas, according to a company press release.
- Customers can shop for professional-quality hair color and beauty products and participate in educational programs through its “teaching salon” concept.
- Licensed stylists will help shoppers choose the right product and teach them how to apply, customize and achieve salon-quality looks.
Dive Insight:
Studio By Sally is ready for DIYers.
The retailer has combined its traditional store with hands-on education from professionals so customers can achieve their hair style of choice at home. The store provides one-on-one services and small group sessions where customers leave with a finished style and the steps on how to recreate the look on their own. The store will also host a number of free workshops and events to demonstrate techniques.
The company plans to open an additional five studio stores this year, and potentially grow the concept store to 100 locations throughout the U.S. over the next three to four years, according to CEO and Director Denise Paulonis.
"Demystifying the hair coloring process is the key barrier to unlocking a successful DIY journey for consumers," Brenda Rutenber, Sally Beauty’s group vice president of stores, said in a statement. "That's why having a licensed stylist-educator there at every step of the process – from choosing the right color and developer to mixing and customizing it – is key. The teaching salon model combined with the shoppable retail portion of the store makes the concept so unique."
For those participating in color services or classes, a stylist will call to discuss the customer’s desired shade, color history and hair type prior to an appointment. For all-over color and root touch ups, customers will pick out and purchase a hair shade with the help of a stylist prior to the appointment. Learning is hands-on.
Sixty-two percent of Sally Beauty’s sales are from hair color and hair care, according to a company presentation to investors from December 2022.
The hair color and dye market in the U.S. is expected to be over $40 billion this year, according to a report by Statista. Hair coloring makes up around 13% of the hair care industry in the U.S., with most Americans getting their hair colored four to five times a year, typically with permanent color.
Sally Beauty, which describes itself as the leader in professional hair color for home-use, currently has over 3,100 stores worldwide, with around 2,300 locations in the U.S.
