03.22.23
Sally Beauty opened a new "teaching salon" and retail concept—Studio by Sally. The first location in Denton, Texas, welcomed shoppers during its grand opening on March 23rd.
Studio by Sally offers shoppers professional-quality hair color and beauty products—and color, cut, and style services. But as a "teaching salon," guests leave knowing how to recreate the hair color or style at home.
Sally Beauty states: "Sally Beauty has always been a mecca for beauty and hair color DIYers. Fueled by this DIY-centric spirit and inspired by the increasing number of consumers taking their hair into their own hands, an inspirational, consumer-driven DIY hair salon and concept store was born."
John Goss, Sally Beauty's president, says, "Consumers today are creative and savvy. They know they can achieve great hair at home and are hungry for knowledge to help them do it. It's in our DNA to empower consumers and help grow their confidence when it comes to coloring and caring for their hair. We created Studio By Sally to help take them to the next level in their DIY hair journeys."
Licensed stylist-educators will help consumers choose the right product, then teach them how to apply, customize and achieve salon-quality looks that range from all-over color, lightening, and root touch-ups, to styling and more. Consumers can even record their services to play back at home whenever they need a refresher.
Studio By Sally's service menu includes some of the most popular techniques and styles that consumers want to learn and do at home. One-on-one services are offered, as well as small group sessions. There will also be free workshops and events, steered by top industry experts demonstrating key techniques, such as "the secret to flawless beach waves."
Turning a Retail Store Into 'Beauty School' for Shoppers
Studio By Sally was designed with an education-first mindset. Informative, carefully-curated touchpoints exist throughout the store to aid consumers' shopping experience.Brenda Rutenber, Sally Beauty's group vice president of stores, says, "Demystifying the hair coloring process is the key barrier to unlocking a successful DIY journey for consumers. 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."
Rutenber adds, "We wanted to help our consumers learn while they navigate and shop our vast assortment of professional-quality products. For example, a textured hair care aisle offers a prompt to help consumers discover their curl type—and the aisle of lighteners leads with helpful techniques for using hair bleach. Each area was designed to provide helpful DIY education throughout the shopping journey."
Sally Beauty plans to roll out five additional Studio By Sally locations by the end of 2023.