Sally Beauty's new Licensed Colorist OnDemand program is being scaled up to all 50 U.S. states to offer consumers digital consultations on coloring their hair at home.
Users of the free service receive "trusted recommendations from licensed professionals," per Sally Beauty, to give them confidence and to ensure the desired results.
Licensed colorists specializing in color theory take part in consultations that typically last 15 minutes. Consumers can select video or chat consultations, during which licensed colorists address at-home hair coloring questions and product recommendations through a clickable link that populates their shopping cart online.
Sally Beauty offers an omni-channel assortment of more than 1,300 hair color shades; by launching the service, the retailer is able to "fill the education gap around at-home hair color."
Per Statista, "women's hair coloring products make up the vast majority of coloring sales in the U.S. [market], which reached over 1.3 billion U.S. dollars in 2022 alone, while unisex coloring registered the lowest results."
The new digital service was built on lessons learned from Sally Beauty's in-store pilot program; the scaled up iteration delivers enhanced convenience.
"Hair color is not a one-size-fits-all approach, and consumers are looking for a personalized regimen based on their goals," said John Goss, president of Sally Beauty. "We are proud to provide a service that meets them where they are, at no cost, to help them achieve the hair color of their dreams. 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."
