THE WHAT? Sally Beauty has launched a new campaign called YOU by Sally, which aims to normalize self-expression and celebrate the choice to have bright hair. 

THE DETAILS Featuring TikTok star Heather Chelan, the campaign focuses on empowerment through hair color and was inspired by Chelan’s viral hit ‘Having Colored Hair Doesn’t Make You Unprofessional.’

The ad features influencers with bright hair, including Sally Beauty CEO Chris Brickman, Baddiewinkle, Brian Terada and Marquese ‘Nonstop’ Scott. 

Produced by Director Dewey Nicks and COMPany Films alongside agency Praytell, the campaign was launched across Facebook, Instagram, Youtube and Pinterest. The full video is available on the Sally Beauty Spotify playlist. 

THE WHY? Looking to resonate with its audience, Sally Beauty Holdings CEO, Christian Brickman, explained, “Having colored hair is commonplace here at Sally Beauty, but we know that not every workplace is as expressive. When we re-shared Heather’s original video, it was eye-opening to see how many folks within our community have felt judged for being themselves.

“It was a no-brainer to partner up with Heather, and work together to make self-expression ‘the norm.’ I enjoyed the discussions my new hair color sparked with employees and even strangers. Similarly, we hope the video becomes a catalyst for more conversation.”