M&C Saatchi Talk bags PR brief for Sally Beauty

Sally Beauty x MCS TALK_Option 1

M&C Saatchi Talk has announced its appointment as lead lifestyle PR agency for professional beauty brand, Sally Beauty, providing press office and influencer campaign consultancy across both trade and consumer. 

The win has since led to further opportunity for the independent global SERMO Communications network, with the client signing on five of the network’s European partners to provide social strategy support for Sally Beauty’s sister brand, Pro-Duo across France, Germany, Spain, Netherlands and the sister brand’s heritage heartland, Belgium.

Sally Beauty

M&C Saatchi Talk has been appointed to deliver both a consumer and professional trade focused programme for Sally Beauty and Salon Services by showcasing the expertise behind and within this successful retail business, as well as continuing to show support for the hair and beauty industry.

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Beauty programme: M&C Saatchi Talk will support Sally Beauty in the “evolution of the consumer journey”.

The appointment demonstrates the evolution of the consumer journey, and the increasing importance of developing meaningful connections with audiences. 

The developments experienced in the last year have led to brands seeing audiences’ digital engagement shift, with clients increasingly seeking support in managing their customer digital experience and their social presence to adapt to the new world we face through improved understanding of audience behaviour and insights.

The agency said that consumer demand for professional beauty and grooming products has also increased remarkably owing to limited or no access to professional services for significant durations throughout the last 18 months. 

This lack of access has resulted in audiences craving the opportunity and educational content to recreate the effects and benefits of professional services at home, a development that is expected to continue as consumers seek to maintain efforts in between salon visits.

It also comes at a time when the freelance beauty professional market is booming, and with it, professional product and support demand in the wake of many salon professionals going solo as a result of the pandemic. 

In respect of the disruption and difficulties the sector has faced, Sally Beauty is committed to supporting them, especially at this pivotal stage as freelancers work to build foundations for their future business.

Turning point: Saly Beauty said the beauty industry is at a turning point.

Suzanne Smith, Head of Content & Creative, Europe Sally Beauty said: “With the beauty industry at a critical turning point, it’s been important to find an agency to partner with us as we evolve our digital communications journey, while supporting our mission to foster the ever-growing freelance professional market at such a crucial time. 

“We’re delighted to have partnered with M&C Saatchi Talk, they have extensive beauty experience, and this teamed with their understanding of our brand purpose and audiences, and their European partner counsel means we’re excited to see what they will bring as we move ahead.”

M&C Saatchi Talk COO & President of SERMO global network Ryan Woor said: “Announcing such a prestigious win just a year after the launch of M&C Saatchi Talk is fantastic, and testament to the brilliant team and the strong culture we have built in such a short time. 

“Once again, the importance and strength of our global network, SERMO have been demonstrated and we are delighted to have such a fantastic client join us with implementation in several European markets.”