Beauty has always been about more than just the latest viral product - it’s about community, self-expression, and the power of feeling seen. That belief was the spark behind Rooted In Success, an initiative grounded in the understanding that beauty can be a tool for empowerment. For Sally Beauty, a retailer long known for its deep community ties and commitment to inclusivity, leading this work was a natural next step. With its national footprint, diverse consumer base, and heritage as a trusted destination for self-expression, Sally Beauty was uniquely positioned to launch Rooted In Success—a dynamic, purpose-driven event series designed to foster growth, connection, and visibility within communities often underrepresented in the beauty space. This work was about more than brand-building; it was about creating tangible impact.
Goals included:
Community Engagement: Build meaningful, in-person experiences to inspire connection and brand loyalty.
Pro-Social Impact: Integrate mentorship, resources, and support to help community members grow personally and professionally.
Representation and Self-Expression: Celebrate and amplify LGBTQIA+, Black, and Latin American communities.
Category Leadership: Reinforce Sally Beauty’s authority across hair and nail categories through product trial, education, and accessibility.
Audience Growth and Loyalty: Drive long-term engagement through reward sign-ups and gift cards as a vehicle to drive in-store traffic and conversion.
Earned Media: Generate buzz across local, national, and industry press to expand visibility and reinforce cultural relevance.
Strategy
Bringing Rooted In Success to life required a strategic, community-first approach. Sally Beauty set out with a clear mission: to deepen relationships with its core communities—including LGBTQIA+ individuals, Black women, HBCU students, and the Latinx community—through a series of high-impact, culturally relevant experiences.
We began by anchoring the series in key cultural moments, launching during Black History and Women’s History Month with pop-ups near HBCUs in Atlanta and Washington, D.C. In partnership with The Black Hair Experience, a collective that uplifts Black hair and culture, these activations provided students with professional headshots, networking opportunities, and inspiration from Black-founded beauty brands. To extend the impact, we rolled out a national student discount for HBCUs, reinforcing Sally Beauty’s long-standing commitment to affordable textured hair care and inclusive representation.
In June, we turned our focus to the LGBTQIA+ community during NYC Pride, transforming three high-traffic pop-up locations into inclusive, joy-filled destinations for brand and community discovery. Guests received complimentary styling services to get ready for the parade, enjoyed performances from RuPaul’s Drag Race alums, and connected with beloved brand founders like Brad Mondo of XMONDO and Holly Dear of House of Dear. Partnering with Free Mom Hugs further cemented our role in supporting visibility and belonging through self-expression.
To close the year, we honored Hispanic Heritage Month with an activation rooted in art and intergenerational storytelling. In collaboration with Latin American artist Disem305, we unveiled a custom mural in Miami’s Wynwood Arts District that celebrated beauty across generations. Guests received curated gift bags featuring Hispanic-owned and founded brands and were invited to meet Pacinos brand founder Eric “Pacinos” Roa on-site. Our partnership with The US Latinx Art Forum (USLAF) helped extend our impact nationally, supporting Latinx artists through educational programming and visibility.
What made this work unique:
Each activation was intentionally designed to be more than a moment—it was a movement rooted in culture, creativity, and community. We didn’t just pop-up once, we have made this an ongoing activation to create space for individual communities by investing in community partnerships through resources, education, and brand access.
Execution and challenges:
While the nationwide scope and multichannel execution made this series powerful, they also posed logistical challenges—particularly around product fulfillment and gift bag distribution. Ensuring timely deliveries and efficient on-site assembly for large crowds demanded tight coordination and adaptability. We also had to navigate competition from high-profile events taking place during major cultural moments, some directly across the street from our activations. To stand out, we prioritized high-touch, interactive experiences that couldn’t be replicated—from live drag shows to personal brand founder interactions and meaningful giveaways.
Through strategic planning, local partnerships, and a highly dedicated team, we overcame these hurdles and delivered a one-of-a-kind, community-powered series that brought Sally Beauty’s values to life across the country
Results
The Rooted In Success event series exceeded expectations by uplifting and supporting a diverse range of communities while also providing resources that were authentic and beneficial to each local community. The 2024 series generated:
9,000+ gift bags distributed filled with Sally Beauty gift cards and products from notable brands available at the beauty retailer.
Nearly 18,000 consumer connections were made throughout the local event series in Atlanta, Washington, D.C., New York City and Miami. Participation in both Pride and Black History Month/ Women’s History Month activations required SALLY.Beauty Rewards sign up or proof of membership to enter the experience. , This approach successfully drove an average 60% net-new sign-ups, creating significant opportunities for ongoing consumer engagement while driving new customer acquisition.
Additionally, the series garnered 357 million earned media impressions, generating significant visibility for Sally Beauty’s efforts and eliciting strong positive responses from each local community.
Together, these initiatives were more than just events—they became a movement. Over the past year, Sally Beauty connected with consumers nationwide by engaging various communities with pro-social components at the forefront, all aimed at celebrating self-expression while fostering a more colorful, confident, and welcoming world.
