Sally Beauty offers hair color consultations with experts — digitally

Sally Beauty is virtually connecting customers with licensed hair professionals.

The largest omnichannel hair color retailer in the U.S. is launching a service called Licensed Colorist on Demand in the American market. The  complimentary digital service connects customers with certified, licensed colorists in real time to address their hair color questions. 

Licensed colorists specializing in color theory are available daily for free one-on-one virtual appointments that take approximately 15 minutes on average. During each custom session, consumers can choose whether they have a video consultation or chat on the go. 

The licensed colorist addresses all at-home hair coloring questions and provides expert product recommendations through a clickable link that populates the customer’s shopping cart online. Colorists advise customers on making selections from the retailer’s omnichannel assortment of more than 1,300 hair color shades.

After kicking off in two states in August 2023, Licensed Colorist OnDemand scaled to all 50 states in October 2023 due to what Sally Beauty says was strong demand. The retailer leveraged insights from an in-store pilot program to bring Licensed Colorist OnDemand online. 

Sally Beauty is undergoing a long-term omnichannel transformation that has also included virtual try-on of cosmetics via mobile app and in-store kiosk, as well as a social influencer program and a revamped mobile app and loyalty offering.

"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.”

Sally Beauty Holdings sells and distributes professional beauty supplies globally through its Sally Beauty Supply and Beauty Systems Group businesses. The company operates approximately 5,000 stores, including 141 franchised locations.