Our client is a haircare line, bringing you pure and simple beauty. Inspired by originality, they strive to be different and encourage their consumers to approach beauty in their own ways.

Our client knows that different consumers have different hair needs and they wanted to ensure that they highlighted those different needs throughout the entire year. With only 11% of their consumers being Hispanic, they had the opportunity to showcase how their products can help this untapped audience fall even more in love with their natural hair.

Our client wanted to ensure authentic voices were the storytellers behind the brand, so micro- influencers were the perfect option for showcasing their range of products during Hispanic Heritage Month and have real consumers to share authentic stories. They tasked VizSense with generating awareness for a month-long promotion at Sally Beauty with a 30-day micro-influencer activation.

INFLUENCER FOCUS: Based on demographic data for the Sally Beauty Shopper, we found that retailer's demographics skewed a bit older than our client's typical brand consumer. With the opportunity to expand audiences for both the brand and the shopper team, VizSense sourced a diverse group of influencers, leaning heavily on Hispanic influencers, who aligned with our client's millennial consumers. This strategy would drive new, younger traffic to Sally Beauty, while promoting our client's diverse product range to their untapped Hispanic audience.

MESSAGE STRATEGY: Our influencers focused on how they embrace their Hispanic heritage. From their natural curls to their long, straight locks, influencers shared why they are proud of their heritage while sharing how they incorporate our client's wide range of products into their daily routines to celebrate their own, unique hair texture. Whether they mix two products for the perfect combo or test new products with their convenient travel size, our influencers shared their own personal stories, topped with before and after shots for maximum results.

LOCATION STRATEGY: The VizSense team plotted all Sally Beauty locations across the US. We then recommended campaign coverage to be heaviest in states with the highest density of stores: Texas, California, Illinois, New York, Ohio, Florida, to drive in-store traffic, while also promoting the online promo elsewhere.