Tombras has been appointed as the U.S. Media Agency of Record (AOR) for Sally Beauty Holdings, the prominent professional hair color leader. Sally Beauty Holdings encompasses both the consumer-focused Sally Beauty and the professional beauty distributor Beauty Systems Group (BSG).
Effective immediately, the partnership will see the agency deploying a modernized media approach, utilizing their proprietary method of Connecting Data + Creativity for Business Results. The collaboration aims to engage new and existing consumers, tapping into Sally Beauty’s extensive expertise in the color, care, and nail categories.
In addition to supporting Sally Beauty’s consumer business, Tombras will extend its services to the B2B side, specifically targeting the professional stylist audience for the Cosmo Prof brand under Beauty Systems Group. This strategic move aligns with Sally Beauty Holdings’ goal of insight-driven decision-making and staying agile to provide an exceptional experience for its customers.
Alvin Hill, Group Vice President, Digital & E-commerce for Sally Beauty Holdings, expressed excitement about the strategic agency partnership. “We are excited to have a strategic agency partnership with Tombras. A key to our continued growth is insight-driven decision-making as we stay nimble to provide an exceptional experience for our customers. Tombras provides us that agility as well as the focus on collaboration to enable the execution of our growth strategy.”
This collaboration marks a significant addition to Tombras’ client roster as the agency expands its reach beyond fitness and fashion into the beauty space. Tombras already serves as the Media AOR for various clients, including Orangetheory Fitness, Altar’d State, RE/MAX, PODS, and FreshDirect.
Dooley Tombras, President at Tombras, highlighted the compelling opportunity to blend the agency’s deep retail and consumer packaged goods (CPG) experience into an iconic beauty brand. “The Sally Beauty Holdings team is made up of brilliant marketers with ambitious goals, which is exactly the kind of partnership we thrive in. What’s so compelling for us is the opportunity to blend our deep retail and CPG experience into an iconic beauty brand, including the depth of our approach to data + creativity. Sally Beauty Holdings has everything we need to deliver incredible business results, and we’re looking forward to setting an inspirational bar for this category.”