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Sally Beauty is launching a micro-influencer program to inspire young beauty consumers.

Apr 11 2022

Sally Beauty is launching a micro-influencer program to inspire young beauty consumers. Starting this month, the beauty retailer will expand its DIY content by launching a store associate affiliate program, an unpaid micro-influencer program known as “Sally Insider,” and a “DIY University” series on its YouTube channel. The “Sally Insider” program will gift free products to 1,000 micro- and nano-influencers with social followings of 1,000-50,000. No posting minimum or strict social strategy is expected of the influencers; Sally Beauty just wants a diverse group of people who are enthusiastic about the DIY beauty and hair dye space to engage with young consumers and provide feedback for future launches. Additionally, all in-store sales associates will be able to earn a commission for online purchases via affiliate links. To top it off, Sally Beauty’s “DIY University” YouTube channel will feature several “chapters” of videos that will publish throughout April and May to educate viewers on beauty topics like hair anatomy, different hair types and how they factor into hair dye, ingredient and product stories, and various hair dyes. YPulse’s New Content Creators trend research shows the majority of young consumers are nano- or micro-influencers, and sometimes gifting them products is the best way to build a relationship with them and tell an authentic brand story. (Glossy)