Sally Beauty is creating a team of beauty influencers with the help of its fans. Using a social media contest under the hashtag #SallyCrew to weed through the 1,157 potential influencers, the brand is asking “contestants” to share videos on Instagram explaining why they would be a fitting Sally Beauty ambassador—and for fans to then hype up their favorite video entries by using the hashtags #SallyCrew and #SallyBeauty. The brand plans to narrow down the competition to twenty-five semi-finalists who will then get the chance to formally promote Sally Beauty products on their own social accounts; in May the company will select the final winners of the #SallyCrew contest.
Brand websites often foster community building, according to a Gartner report on the topic, so it makes sense that Sally Beauty originally began its #SallyCrew search there. The competition was launched on Sally Beauty’s website where fans could submit an application before moving onto social media for the rest of the contest. Holding a contest to brand-mold a batch of influencers and ambassadors is the latest modernization move by Sally Beauty as the company tries to target a new generation of beauty shoppers. Last year the brand redesigned its website to be more mobile-friendly and also set up shopping features on its Instagram feed.
Sally Beauty is taking an unconventional approach to influencer marketing—but one that could help it stand out in a beauty market currently brimming with famous faces.