'The strategy has not changed': Sally Beauty's Carolyne Guss on the retailer's pandemic-friendly rebranding

In the winner-takes-all conversations around beauty, much has changed including what a winner looks like in the midst of a pandemic. Fortunately for Sally Beauty, it had embarked on a digital-centric strategy before Covid-19 became an industry-rocking crisis.

“We had a pretty extensive brand relaunch that we were in the throes of. It was about modernizing the brand, showcasing to consumers that we will deliver the confidence they needed to DIY at home. The strategy honestly has not changed, because that’s become even more important during the pandemic,” said Sally Beauty group vice president of marketing Carolyne Guss on the Glossy Beauty Podcast.

Online sales for Sally Beauty Holdings were up 250% in the third quarter of fiscal year 2020, compared to the prior year.