Sally Beauty has launched its own cosmetics line, called Collab, in an inspired partnership with eight social media influencers. This innovative way of thinking is one way the retail beauty chain is staying in competition against larger cosmetics chains like Ulta and Sephora.
The collaboration with makeup enthusiasts with an avid following on social media that can help promote the brand is latest news in the world of influencer marketing. The influencers had a hand in every part of the process creating Collab, a new and colorful range consisting of 203 SKUs, which debuted to the public online at sallybeauty.com last week.
By cater to its brick-and-mortar store and online customers, Sally Beauty has been able to cater to the younger generations (Millennials and Gen Zers) growing up in a digital world as well as an older demographic. Sally Beauty will be releasing Collab to over 3,000 of its brick-and-mortar locations next month, and the line is projected to add as much as $30 million to the company’s retail sales.
Collab’s color cosmetic offerings include three varieties of primer, Matte Addiction Liquid Lip Colors, Soft Spot Sheer Blushes, 10 shades of Meet Your Matte Velvet Foundations, seven About the Pout Lip Balms and the Palette Pro Eyeshadow Palette. The range also includes five brushes, a makeup blending sponge, micellar makeup removing wipes, micellar cleansing water and brow setter.
The eight influencers are known as The Collective because each has a unique background and brought their own perspective to the brand. They worked together to bring Collab to life and will reach up to 4 million people online. The Collective consists of Raven Scott (@ravenelyse), Alicia Marie Collinge (@xsparkage), Samantha Robinson (@saaammage), Dani Meza (@coffeebreakwithdani), Ashely Mitchell (@makeupbyamarie), Lizzy Gutierrez (@whatwouldlizzydo), Claire Hakim (@claireashleybeauty) and Wesley Benjamin Carter (@wesleybenjamincarter).
For more information Collab by Sally Beauty, visit sallybeauty.com or follow @collabmakeup and @sallybeauty on Instagram.
