M&C Saatchi Group appointed as lead lifestyle PR agency for professional beauty brand, Sally Beauty, providing press office and influencer campaign consultancy across both trade and consumer.

The win has since led to further opportunity for the independent global SERMO Communications network, with the client signing on five of the network’s European partners to provide social strategy support for Sally Beauty’s sister brand, Pro-Duo across France, Germany, Spain, Netherlands and the sister brand’s heritage heartland, Belgium.

M&C Saatchi Talk has been appointed to deliver both a consumer and professional trade focused programme for Sally Beauty and Salon Services by showcasing the expertise behind and within this successful retail business, as well as continuing to show support for the hair and beauty industry.

The developments experienced in the last year have led to brands seeing audiences’ digital engagement shift, with clients increasingly seeking support in managing their customer digital experience and their social presence to adapt to the new world we face through improved understanding of audience behaviour and insights. 

It also comes at a time when the freelance beauty professional market is booming, and with it, professional product and support demand in the wake of many salon professionals going solo as a result of the pandemic. In respect of the disruption and difficulties the sector has faced, Sally Beauty is committed to supporting them, especially at this pivotal stage as freelancers work to build foundations for their future business.

M&C Saatchi Talk COO & President of SERMO global network Ryan Woor, says, “Announcing such a prestigious win just a year after the launch of M&C Saatchi Talk is fantastic, and testament to the brilliant team and the strong culture we have built in such a short time. Once again, the importance and strength of our global network, SERMO have been demonstrated and we are delighted to have such a fantastic client join us with implementation in several European markets.”