Beauty Store Business magazine - January, 2020

Sally Beauty Unveils Its New Boutique-Style Store in Columbus, OH

The 3,200-square-foot space includes demo areas, a tool bar and a customer-friendly layout.

Sally Beauty, the largest distributor and retailer of pro beauty products, has more than 3,700 locations worldwide. Their new boutique, a 3,200-square-foot space in Columbus, Ohio, debuted in the Lennox Town Center, near the Ohio State University campus. Sally Beauty has given this boutique an updated look and feel, complete with black shelving, clearly labeled special sections, a tool bar, demo area and a convenient checkout located in the middle of the store (right next to samples and promotional items for quick impulse buys).

According to a leading industry source, the recent grand opening was attended by several key Sally Beauty executives: Robert R. McMaster, chairman of the board; Chad Selvidge, SVP and chief merchandising officer; Chris Kobus, group VP, marketing and e-commerce; John Goss, group VP, stores; Mike Martin, VP, Sally store operations; Jennifer Masie, senior director, marketing strategy and operations; and Kristen Whitfield, PR manager. Several influencers were also in attendance, including Arctic Fox founder and YouTuber Kristen Leanne, who provided demos at the event alongside gel polish manufacturer Gelish. Guests received free goody bags and got the chance to participate in exclusive product giveaways and demos.

Technology was on full display at the store, which features the new Sally ColorView Virtual Reality Tool, also known as the "Magic Mirror." The tool allows guests to virtually try-on hair color shades from brands such as Ion, Wella, Manic Panic and more.

The boutique's various product sections include Hair Color and Care (with clearly defined subcategories like Permanent and Semi-Permanent), Beauty Faves, Multicultural, Textured Hair, Men, Travel & Trial, Nail Care and Salon Basics. In the future, Sally Beauty plans to remodel some of its existing beauty supply stores to reflect the new elements showcased within this boutique.

For more information on Sally Beauty, visit