Sally Beauty Invests in Nails as Strategic Growth Category with New Innovation in Time For National Nail Week
Sally Beauty (SBH) is expanding its nail product assortment to over 1,400 items ahead of National Nail Week (June 1-6). The expansion comes as nails have become a key discovery channel for first-time customers and a strategic growth category for the retailer. The company is introducing new products from popular brands including Nailboo, KISS, Dashing Diva, and ASP (Sally Beauty exclusive).
Key launches include Nailboo's color-changing thermal technology, KISS Gel Pro Polish with self-leveling formula, Dashing Diva's all-in-one gel polish, and ASP's gel-acrylic hybrid formula. The company is enhancing accessibility through Buy Online, Pick Up In-Store, two-hour delivery, and marketplace options. Special promotions include Buy 2 Get 1 Free on Select Gel Nails (June 15-29).
Sally Beauty (SBH) sta ampliando la sua gamma di prodotti per unghie a oltre 1.400 articoli in vista della Settimana Nazionale delle Unghie (1-6 giugno). Questa espansione riflette come le unghie siano diventate un canale chiave per attirare nuovi clienti e una categoria strategica di crescita per il rivenditore. L'azienda introduce nuovi prodotti di marchi popolari come Nailboo, KISS, Dashing Diva e ASP (esclusiva Sally Beauty).
Le novità principali includono la tecnologia termica che cambia colore di Nailboo, lo smalto KISS Gel Pro con formula autolivellante, lo smalto gel tutto-in-uno di Dashing Diva e la formula ibrida gel-acrilico di ASP. L'azienda migliora l'accessibilità con opzioni di acquisto online, ritiro in negozio, consegna in due ore e marketplace. Le promozioni speciali comprendono l'offerta Compra 2 e Ricevi 1 Gratis su smalti gel selezionati (15-29 giugno).
Sally Beauty (SBH) está ampliando su gama de productos para uñas a más de 1,400 artículos antes de la Semana Nacional de las Uñas (1-6 de junio). Esta expansión se debe a que las uñas se han convertido en un canal clave para atraer clientes primerizos y en una categoría estratégica de crecimiento para el minorista. La compañía está presentando nuevos productos de marcas populares como Nailboo, KISS, Dashing Diva y ASP (exclusivo de Sally Beauty).
Los lanzamientos principales incluyen la tecnología térmica de cambio de color de Nailboo, el esmalte KISS Gel Pro con fórmula autonivelante, el esmalte gel todo en uno de Dashing Diva y la fórmula híbrida gel-acrílico de ASP. La empresa está mejorando la accesibilidad con opciones de compra en línea, recogida en tienda, entrega en dos horas y marketplace. Las promociones especiales incluyen Compra 2 y Lleva 1 Gratis en esmaltes de gel seleccionados (15-29 de junio).
Sally Beauty(SBH)가 전국 네일 주간(6월 1일~6일)을 앞두고 네일 제품 라인업을 1,400개 이상으로 확대하고 있습니다. 네일은 신규 고객 유입의 주요 채널이자 소매업체의 전략적 성장 카테고리가 되었기 때문입니다. 회사는 Nailboo, KISS, Dashing Diva, ASP(Sally Beauty 독점) 등 인기 브랜드의 신제품을 선보입니다.
주요 신제품으로는 Nailboo의 색상 변화 열감지 기술, KISS Gel Pro의 셀프 레벨링 폴리시, Dashing Diva의 올인원 젤 폴리시, ASP의 젤-아크릴 하이브리드 포뮬러가 있습니다. 또한 온라인 구매 후 매장 픽업, 2시간 배송, 마켓플레이스 옵션 등 접근성을 강화했습니다. 특별 프로모션으로는 6월 15일부터 29일까지 선택 젤 네일 제품 구매 2개 시 1개 무료 증정 행사가 있습니다.
Sally Beauty (SBH) élargit sa gamme de produits pour ongles à plus de 1 400 articles à l'approche de la Semaine Nationale des Ongles (du 1er au 6 juin). Cette expansion s'explique par le fait que les ongles sont devenus un canal clé pour attirer de nouveaux clients et une catégorie stratégique de croissance pour le détaillant. L'entreprise lance de nouveaux produits de marques populaires telles que Nailboo, KISS, Dashing Diva et ASP (exclusivité Sally Beauty).
Les lancements phares incluent la technologie thermique à changement de couleur de Nailboo, le vernis KISS Gel Pro à formule autonivelante, le vernis gel tout-en-un de Dashing Diva et la formule hybride gel-acrylique d'ASP. L'entreprise améliore l'accessibilité via l'achat en ligne, le retrait en magasin, la livraison en deux heures et des options marketplace. Les promotions spéciales comprennent Achetez 2, obtenez 1 gratuit sur une sélection de vernis gel (du 15 au 29 juin).
Sally Beauty (SBH) erweitert sein Nagelprodukt-Sortiment auf über 1.400 Artikel vor der Nationalen Nagelwoche (1.-6. Juni). Die Erweiterung erfolgt, da Nägel zu einem wichtigen Entdeckungskanal für Erstkunden und einer strategischen Wachstums-kategorie für den Händler geworden sind. Das Unternehmen führt neue Produkte beliebter Marken wie Nailboo, KISS, Dashing Diva und ASP (exklusiv bei Sally Beauty) ein.
Wichtige Neuheiten sind Nailboos Farbwechsel-Thermotechnologie, KISS Gel Pro Polish mit selbstnivellierender Formel, Dashing Divas All-in-One-Gel-Lack und ASPs Gel-Acryl-Hybrid-Formel. Die Zugänglichkeit wird durch Online-Kauf, Abholung im Geschäft, Zwei-Stunden-Lieferung und Marktplatzoptionen verbessert. Sonderaktionen umfassen Kaufen 2, 1 Gratis bei ausgewählten Gel-Nägeln (15.-29. Juni).
- Expansion to over 1,400 nail products shows significant category growth
- Nails category has become a leading customer acquisition channel
- Exclusive one-year partnership with KISS for Gel Pro Polish
- Multiple purchasing channels including 2-hour delivery enhance accessibility
- None.
Insights
Sally Beauty strategically expands nail products to fuel growth and customer acquisition with over 1,400 SKUs and exclusive brand partnerships.
Sally Beauty's expansion into nail products represents a targeted strategic pivot, growing their assortment to over 1,400 products across multiple categories including classic polish, gel, dip powders, and press-ons. This move highlights the company's recognition of nails as both a customer acquisition channel and a foundational growth pillar.
The announcement reveals several key business strategies:
- Leveraging exclusive brand partnerships (like the one-year KISS exclusivity deal)
- Focusing on proprietary innovation through Sally-exclusive products
- Creating multi-tier entry points across price ranges and technical expertise levels
- Expanding omnichannel accessibility (BOPIS, 2-hour delivery, marketplaces)
This approach appears well-calibrated to beauty market dynamics, where nail products typically offer higher margins than many beauty categories while requiring lower consumer investment than skincare regimens or hair color systems. The timing with National Nail Week provides a natural marketing hook.
While the release mentions "significant momentum" in the nail category, it notably lacks specific performance metrics or financial projections. The strategy aligns with classic beauty retail principles of using high-turn, trend-driven products to attract customers who may later expand into higher-ticket categories.
The emphasis on convenience through multiple fulfillment options suggests Sally Beauty is working to compete effectively against both specialty beauty retailers and mass merchandisers who have expanded their beauty offerings. This strategic focus on nails appears to build on existing strengths rather than representing a dramatic operational shift.
The Beauty Retailer Sharpens Focus on Nail Innovation, Accessibility, and Self-Expression to Attract and Retain the Next Generation of Beauty Shoppers
Over the past year, Sally Beauty has seen significant momentum in its nail category, driven by consumer demand for trend-forward, accessible solutions. Nails have quickly become a leading discovery channel for first-time customers of the beauty retailer, highlighting the category's growing importance in the brand's long-term strategy. In response, Sally Beauty is accelerating its focus on exclusive launches, high-performing innovation, and increased access to top brands, cementing nails as a foundational pillar of growth for the retailer.
"Nails continue to be one of the most exciting and expressive categories in beauty, and a key entry point for new Sally Beauty customers," said Maryann Herskowitz, Group Vice President at Sally Beauty. "As we celebrate National Nail Week, we're proud to share our expanded assortment that delivers on both innovation and accessibility, bringing professional-quality results and the latest nail trends straight to our customers."
Rolling out through June, the expanded product lineup features buzzworthy launches from best-selling brands like Nailboo, KISS, Dashing Diva, and Sally Beauty exclusive, ASP. Consumer behavior informed the need to expand the assortment for all experience levels, but especially in key growth areas like gel and press-ons, where shoppers are actively seeking more variety and innovation. Highlights include:
- Nailboo: The viral brand is a fan favorite amongst nail enthusiasts thanks to its high-quality press-ons, trending shades, and new-to-market color-changing thermal technology (available in Forever Glaze Gel Polish and Dip Powder). Nailboo's Magic Soak Electric Remover Bowl makes it simple for consumers to change their look with natural nail protection built in to reduce damage.
- KISS: Exclusively available at Sally Beauty for one year, KISS Gel Pro Polish offers a self-leveling formula that creates a smooth and even surface for consumers to master an elevated gel manicure at home.
- Dashing Diva: With the base coat, color, and top coat all built into one convenient product, consumers will save time and money with One Gel Color Polish. The removal process is just as easy with One Gel Magic Off. The gel bubbles off in minutes with just a few drops.
- ASP: Exclusively available at Sally Beauty, ASP Versatility Gel is a new gel-acrylic hybrid formula that builds, sculpts, and strengthens nails, available in 18 shades. Consumers can also create a custom look by waving a magnet over the Cat Eye Gel Polish, leaving a sleek shimmer effect.
With more shoppers embracing nails as a form of everyday self-expression, Sally Beauty continues to meet them where they are, with trends, value, and convenience. With products available through Buy Online, Pick Up In-Store, two-hour delivery, and marketplaces, the retailer is making the at-home manicure experience easier than ever.
In celebration of National Nail Week, consumers will discover expert-driven content from Sally Beauty's own nail expert, Juli Russell (@jauntyjuli), across the retailer's digital channels, spotlighting the season's must-have shades like butter yellow and cherry red, along with easy-to-follow tips for achieving the latest trends. Shoppers can also take advantage of special offers on select nail products throughout June, including Buy 2 Get 1 Free on Select Gel Nails (6/15-6/29), and explore the latest nail innovations by visiting SallyBeauty.com or their nearest Sally Beauty location.
About Sally Beauty Holdings, Inc.
Sally Beauty Holdings, Inc. (NYSE: SBH), as the leader in professional hair color, sells and distributes professional beauty supplies globally through its Sally Beauty Supply and Beauty Systems Group businesses. Sally Beauty Supply stores offer up to 7,000 products for hair color, hair care, nails, and skin care through proprietary brands such as Ion®, Bondbar®, Strawberry Leopard®, Generic Value Products®, Inspired by Nature® and Silk Elements® as well as professional lines such as Wella®, Clairol®, OPI®, L'Oreal®, Wahl® and Babyliss Pro®. Beauty Systems Group stores, branded as Cosmo Prof® or Armstrong McCall® stores, along with its outside sales consultants, sell up to 8,000 professionally branded products including Paul Mitchell®, Wella®, Matrix®, Schwarzkopf®, Kenra®, Goldwell®, Joico®, Amika® and Moroccanoil®, intended for use in salons and for resale by salons to retail consumers. For more information about Sally Beauty Holdings, Inc., please visit sallybeautyholdings.com.
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SOURCE Sally Beauty
FAQ
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