Female Gen-Z, Millennial Opps: Sally Beauty appoints media AOR amid spend declines (Score 22)

Sales lead: This appointment will likely lead to spend & agency roster shifts. 

• Sally Beauty (SB) picked up Tombras as media AOR in November 2023.
• The agency is tasked with helping SB retain existing consumers & attract new ones. 
• Tombras will also support SB's Beauty Systems Group.

Target demographic: Gen-Z/millennial women & professional stylists

The company will likely:

• Revise media strategy
• Ramp digital spend back up
• Make additional agency changes

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: SB spent about $3.6m on digital display ads YTD, just 54% of the $6.7m spent in this channel during the same time period of 2022. 
• YTD data: 536.3m impressions via Facebook (84%), Instagram (14%), and YouTube (2%). 
• 2021-2022 spend: Full-year spend increased by 32% from $5.3m in 2021 to $7m in 2022. 
• Ad location: It placed 100% of these ads directly onto facebook.com, instagram.com, and youtube.com. 

Agency analysis:

• Opportunity: Agency reviews tend to follow one another, so get in touch now to be top-of-mind.
• Current roster:
  • Tombras: media AOR
  • Praytell: PR AOR

Insight Sources: Digital spend insights estimated by Pathmatics.