Sally Beauty Forms Multiyear Alliance with Dallas Cowboys as Official Beauty Retailer

According to a press release, Sally Beauty intends to integrate its offerings of hair color, hair care, and nail products into in-stadium advertising, digital media initiatives, and public appearances. The partnership will also focus on the Dallas Cowboys Cheerleaders, known for their distinctive hairstyles, enabling fans to explore products and styles through engaging content and interactive experiences.

John Goss, President of Sally Beauty, emphasized that this collaboration provides an opportunity to introduce their brand to a larger audience, blending beauty, self-expression, and sports culture. He noted the alignment of both brands in fostering confidence within their communities.

Charlotte Jones, Chief Brand Officer and Co-Owner of the Dallas Cowboys, remarked on the significant female demographic among Cowboys fans and expressed enthusiasm for the collaboration, which will connect the beauty routines of fans with the products utilized by the cheerleaders.

The partnership aligns with Sally Beauty's expansion into the men's hair care category, which will be highlighted with the upcoming launch of a dedicated men's shop in selected stores this fall. Sally Beauty aims to offer accessible beauty products that allow fans to showcase their team spirit on game days without the need for salon visits.

Sally Beauty Holdings, Inc., a leader in professional hair color, provides an extensive range of beauty supplies through its various brands, with thousands of products available in physical stores and online. The partnership with the Cowboys is expected to broaden Sally Beauty's reach and engage their audience more effectively.