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Sally Beauty Announces Multi-Year Partnership as The Official Beauty Retailer of the Dallas Cowboys and Dallas Cowboys Cheerleaders

  • Sally Beauty Holdings, Inc. announced a multi-year partnership to become the Official Beauty Retailer of the Dallas Cowboys & Dallas Cowboys Cheerleaders.
  • The collaboration integrates hair color, hair care, & nail services through in-stadium advertising, digital media, & fan activations ranging from training camp to game days.
  • A centerpiece of the deal involves the Dallas Cowboys Cheerleaders using Sally Beauty products, such as the BaBylissPRO® Nano Titanium™ Curling Iron, to inspire fans to recreate game-day looks.
  • The partnership aims to leverage the Cowboys' large fanbase to drive discovery of national & exclusive beauty brands for both existing & new customers.
  • Dallas Cowboys Chief Brand Officer Charlotte Jones highlighted the alignment between the team's female-heavy audience & Sally Beauty's brand offerings.
  • The alliance supports Sally Beauty's expansion into men's haircare, which includes launching a dedicated men's shop in select stores this fall.
  • Sally Beauty will utilize its COLOR fest campaign strategies to create immersive experiences that emphasize accessible, salon-quality beauty results.
  • The retailer continues to expand its inventory with over 100 new nail products added in August alongside its extensive hair color selection.