Sally Beauty Holdings Appoints Tombras as U.S. Media AOR

By Kyle O'Brien 

Independent advertising agency Tombras has been selected as the U.S. media agency of record for a leader in professional hair color, Sally Beauty Holdings, the parent company to consumer retailer Sally Beauty and professional beauty distributor Beauty Systems Group.

Tombras will leverage Sally Beauty’s depth of expertise in the beauty industry to engage new and existing consumers while utilizing Tombras’ proprietary method of “Connecting Data + Creativity for Business Results.”

In addition to supporting Sally Beauty’s consumer business, Tombras will also help on the B2B side with Beauty Systems Group (BSG), a network of stores and outside sales consultants that sell exclusively to licensed beauty professionals. Tombras is tasked with targeting the professional stylist audience for the Cosmo Prof brand.


“We are excited to have a strategic agency partnership with Tombras,” said Alvin Hill, group vice president, digital and ecommerce for Sally Beauty Holdings in a statement. “A key to our continued growth is insight driven decision making as we stay nimble to provide an exceptional experience for our customers. Tombras provides us that agility as well as the focus on collaboration to enable the execution of our growth strategy.”

Dooley Tombras, president at Tombras praised the Sally Beauty Holdings team as brilliant marketers with ambitious goals.

“What’s so compelling for us is the opportunity to blend our deep retail and CPG experience into an iconic beauty brand, including the depth of our approach to data and creativity. Sally Beauty Holdings has everything we need to deliver incredible business results, and we’re looking forward to setting an inspirational bar for this category,” said Tombras in a statement.

The win adds to Tombras’ client roster as the agency expands beyond fitness and fashion into the beauty space. Other media AOR clients include Orangetheory Fitness, Altar’d State, Re/Max, Pods and FreshDirect.