BJK&E To Give Sally Beauty Retail Face-Lift

Sally Beauty Supply has chosen BJK&E in Irving, Texas, to develop a new image for its stores in a test market campaign.
Denton, Texas-based Sally Beauty Supply, which encompasses nearly 2,000 retail outlets nationwide, is asking BJK&E to develop newspaper and radio advertising, plus in-store promotions. The move coincides with the company’s recent hiring of Dieste & Partners in Dallas to create Latino test market television and radio commercials.
Billings were undisclosed. The client’s advertising expenditures have fluctuated in recent years, exceeding $1 million only in 1995 and 1997, according to Competitive Media Reporting.
Tom O’Connor, general manager of BJK&E, said the new business represents the third consumer or trade marketing account to enlist at the agency in the last few months. The shop (formerly BJK&E Specialized Advertising) is evolving from a niche recruitment ad specialist into a full-service advertising and interactive marketing agency.
The four-week advertising test is planned for a fourth-quarter run in one market. O’Connor is hopeful the program will be expanded nationally to Sally Beauty Supply stores, currently in 46 states.
Dieste’s TV ads included English-language versions that the client was considering for general market runs. Sally’s vice president of advertising and public relations, Judy Cole, could not be reached for comment on the status of those executions.
O’Connor, former managing director of the defunct Keller Crescent Southwest office here, said BJK&E was contacted by Sally officials interested in a retail marketing service offered by the shop through parent Bozell Worldwide, New York.
Other full-service accounts at the $30 million shop include assignments from MagneTek in Nashville, Tenn., and Austravel in New York. BJK&E’s core work remains the estimated
$12 million U.S. Air Force recruitment account.