THE WHAT? Sally Beauty has entered the next phase of its search for its first ever #SallyCrew. Influencers participating in the competition to become a brand representative will share a video on Instagram through March 13 explaining why they would make the ideal brand ambassador.

THE DETAILS Sally Beuaty will select some 25 finalists from the 1000-odd entries it’s received, before announcing the inaugural #SallyCrew in May, 2020.

“Encouraging self-expression and inspiring at-home pros are at the core of the new Sally Beauty. For these Instagram videos, we encourage influencers to show us how they embody our new mission to help consumers ‘Unleash their PROtential,'” said Carolyne Guss, group vice president of marketing at Sally Beauty. “We’re excited to see how these content creators engage their followers to secure one of the coveted positions.”

THE WHY? With influencer marketing increasingly key to spreading the word among millennial and Gen X shoppers, but the category dogged by scandal, Sally’s competition is designed to test engagement rates before it commits any budget to the medium. The winner, meanwhile, will score a US$150,000 contract, which includes business coaching, free products, spokesperson opps with the brand and more.