Sally Beauty

Pride Parties

3D Design

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Graphic Design

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Print

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Fabrication

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Production

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3D Design • Graphic Design • Print • Fabrication • Production •

The Concept

As a leader in professional hair color and care, Sally Beauty recognized the importance of uplifting and supporting the LGBTQIA+ community, especially during the celebratory month of Pride.

The brand sought to go beyond traditional sponsorships and create an immersive activation that would foster a sense of community, promote self-expression, and align Sally Beauty with the values of inclusion and empowerment.

ABEL brought Sally Beauty's vision to life through a three-day Pride Parties pop-up experience across iconic New York City locations, including The Seaport, Chelsea Market, and the Oculus. 

The activation featured:

• Three custom-wrapped pop-up trailers that served as hubs for brand ambassadors to distribute of Sally Beauty products and gift cards

• A Pride-ready hairstyling station using Eva NYC and Strawberry Leopard products

• Additional interactive elements like a prize wheel and photo backdrop, where attendees could win prizes and capture shareable moments

• Special appearance from Brad Mondo: a professional hairstylist, viral social media sensation, and founder of XMONDO

• Drag performances from RuPaul’s Drag Race alums Joey Jay and Jackie Cox

• Support from volunteers with Free Mom Hugs, a non-profit organization empowering the LGBTQIA+ community

The vibrant, celebratory experience encouraged self-expression, community building, and connection, positioning Sally Beauty as a brand that authentically supports the LGBTQIA+ community.

Client: Praytell

Year: 2024

Location: New York City