{"id":21521,"date":"2026-03-25T10:43:01","date_gmt":"2026-03-25T17:43:01","guid":{"rendered":"https:\/\/www.probeauty.org\/?p=21521"},"modified":"2026-03-25T10:43:02","modified_gmt":"2026-03-25T17:43:02","slug":"na-obm-in-numbers-pr-april-2026","status":"publish","type":"post","link":"https:\/\/www.probeauty.org\/na-obm-in-numbers-pr-april-2026\/","title":{"rendered":"NA OBM in Numbers PR April 2026"},"content":{"rendered":"<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" width=\"1024\" height=\"1024\" data-src=\"https:\/\/www.probeauty.org\/wp-content\/uploads\/2026\/01\/image-5-1024x1024.png\" alt=\"\" class=\"wp-image-19969 lazyload\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/1024;width:99px;height:auto\" data-srcset=\"https:\/\/www.probeauty.org\/wp-content\/uploads\/2026\/01\/image-5-1024x1024.png 1024w, https:\/\/www.probeauty.org\/wp-content\/uploads\/2026\/01\/image-5-300x300.png 300w, https:\/\/www.probeauty.org\/wp-content\/uploads\/2026\/01\/image-5-150x150.png 150w, https:\/\/www.probeauty.org\/wp-content\/uploads\/2026\/01\/image-5-768x768.png 768w, https:\/\/www.probeauty.org\/wp-content\/uploads\/2026\/01\/image-5-1536x1536.png 1536w, https:\/\/www.probeauty.org\/wp-content\/uploads\/2026\/01\/image-5.png 1600w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/figure>\n<\/div>\n\n\n<p class=\"has-text-align-center wp-block-paragraph\"><strong>*** PRESS RELEASE- FOR IMMEDIATE RELEASE***<\/strong><br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><strong>20th March 2026<\/strong><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><strong>New Data From Phorest Reveals Growing Impact of Co-Branded Marketing for Salons and Brands<\/strong><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Phorest\u2019s On Behalf Marketing solution delivered nearly 4 million client emails in 2025, boosting brand visibility &amp; driving footfall into salons.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" width=\"1600\" height=\"1065\" data-src=\"https:\/\/www.probeauty.org\/wp-content\/uploads\/2026\/03\/Phorest-1.jpg\" alt=\"\" class=\"wp-image-21526 lazyload\" style=\"--smush-placeholder-width: 1600px; --smush-placeholder-aspect-ratio: 1600\/1065;aspect-ratio:0.992181947405828;width:278px;height:auto\" data-srcset=\"https:\/\/www.probeauty.org\/wp-content\/uploads\/2026\/03\/Phorest-1.jpg 1600w, https:\/\/www.probeauty.org\/wp-content\/uploads\/2026\/03\/Phorest-1-300x200.jpg 300w, https:\/\/www.probeauty.org\/wp-content\/uploads\/2026\/03\/Phorest-1-1024x682.jpg 1024w, https:\/\/www.probeauty.org\/wp-content\/uploads\/2026\/03\/Phorest-1-768x511.jpg 768w, https:\/\/www.probeauty.org\/wp-content\/uploads\/2026\/03\/Phorest-1-1536x1022.jpg 1536w\" data-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">New data from Phorest Software highlights the growing role of collaborative marketing between professional brands and salons, as businesses across the industry look for more effective ways to engage clients.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/phorestpartnersnetwork.com\/?utm_source=pr&amp;utm_medium=obminnumbers&amp;utm_id=inbound26\">Phorest\u2019s On Behalf Marketing (OBM) solution<\/a>, which enables professional brands to run co-branded email campaigns through participating salons, saw significant growth in 2025, with hundreds of Phorest salons opting in and millions of client emails delivered worldwide.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These figures reflect a growing trend across the professional hair and beauty industry, with more salons working closely with their product brands of choice to bring professionally designed, campaigns directly to their clients.<\/p>\n\n\n\n<h6 class=\"wp-block-heading\"><strong>OBM in Numbers<\/strong><\/h6>\n\n\n\n<p class=\"wp-block-paragraph\">Across 2025, OBM campaigns generated measurable marketing results for both brands and participating hair and beauty businesses:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>530+ Phorest salon, spa, and clinic businesses opted in to campaigns<br><\/li>\n\n\n\n<li>Close to 4 million client emails were delivered worldwide<br><\/li>\n\n\n\n<li>Average open rates stood at 44% (vs 29% average*)<br><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Since launching its pilot campaigns in 2023, OBM has grown into a successful and ever-growing marketing channel used by some of the industry\u2019s leading brands, offering a range of benefits for the brands involved as well as the salons that participate.&nbsp;<\/p>\n\n\n\n<h6 class=\"wp-block-heading\"><strong>Engagement Beyond the Inbox<\/strong><\/h6>\n\n\n\n<p class=\"wp-block-paragraph\">One of the major wins associated with OBM is that the campaigns are designed to drive action in salons. Using benefit-focused messaging and professionally designed creatives, 2025 saw the following engagement results for participating salons, clinics, and spas:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Average click rate:<\/strong> 1.7%<br><\/li>\n\n\n\n<li><strong>Average click-to-book rate:<\/strong> 4.2%<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Speaking on the success of running OBM campaigns in her business, Allyson Hurley of Hair &amp; Co. BKLYN, a multi-location salon based in New York, said: \u201cI was so excited to be able to have some of the brands that I work with have really polished brand-specific marketing that could help me really grow my business\u2026 Not only is the marketing creative and polished, but we saw over a 45% open rate to our clients that the OBM emails went out to.\u201d<\/p>\n\n\n\n<h6 class=\"wp-block-heading\"><strong>A Collaborative Approach<\/strong><\/h6>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" width=\"1024\" height=\"682\" data-src=\"https:\/\/www.probeauty.org\/wp-content\/uploads\/2026\/03\/Phorest-2-1024x682.jpg\" alt=\"\" class=\"wp-image-21527 lazyload\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/682;width:345px;height:auto\" data-srcset=\"https:\/\/www.probeauty.org\/wp-content\/uploads\/2026\/03\/Phorest-2-1024x682.jpg 1024w, https:\/\/www.probeauty.org\/wp-content\/uploads\/2026\/03\/Phorest-2-300x200.jpg 300w, https:\/\/www.probeauty.org\/wp-content\/uploads\/2026\/03\/Phorest-2-768x512.jpg 768w, https:\/\/www.probeauty.org\/wp-content\/uploads\/2026\/03\/Phorest-2-1536x1023.jpg 1536w, https:\/\/www.probeauty.org\/wp-content\/uploads\/2026\/03\/Phorest-2.jpg 1600w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What makes OBM special is that each campaign is developed through collaboration between professional brands and Phorest\u2019s in-house marketing team, ensuring messaging aligns with brand goals<em> and<\/em> salon audiences.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" width=\"1000\" height=\"1000\" data-src=\"https:\/\/www.probeauty.org\/wp-content\/uploads\/2026\/03\/Phorest-3.png\" alt=\"\" class=\"wp-image-21528 lazyload\" style=\"--smush-placeholder-width: 1000px; --smush-placeholder-aspect-ratio: 1000\/1000;width:352px;height:auto\" data-srcset=\"https:\/\/www.probeauty.org\/wp-content\/uploads\/2026\/03\/Phorest-3.png 1000w, https:\/\/www.probeauty.org\/wp-content\/uploads\/2026\/03\/Phorest-3-300x300.png 300w, https:\/\/www.probeauty.org\/wp-content\/uploads\/2026\/03\/Phorest-3-150x150.png 150w, https:\/\/www.probeauty.org\/wp-content\/uploads\/2026\/03\/Phorest-3-768x768.png 768w\" data-sizes=\"(max-width: 1000px) 100vw, 1000px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThe relationship that salons have with their clients is powerful,\u201d said Avril Kealy, Global Partnerships Content Manager at Phorest. \u201cOBM helps salons nurture these relationships, while also allowing brands to get involved in a way that feels authentic, helpful, and relevant. It\u2019s a win-win for everyone involved!\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><br>For salon owners, the campaigns provide professionally created marketing content that integrates directly into their client communications with no added work, while brands benefit from reaching highly engaged audiences within the professional channel.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With OBM continuing to grow year on year, Phorest expects collaborative marketing initiatives like this to play an increasingly important role in connecting brands, salons, and clients across the professional beauty industry.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Interested? Visit <a href=\"https:\/\/phorestpartnersnetwork.com\/?utm_source=pr&amp;utm_medium=obminnumbers&amp;utm_id=inbound26\">phorestpartnersnetwork.com<\/a> to learn more or register your interest.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">*typical open rates for marketing campaigns managed independently by Phorest salons, clinics, &amp; spas<\/p>\n","protected":false},"excerpt":{"rendered":"<p>*** PRESS RELEASE- FOR IMMEDIATE RELEASE*** 20th March 2026 New Data From Phorest Reveals Growing Impact of Co-Branded Marketing for&#8230;<\/p>\n","protected":false},"author":21,"featured_media":17269,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[62,97,22,129],"tags":[161,111],"insight_type":[112],"class_list":["post-21521","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blogs-news","category-marketing","category-salon-owners","category-technology","tag-marketing","tag-press-release","insight_type-visionary-member-post"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>NA OBM in Numbers PR April 2026 | Pro Beauty Association<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.probeauty.org\/na-obm-in-numbers-pr-april-2026\/\" \/>\n<meta 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