Beginning this week, Paul Mitchell fans can utse #GivingIsMyStyle to tell why they think it's important to give back, and/or how they're making a difference, and for every share, participants will claim a spot in the giving gallery on the Paul Mitchell website and the brand will donate $1 per peson to one of its charity partners, up to $200,000.
Supported organizations include Waterkeeper Alliance, Boys & Girls Clubs of America, ReforestAction, Grow Appalachia and Bright Pink.
The new Paul Mitchell website will be divided into two sections. The "Feel Beautiful" area will provide a showcase for all product collections—including Paul Mitchell, Tea Tree, MITCH, Neuro Styling Tools and Paul Mitchell ProTools—and in-salon services, as well as hair tutorials, tips and an "Ask a Stylist" forum.
The "Live Beautifully" portion will provide a glimpse into the "who, what and why" behind the company, including features on brand history, leaders, corporate culture, philanthropic contributions, sports partnerships and more.
According to the company, visitors can contribute content to the site by using specified hashtags via social media. The fully responsive platform also seamlessly integrates the Paul Mitchell salon locator service and ecommerce functionality for customers in certain US states.