April Anslinger, Aveda SVP and North America general manager said, “We’ve watched small businesses take a major hit over the last several weeks, and that includes our thousands of independently owned salon partners across the United States which have closed their doors to protect their staff and their guests. Now, as a result of this, they face future financial uncertainty. They have done their part to protect their communities, and now we want to do our part to help them reopen as soon as they are able.”
Aveda Cares is designed to help Aveda salons recover via the following initiatives:
$1.5 Million Financial Relief Goal
To provide support for its partner salons, on April 24 Aveda will kick off a fundraising program to help provide financial support to salons who have been affected by recent voluntary and state-mandated closures. Aveda will contribute $600,000 to The Salon and Spa Relief Fund, a non-profit organization established to help salon and spa owners and their employees rebuild their lives and businesses.
Consumers can join this effort with Aveda by making a donation when checking out on Aveda.com; redeeming their Pure Privilege Points (Aveda Loyalty Members only), turning the points into dollars that will directly be donated to the fund; or making a direct donation at salonandsparelieffund.org.
Through these efforts, Aveda hopes to raise at least $1.5 million to enable the provision of grants through the Salon and Spa Relief Fund in denominations of $2,500 and $5,000 to salons and spas in need.
Aveda’s Salon A-Commerce program, which launched in 2018, allows salon owners to easily set up a webpage that seamlessly integrates e-commerce with their existing website. As part of the Aveda Cares program, Aveda has increased salon commissions to 40% from April 1 through June 30th. Commissions have been increased for all incoming sales via salons’ or artists’ direct URLs. All Aveda Concept and Lifestyle locations are eligible for the A-Commerce program.
Aveda is working with its salon partners to offer deferred payment on outstanding balances. Additionally, Aveda is giving qualified salons the opportunity to pay for replenishment orders over the course of 12 weeks, rather than pay upfront.
Free Virtual Education
On March 30th, Aveda kicked off an eight-week, $2.6 million in value education program, available for free to Aveda stylists and salons and taught by lead stylists and experts in hair cutting and coloring, styling, skin care and makeup.
Aveda’s exclusive education program offers 1000+ hours worth of programming with access to dozens of different virtual classes each week, led by the Global Artistic Team: Ian Michael Black (color), Bea Watson (styling), Janell Geason (makeup), Ricardo Dinis (cutting) and Helga Hefner (skincare) and the North America Artistic Team: Lupe Voss (color), Britt Dion (styling), Anne Skubis (makeup), Brad Van Dyke (skincare), and Tatum Neill (social media).
Weekly Virtual Salon Owners Forums
For the last four weeks, Aveda has been, and will continue to provide weekly forums for salon owners to stay connected and offer suggestions on how to move from business interruption to relaunching their salon when state-mandated closures are lifted. For example, to date, Aveda has provided toolkits with recommendations on how salons can stay engaged with their clients via social media, tips on how to amplify Google My Business and hosted discussions around how to re-onboard staff and whether to consider expanding their hours.
Additionally, through Aveda Business College, Aveda will be offering a new virtual webinar series to support salons with strategies to create and implement a new business plan designed to rebuild and maximize profit and growth opportunities. Salon owners have the option of deferring payment for this class until July.