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Aveda Launches Salon Rescue Program Amid COVID-19 Closures

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One facet of Aveda's six initiative program was the launch of The Salon & Spa Relief Fund, which Aveda has contributed $600,000 to and will provide grants in denominations of $2,500 and $5,000 to spas and salons in need.

Aveda has created a program designed to directly benefit independent salons that have been impacted by the COVID-19 pandemic. Salons and spas that carry Aveda products are independently owned; this includes more than 6,000 small businesses in the United States alone.

Related: COVID-19 Funding Resources for Spas and Salons [A GUIDE]

A $1.5M+ Financial Relief Goal

To provide support for its partner salons, Aveda launched a fundraising program to help provide financial support to salons that 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, which will then be donated to The Salon & Spa Relief Fund
  • Redeeming their Pure Privilege Points (Aveda Loyalty Members only), turning the Points into dollars which will be directly donated to the fund
  • 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.

Salon A-Commerce

Aveda’s Salon A-Commerce program, which launched in 2018, allows salon owners to easily set up a web page that integrates e-commerce with their existing website.

As part of the Aveda Cares program, Aveda has increased salon commissions to 40% from April 1, 2020 through June 30, 2020. 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.

Extended Terms

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

Beginning March 30, 2020, Aveda kicked off a robust 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 tool kits 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.

As part of the Aveda Cares program, Aveda has also initiated over 125,000 product donations to community hospitals, medical centers, nursing homes and food banks in need due to the COVID-19 pandemic.

“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,” April Anslinger, Aveda senior vice president and North America general manager, said. “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. We are launching Aveda Cares to help Aveda salons recover via six initiatives. These salons and stylists are caring and creative people who have helped us all feel great about ourselves and our hair. Now it’s our turn to take care of them.”

“The goal of our virtual education programming is to give our partner salons and artists the opportunity to hone their craft and learn new techniques during their downtime,” Kevin Molin, Aveda’s vice president of global education, said. “We also want to help our network stay connected: we recognize that this time can be challenging, especially for artists who are accustomed to working one-on-one with their clients every day. Since launching the program at the end of March, we have seen record attendance for our classes and many new relationships form virtually.”