WATCH IT GROW
As you gain confidence in your grassroots campaign, consider joining a larger grassroots movement—one that brings together a wider community for a greater good. Philanthropic efforts have always been a huge part of the beauty industry, and many salon owners say that what they’ve gotten out of their charitable works has been far more valuable than the time and energy they’ve invested. Make helping others a cornerstone of your culture, and you’ll get back as much as you give.
Walter Claudio Salon Spa in Santa Barbara, California, has clients who have lost children, so they happily support the Teddy Bear Cancer Foundation (TBCF) among other charitable organizations, says Angela Zungri, vice president of development and resources. That includes sponsoring and hosting a free spa day for moms with kids in treatment. “We open the salon, do massage, pedis and manis, and cuts, and we take care of people in the community.” The salon even invites other stylists to come participate and bring their own clients. “We build community across the board,” Zungri reports. “We had 25 professionals here doing skin, massage, nails. It was an all-day event.”
Other times, the salon donates a portion of their proceeds to TBCF and alerts their clients about it via e-mail blasts. “Our clients know we give back to the community and they come to us for that,” says Zungri. To broaden the exposure of their charitable efforts, she finds that benefit organizations typically have PR people who are always willing to help. “They always want to do that for us, it’s awesome,” she says.
Nuovo Salons Spas in Sarasota, Florida, has also partnered with competitors for charitable benefit. Terry McKee, Nuovo’s founder and president, says he’s proud of his salon’s reputation of being there for the community and charities. Even though it’s not the goal of his charitable work, he does notice that it has impacted his salon in a positive way.
“We have people support the salon because we have supported them,” he says. As another benefit, his team has been positively affected, as they handle themselves professionally and compassionately and are always enthusiastic about being involved.
Umbrella Salon in San Jose, California, likes supporting charities that are active locally, like Second Harvest Food Bank and EHC (Emergency Housing Consortium) Lifebuilders, which works for homeless prevention and services. They also support the national Locks of Love organization, with a unique twist, explains business manager Khiem Hoang. They ask freshman at the local high school to sign a contract stating they will not cut or color their hair. Four years later, when they are seniors, the salon team comes back to cut their hair and collect it. Not only do they inspire teenagers and the rest of the community to contribute to a good cause, the event attracts the attention of interested clients.
Umbrella keeps their marketing for charitable events simple and effective. “We e-mail our client base and tell them what the issue is and how they can contribute. Then we create a simple flyer and put the same flyer on Yelp, our Facebook page and our iPhone app—that way the message is consistent,” reports Hoang.
“At the end of the day, we have to look at the world beyond our chair.”
Chairs of Change
AS SALON OWNERS find little ways to transform their communities with grassroots efforts, Matrix is celebrating hair stylists’ commitment to personal, professional and social change with their Chairs of Change program.
“Matrix has always been inspired by the positive change that hair stylists create every day,” says Jennifer Rosado, marketing director for Matrix. “No client leaves the salon looking or feeling the same as when they arrived, and there is something truly amazing about the power that the hairdresser has to transform people’s lives.”
| Gina Bertolino