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SEARCHAs Water Day kicks off six weeks of environmentally related holidays, Sustain Beauty Co offers suggestions on how to celebrate with your team and clients.
Environmental efforts salons report they are doing.
Sustainbeauty Co
Some salon owners are convinced their team and clients have no interest in sustainability. Meanwhile those delivering the service either believe they are isolated in their passion or not savvy enough to broach the subject with others. Then there are the clients, who report again and again that they would think more highly of their salon if it were making efforts to reduce its impact.
Research within and beyond the industry shows a chronic mismatch in perception between everyone in the salon, resulting in ‘green-hushing,' where no one is talking about sustainability, playing it down, or even hiding, their efforts. But if there is a time to shout about it, it’s now.
“Stylists believe clients don’t care about sustainability—but our research shows 56% of guests actually feel more positive when they hear about eco-initiatives,” says Valorie Tate from Sustain Beauty Co.
Sustain Beauty Co's Valerie Tate encourages salons to celebrate their environmentally sustainable efforts over the next several weeks.
Sustain Beauty Co
Our impact as an industry will be center stage come March 22, when National Water Day kicks off six weeks of “celebrations” to mark sustainability. It’s the opportunity you’ve been waiting for to show your clients you are on a journey to lowering your impact without being shot down by cynical sceptics or know-it-all eco warriors.
Get on the same page: The first step is to improve understanding and confidence among your team, and from there to work on messaging that is honest and open. Create prompts to show what you do as a salon to reassure everyone that what you are doing is real. List how much recycling is diverted from landfill, including chemicals that can seep into soil and water. Discuss how much water and energy are being saved since you installed ECOHEADS at the basin. Show comparisons of how much color was used before color technology and how much is dispensed now. These are stats that build your team’s confidence so they can talk about it with clients. And while you are at it, share the research from Sustain Beauty Co (SBCo) that proves only 4 per cent of (odd) clients are put off by in-salon sustainable efforts.
Organize special events: They don’t have to be mega. You could volunteer as a team to clean up an area nearby or you could run a plastics amnesty where clients can bring in their old shampoo bottles for recycling. Either would spark discussions among colleagues and clients about other ways to cut back on waste. Running an online poll is a great way to gauge what clients would like or even to get them involved. Even a yes/no poll on social media asking whether they’d be interested in a natural product line to sit alongside your existing brands can be a conversation-starter. If you are planning a charity event in April, tying it to sustainability will make sure it is super-topical.
The team from Salon Dulay participate in a Walk for Water event in Windermere, Florida.
Salon Dulay
Plan a calendar of socials: It’s much easier to engage on social media if you have clear, planned messaging that the team knows of in advance. Mesh your content with the major messaging throughout the month, marking World Water Day with talk of ECOHEADS or day one of Earth Month with images of your recycling show you have the zeitgeist. If you are stuck on what to post, check SBCo’s marketing templates and inspiration checklist available on its website, along with free images to download and personalize.
There is going to be a lot of chatter from the end of March well into May as sustainability, health awareness, and waste reduction move center stage. By being prepared and confident, you can be part of the conversation, showing your business is forward-thinking, caring, and responsible without fear of being cancelled.
To download any of the SBCo marketing assets go to https://sustainbeauty.co/pages/marketing-checklist
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