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SEARCHIn time for Earth Month, Sustain Beauty Co. publishes its second Marketing Toolkit, which is packed with free resources, including more than 100 ideas for promotions you can use in April and beyond.
When is comes to environmental sustainability, there is a huge divergence between what guests think and what professionals believe they think.
Sustain Beauty Co
Nearly 60% of clients would think more highly of their salon if they were aware of its sustainability efforts, according to a recent research studycarried out by Sustain Beauty Co. Answers from more than 1,000 professional salon customers highlighted a huge divergence between what guests think and what professionals believe they think.
“As we come together to mark Earth Month 2025 this April, we need to recognize the misalignment in attitudes and launch a more meaningful dialogue without prejudice,” said Valorie Tate, founder of Sustain Beauty Co, which is running long-term studies into sustainability attitudes in the industry. “Earth Month is an ideal time to start open-minded conversations both internally and in your marketing. That’s why we are publishing a second, more robust, Marketing Toolkit in time for Earth Month. It’s packed with a ton of free resources including over 100 different ideas for promotions you can use in April and beyond.”
The Green Fee Survey, carried out in December,also questioned professionals on how the industry should fund its transformation, unearthing some resistance to the concept of the Green Fee. Currently only 22% of salons have a surcharge to help cover the costs of recycling, waste reduction and more, while one and three professionals actively opposed the fee. Opposition was fueled by a conviction guests would not stomach the extra charge.
“We keep coming up against a belief among professionals that no one cares about sustainability or wants to pay for it,” added Tate. “In our attitudinal survey last year, 60% of respondents described sustainability as extremely important to them but they didn’t think it was important to others. When asked how important it was to colleagues, they judged only 30% would care, while they believed among guests and their community only one in five cared. We’ve got to find ways to talk to one another to drive the agenda to save the planet. Our latest survey shows guests do care but we will never bridge this gap if we are too afraid to talk about it.”
Every year, SBCo updates its marketing Toolkit, available to its community and the broader industry. This year it has updated versions of original ideas for promotions, updated email templates, website copy, a social media calendar with 30 prompts, social media captions and inspiration along with imagery and video that is free to use.
Any salon can access the Sustainability Marketing Toolkit here and use the images plus suggested topics to blend with their own campaigns. Sustain Beauty Co community members will be able to download full details of the SBCo products they use and add them to their website.
About SBCo: Sustain Beauty Co was born with the mission to help identify authentic, credible and environmentally responsible brands that put stylists at the forefront of their purpose. All Sustain Beauty Co products must: 1) Reduce the footprint of consumables in our industry. 2) Empower artists to create beauty responsibly.3) Protect the stylist and the environment equally. 4) Come from ethical sources and responsible manufacturing facilities.
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