At Salon Lorrene in Palatine, Illinois, stylists are no strangers to giving back to their community. And one charity in particular is special to the salon—Celebrating All That Is Feminine (CATIF).

Owner Lorrene Stuchl-Conino serves as vice president on the board of directors at CATIF while several staff members, their families, and even some clients attend and donate their time to CATIF fundraisers and charitable events throughout the year.

CATIF’s goal is to raise funds for at-risk girls and women in need to empower them.

“I am extremely proud of joining the salon and CATIF in this common mission,” says Stuchl-Conino.

Salon Lorrene’s Charity Challenge winnings from Wella—$2,500 for second place—will help Stuchl-Conino launch the salon’s very own CATIF grant program, with a goal of helping five families each year.

“I am honored that through my salon, and Wella’s Charity Challenge, we can take this desire and make it a reality,” she says.

To kick off fundraising, Salon Lorrene is holding a Block Party/Family Picnic on September 8 in Palatine, Illinois, from noon to 6 pm. The event will feature a rib and chicken cook off, and attendees will get educated on the new grant program.

“Organizing our charitable events from start to finish takes a tremendous amount of time and dedication from so many,” says Stuchl-Conino. “The reward is seeing more and more people join us in our cause, while they connect with others and enjoy themselves at the event.

“Gathering together a group of positive people all working toward a common goal to help our community is the biggest reward for me,” she adds.

Another benefit for Stuchl-Conino has been the sense of community within her staff and clientele due to their involvement in CATIF. This year, one of the salon’s clients has even volunteered to be the event’s auctioneer.

But even clients who don’t participate directly feel they are helping just be patronizing the salon.

“Recognition in the community for our charitable efforts also has served to make those involved proud to be a part of it,” says Stuchl-Conino.

In 2013, Wella's Hairdressers at Heart Charity Challenge awarded 20 finalists with grants that totalled $43,000. The next Wella “Supports Your Cause” Charity.