Ann Mincey

VP Global Communications, Redken

Building Business Through Charity

At Redken, our business has seen a steady increase over the last ten years, and it’s been in that same time frame that we have made a concerted effort to organize around charity fundraising.

I happen to believe there is a direct correlation. The law of give–and–receive is at work.

Our philanthropic outreach began even before the statistics bore out that consumers favor doing business with companies who give back. We’ve always believed: we don’t give because we HAVE to, we give because we GET to. Shades EQ has always had a giving spirit through the various marketing campaigns in which she has participated. The most successful of the campaigns was the Shades EQ bottle cap collection. For each bottle cap that a salon donated, Redken contributed twenty-five cents to a charity for up to $50,000.

I believe Shades EQ’s success over twenty years can be attributed to ’her’ wide range of color offerings, that ’she’s’ a haircolor that thinks ’she’s’ a conditioner, and that ’she’s’ whispered to hairdressers everywhere around the globe, "Don’t be afraid." I also believe ’her’ success has come from giving back.

Various charitable organizations have been the beneficiaries of our year–long cause–marketing campaigns and donations, including American Heart Association, America’s Second Harvest, and City of Hope.

The best part of being involved with charity fundraising is soliciting the enthusiasm and involvement of the salons in their local markets. Why would a salon want to create, plan and execute a charity event? What are the steps in making it a success? What are the residual benefits in the community?

To answer these questions, I went to three REDKEN ELITE salon owners who have orchestrated highly successful events in their cities. The salon owners are Juana French, Heath Hair Company of Heath, TX.; Terri Hoover, Artistik Edge, Dallas, TX; and Kristi Hyde of The Rock for Hair and Nails in Ft. Myers, FL.

Kristi Hyde, The Rock for Hair and Nails in Ft. Myers, FL

The major reason to give back is because we can give back and help others. Everyone who gets involved with the event is putting out caring, compassionate energy.

There is an increase in the individual salon professional’s credibility when the salon gets involved with charity. The salon’s reputation for having caring and compassionate people paves the way for their guests to feel genuinely cared for when they come for their appointments.

Working together for a cause brings the team closer together; we feel a unity when we have a common goal and focus.

Another great benefit of charity fundraisers is that the press responds in a positive way. It creates more exposure and drives potential new repeat guests to the salon.

Total raised in 2007 by 186 salon professionals at the Ft. Myers Charity event: $18,917

Juana French, Heath Hair Company of Heath, TX

Charity is a regular part of our business. We have initiatives for our staff such as "jeans" day. They make a $5.00 contribution and can wear jeans on the day designated. They have chosen to donate that money to one of their own who needs a boost or financial help. Our guests get involved too, and give out of their own compassion.

We’ve also designated a "Donate Your Tips" day and have given the funds to one of our local charities. Guests will buy products, make donations, or volunteer their time and resources.

We pride ourselves in showing that we care and the community responds – we open doors for them to be able to give.

Total raised in 2007: $11,000

Terri Hoover, Artistik Edge, Dallas, TX

The best part about being involved in a charity event is witnessing the team’s increased confidence as they lift themselves to a whole new level of sacrifice, asking for help and allowing others to respond.

What we’ve learned is people don’t give to causes, people give to people. Our staff is the face of the charity to our community and the willing recipient on behalf of the charity. The entire event creates a deeper trust between our staff and the guests they serve on–going.

Total raised in 2007: $5,000+

Redken.com has a dedicated section on Charity that outlines our corporate commitment for 2008 to City of Hope, a research and treatment center for Breast Cancer and other life–threatening diseases.

In this section, you’ll find ideas to assist your salon team in giving back. For instance:

1. 1. Choose a day to contribute a percentage of your cut and color services to City of Hope, or a charity of your choice.
2. 2. Donate tips (as Juana mentioned above) or the cost of a daily Caffe Latte.
3. 3. Open your salon on a day that it’s normally closed. The staff donates their time and expertise and the proceeds of the day are donated to City of Hope, or a charity of your choice.

Redken.com also offers a comprehensive guide on how to conduct a successful Cut–A–Thon in your salon.

The principle–based promise of giving is ’give and you will receive.’ Whatever amount you donate, it will come back to you in a variety of ways. Perhaps you’ll see an increase in your business, good health, great relationships, and wise decision–making. We don’t give because we HAVE to, we give because we GET to. Thanks for your gift.