AIDING SALONS DURING COVID-19

By backing local entrepreneurs with a focus on black, female-owned salons, TRESemmé is making a tangible difference in communities

As a leader within the haircare industry, TRESemmé has always strived to explore opportunities that uplift individuals who contribute significantly to haircare and our economy. Since May 2019, TRESemmé has been supporting hairstylists through the TRESemmé Salon Programme. This programme uplifts SMEs and business owners by providing them with valuable tools and invaluable insights.

SUPPORTING LOCAL BUSINESSES

The TRESemmé salon partnerships started in 2019 with 60 salons, and the programme has since reached 240 salons – helping over 1 200 hair stylists. The aim? To work closely with small businesses and establish salons’ needs: how can the brand help salons with products, marketing, day-to-day operations – and how can they help salons run as efficient businesses. The results? A huge success! Pre-Covid, plans were in place to go full steam ahead, and TRESemmé honoured their commitment and expanded to 160 salons in 2020. These salons were assisted with products, which many used as a tool to incentivise their loyal clientele to buy vouchers to use when the salons reopened – this enabled salons to generate revenue during a difficult time.

And when salons were allowed to do business again, TRESemmé, with the help of a graphic designer, supplied them with beautiful branding and virtual vouchers which they shared with their clients. In 2021, the programme was extended. TRESemmé looked at how they can help salons with obtaining personal protective equipment (PPE). They provided 200 salons with masks, face shields, plastic screens, as well as sanitiser for the front entrance and each stylist. Salons also received product education and social distancing training to help protect themselves and their clients.

The haircare brand also ran a campaign where salon clients could experience TRESemmé first-hand and ask their stylist questions about products, product use, haircare

myths and share in the quality of the brand. What’s next? TRESemmé is excited to have the opportunity to accelerate their impact and presence in communities by continuing to support stylists and salon owners who need it most. The TRESemmé programme will continue with the intention of reaching as many salons owners as possible and assisting them in the most practical way, allowing them to grow confidently as SME business owners.

Through initiatives like the TRESemmé Salon ProgrammeandtheTRESemméStylistTrainingProgramme the brand hopes to create a ripple effect of ongoing growth for the hair industry. The goal is to help hair stylists shape their role in society, while also facilitating education and making a real change every day for the overall inclusivity and representation of women and their hair.

AN INCENTIVE THAT WORKS

The TRESemmé Salon Programme was able to assist a salon in Cape Town that nearly closed their doors due to the financially crippling effects of Covid-19. They joined the programme and received TRESemmé products which incentivised regular visits. Customers received a free bottle of TRESemmé shampoo and conditioner when visiting the salon for a treatment. This boosted the salon’s customer base and helped retain their regular customers. According to the salon’s owner, the partnership with TRESemmé helped her and her salon through a tough time, proving that a little help goes a long way.