HEALTH AND WELL-BEING

GORGEOUS YOU

AIMING TO BREAK THE MOULD OF BEAUTY

Mental health issues are one of the most serious problems of our time. The UN's health and well-being goals state that promoting mental well-being can prevent many other serious non-communicable diseases. As a beauty business operator, we are particularly concerned about the social pressure experienced by young adults concerning their looks. Instead of being part of the problem to which our industry has undoubtedly contributed, we want to be part of the solution.

In 2021, we adopted the goal of breaking the narrow mould of beauty, as the catalogues of beauty industry companies and media show the same set of faces every month. Believe us, we know; we committed the same crime for years. Fortunately, each of us can take a moment to look at our own actions from the outside, learn our lessons and do better.

Achieving this goal requires constant work for diversity as beauty standards are incredibly stagnant, especially in the hair and beauty industry. For a while now, people have talked about uniqueness and the beauty of the individual. So why do advertisements, covers of women's magazines and corporate social media show only one kind of person, the type traditionally thought of as beautiful, their pictures flawlessly edited?

OUR GOALS AND INDICATORS

To break the narrow mould of beauty To make you feel gorgeous just the way you are

Indicator: An annual consumer survey that assesses the success of our marketing communications in achieving our goals. OUR ACTIONS IN A NUTSHELL IN 2021:

#1 We organised comprehensive training for all our employees concerning diversity, inclusiveness and equality in cooperation with deidei Oy. #2 Together, we defined what inclusiveness and diversity mean in our company from the perspective of product development, marketing communications and personnel. #3 We updated our visual guidelines and revamped our imagery with the aim of breaking the prevailing standards of beauty and creating an image of beauty that is identifiable to all people. 50% of Finnish women feel* we have already succeeded in breaking the mould of beauty. #4 We joined forces with Ina Mikkola and organised a magazine cover workshop where we fought together against the narrow mould of beauty.

Quantitative research conducted by Otantatutkimus Oy in November 2021, commissioned by Four Reasons, target group: Finnish women aged 16–64, n=502

CUSTOMERS

AIMING FOR WELL-BEING IN THE HAIR SALON SECTOR

Professional hair stylists play a key role in enabling the good hair days of their customers. However, a hair stylist’s work is never about only the hair: the social interaction of a hair salon visit is just as integral a part of the service experience as the hair is. You can confide in your go-to hair stylist about personal, even difficult, matters like in a close friend.

The Four Reasons principle has always been to provide professional hair stylists with extensive service – not only exceptional products but also services that support the business operations of hair stylist entrepreneurs. As a partner of professional hair stylists, we feel it’s our responsibility to ensure that hair stylists aren’t worn down by their work.

THESE ARE SOME OF THE WAYS WE SUPPORT THE WELL-BEING OF STYLISTS:

#1 We engage in continuous product development in which we pay special attention to preventing hair stylists’ occupational diseases. #2 We offer the most diverse range of e-learning courses and events in Finland – half of the courses were free of charge in 2021. #3 We support the financial well-being of stylists with, for example, fast deliveries, flexible payment times and a free e-commerce service to support additional sales. #4 We maintain an active Four Reasons community of stylists and provide constant inspiration and peer support for professional hair stylists.

OUR GOALS AND INDICATORS

Our goal is to have the healthiest customers in the hair salon sector Factors contributing to well-being*: • health • financial well-being • experienced well-being

Indicator: annual survey for professional hair stylists used to measure the factors contributing to well-being, a) financial well-being b) health / work ability c) experienced well-being

*Source: The Finnish Institute for Health and Welfare

FOUR-STAR STAFF (ON A SCALE OF 1 TO 4)

OUR GOAL IS TO BE THE MOST INSPIRING WORKPLACE IN THE FINNISH BEAUTY INDUSTRY

At Four Reasons, we’re more than a regular working community. We are more of a family and a band of rebels, a true motley crew. We come noisy, composed, vivacious, funny, analytical, creative, a little odd and very weird. When dozens of top talents from their respective sectors work together and really love what they do, it can be seen in the result.

This is where we as a company get to truly boast. Once again, our staff have acknowledged us as one of Finland’s most inspiring workplaces!

OUR GOALS AND INDICATORS

Our goal is to be the most inspiring workplace in the Finnish beauty industry

Indicator: the PeoplePower index measured with the annual employee satisfaction survey, which measures employee commitment, leadership and performance

THESE ISSUES WERE PARTICULARLY APPRECIATED BY OUR STAFF:

#1 Decision-making is seen as effective while bureaucracy is low.

Wage levels are also considered competitive.

#2 The management culture is valued and employees feel heard when decisions are being made that affect them.

#3 A high level of employee commitment can be seen as an excellent employer image.

#4 The staff also feel that the shared values and goals are worth pursuing.