BLOG SPOT with Paul Frasca.

A New Era at Sustainable Salons

While I’m not keen to give away my age right off the bat, I do want to let you in on a little secret. It’s been 13 years since Ewelina and I took the Australia-wide road trip that would lead to the birth of Sustainable Salons.

And while we might not be in need of a makeover ourselves, we nevertheless thought it was time to refresh our image.

Our goal has always been to work in rhythm with our members and their customers - to create a better, more sustainable future together.

This was the guiding principle behind our brand refresh, which we unveiled to our team at our recent Sustainable Salons Annual Conference and to the public on 29 May.

Importantly, we’re dedicated to the idea that sustainability isn’t an add-on; instead, it’s built into how we and our members do business.

A circular economy for a better future

Since our inception, Sustainable Salons has gone from ‘just’ a salon resource recovery program to a for-purpose enterprise focused on getting people, the planet and profit working together.

In fact, we believe so strongly that the materials we recover from salons have value as part of a closed-loop, circular economy that we’re no longer referring to them as waste.

Instead, they are valuable resources. Diverting these resources from landfill is the first step in building a circular economy in which resources are used again and again without losing their value.

We have almost 1500 members who benefit immensely from Sustainable Salons membership. They’re seen as pioneers in sustainability, allowing them to attract new customers through our Sustainable Salons Directory, the number one Salon Directory in Australia, and New Zealand. We recycle in places the standard recycling network doesn’t reach. We’re also the number one collector of ponytails for charitable wigsgiving confidence to people affected by cancer treatment and alopecia.

Needless to say, it’s been quite the journey, and I won’t hesitate to say that I’m proud of it. Proud of our team, our members, and our contribution to a sustainable future for our planet.

A fresh, new brand built with integrity

Once we’d figured out that this brand refresh was sorely needed, we set about working out how to bring our vision to life.

Core to this experience was understanding what our customers want from us. Our team worked tirelessly to provide unique input into the brand refresh process, focusing on what they’ve learned from our customers and their vision for our organisation.

This allowed us to ensure our vision is driven both by our inherent love for all things sustainability and by the needs and wants of our members.

We partnered with some genuinely innovative service providers to ensure that our brand refresh was happening in a way that reflected our values. Take our new typography as an example. We pay royalties to use this new font, and the designer has committed 25 per cent of all font royalties to preserving the rainforests and implementing reforestation programs.

We also integrated UserWay into our website. UserWay makes websites accessible with voice navigation, screen readers, larger text, higher contrast, dyslexia-friendly software and paused animations. Using UserWay means we can rest assured that our website is accessible to all our members and customers of all abilities.

What’s changed?

So, now you know the why and how you’re probably wondering what exactly has changed. Well, the answer is pretty much everything. We’ve updated our logo, typography, messaging, and colour palette to better reflect what we’re about as an organisation.

Most importantly, we’ve chosen to be more inclusive in our imagery and language.

New avatars reflect the beauty of our network

Our member base has expanded significantly since our humble beginnings, and we felt compelled to reflect the breadth and beauty of our network in our new brand imagery.

Our new avatars represent people of all abilities, backgrounds, gender expressions, sexualities, and heritages. Our mission is, first and foremost, to make sustainability accessible to everyone. It shouldn’t take wealth or time to live a sustainable life.

Putting members first

As always, we strive to provide our members with a unique and invaluable service. We’ve kept and improved all the elements that make Sustainable Salons membership vital to hair salons across Australia and New Zealand.

Whether a salon space has a modern, boho, eclectic or chic vibe, members can market their Sustainable Salons membership with adaptable branding that suits their needs.

We’re continuing to collect hair, plastics, salon foil and more from hair salons and barbers, diverting them from landfill.

A better online user experience

Aesthetics aside, one of the most significant changes our members will appreciate is our website functionality.

We connect over 70,000 consumers with reputable Sustainable Salons every year through our Salon Directory. We’ve made changes to the directory to make it easier for potential clients to find a Sustainable Salon.

Salon listings will now include:

- Direct booking link to the salon’s website

- Links to social media

- Option to include personalised imagery

- Opening hours

It’s not just the Salon Directory that’s changed. Our website is now more mobile-friendly and has an improved user experience and interface, making navigating the site more accessible for members and customers.

We’ve refreshed our Rewards Store through which members can shop for salon essentials sustainably. It’s all in one place, so whether you’re signing up for the first time or are a longtime Sustainable Salons member, you’ll easily find what you’re after.

We’re still the Sustainable Salons you know and love, but we’re approaching our mission with renewed vigour and energy. We’re more determined than ever to build a world that reflects our vision, and we can’t wait to bring you along on the journey.

Scan the QR code to visit our new website and see these changes in action.