Keeping Your Green Clients Coming Back for More

By Justin Callaghan, Owner, Evolve Hair/Eufora Int'l. Educator

"Green" is a term that is over-used and under defined.

As the owner of an eco-conscious salon and an educator for an eco-friendly salon brand, Eufora Int'l., I am often asked what being green means to me.

My answer is "nothing."

Making your salon eco-friendly can be achieved through a few easy steps, but as a salon owner, your ultimate goal is not only attracting a green consumer, but also keeping that customer and creating client loyalty.

At Evolve Hair, we pride ourselves in being carbon neutral. We recycle all plastic, paper, glass, foil and even hair.

We use an eco-friendly salon quality product that uses natural ingredients, including Certified Organic Aloe. We have lighting that uses low wattage and is not only good for the earth, but saves us money long-term. I am proud to say that we are the first zero carbon footprint salon in the Kansas City area. For us, attracting the green consumer is fairly easy.

In this day and age, people are looking to give their support to businesses who involve themselves in the green movement.

Most of our customers find us through a simple Google search of eco-friendly salons or by word of mouth. However, it is not attracting the green consumer that is the main concern, it is keeping them. Just like most people will not eat organic food if it does not taste good, most people will not go to an eco-friendly salon if the products and services do not deliver.

The most important aspect of owning an eco-friendly salon is the same as any other salon out there: producing great hair. If a client leaves unsatisfied with their haircolor or haircut, they will not care that we recycled our foils or that we are carbon neutral. So many products and companies out there talk the talk, but do not walk the walk.

Attracting a green consumer and keeping them means we have to do both. Most eco-conscious customers are sold after they see that our products deliver, often better than their non eco-friendly counterparts do.

At Evolve Hair, we always opt for the eco-conscious alternative if the performance is there. Our ultimate goal is for the client to leave the salon feeling good about themselves and the way they look. We are successful if we reach our goal, and in the process, have not harmed the environment.

Although the famous Kermit the Frog said, "It's not easy being green," we at Evolve Hair, have found the opposite to be true.

Customers may walk through our doors the first time because they see we have made changes to ensure we are doing what we can to help the planet, but they come on a consistent basis because we have a creative team of stylists who do amazing work and we carry products that delivery superior results.

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