Behind almost every successful salon is a very successful hair color business. The owners of these salons say the secret is finding a color line that blends two essential elements—art and business.

According to salon owners who partner with Aveda, the company has perfected the hair color success formula. In fact, 96 of the current 2009 class of the SALON TODAY 200 use the Aveda Full Spectrum™ Hair Color System.

Why so popular? Serious hair color artists applaud the artistic freedom Full Spectrum™ provides, with its limitless customization options, consistency of tone and quality performance. Salon guests appreciate Full Spectrum's™ long-lasting results, optimum shine, pleasing fragrance and the fact that Aveda color products are up to 99% naturally derived.*

Salon owners echo that they value all the above traits, but are more impressed by the education opportunities, inventory management systems and business-building campaigns Aveda incorporates into a Full Spectrum™ Hair Color partnership.

Here, three SALON TODAY 200 honorees share how Aveda's commitment has helped them recruit new clients, increase hair color revenue and ultimately, sustain and grow a profitable hair color business.

EDUCATE AND INFORM
According to Adrian Morris, owner of Lemon Lime salon in Cohasset, Massachussetts, simply communicating color facts can help drive business.

"We had great results from a ‘What's in Your Color' campaign," says Morris. "We listed the differences between Aveda and other hair color lines. We posted the information online, on posters to our target audience, and did an in-salon campaign. It increased our color business by 40 percent."

Talking to every single client about Aveda hair color was also a key to Lemon Lime increasing hair color service transactions and revenue.

"Whether working with a retail-only or cut-only, or an existing color client, we use the business-building campaigns, materials and education Aveda provides to make sure we introduce every client to complementing services like highlights, glossing, etc. We also build retail into every hair color service, offering clients the chance to take home a set of Aveda shampoo and conditioner. This has increased our retail business by 17 percent.

Another benefit driving Full Spectrum™ success is education and in-house expertise.

"We are fortunate to have a colorist who teaches for Aveda at our salon and educates not only our stylists but also works the entire salon floor, making color recommendations and answering questions from our guests."

Aveda's strong brand awareness and online salon referral service also generate hair color business for salons in the Aveda network.

"New guests find us when they come in to purchase Aveda hair care, and we convert them to Aveda hair color clients," explains Morris. "The brand name itself is key. Profitability and Aveda hair color really do go hand-in-hand."

STOCK OPTIONS
Having limitless color options generated by a small, manageable number of SKUs (see sidebar), and access to tools and programs to manage and sell-through the color inventory behind the line is another appealing part of the Aveda color formula.

"The custom-blending aspect and quality of the hair color allows us to adapt to any guest's needs, says Roberta Heaney, co-owner of Mango Salon in Richmond, Virginia. "Because Aveda's distribution and inventory is the best in the world, they are always in stock of the colors we need. That's critical!" Heaney also appreciates how Aveda helps salons organize their own color dispensary, controlling costs. She echoes what other salon owners have said—that being able to fit all of the color the salon needs into a small space makes the salon more profitable per square foot.

"We also utilize HeadMapping,® a methodology Aveda introduced us to, which helps us improve our color processes and eliminate waste," she explains. "All of Aveda's programs optimize our profitability. The ongoing support and promotion are big contributors."

MAKE A CHANGE
"Clients don't come to the salon for our services alone, but for the products we use in our services," sums up Amy Fox of Bella Capelli Sanctuario in Westlake, Ohio. "When you use a quality color line like Aveda, it gives the client more of a reason to come to you and stay with you."

"Aveda is the best color I have ever used," she concludes. "Guests love the results, and that it's naturally derived.* My team loves the fact that Full Spectrum™ works, pure and simple, and that they have so much creative control."

Bottom line? Changing your hair color can change your business. Go to aveda.com/colorkarma to experience an online, interactive media campaign designed to drive new guests to exclusive Aveda Hair Color salons during the brand's Spring/Summer Business Building Campaign.

Hair colorists are artists, but not all hair colorists enjoy full freedom of artistic expression. Ask yourself: "Am I working with a Full Spectrum™ of color options? Can I create my own color palette?"

Every color client who leaves your chair should wear your signature work, customized specifically for her. Here, three master colorists share their passion for color and explain why the Aveda Full Spectrum Color System™ is their natural choice for artistic options and brilliantly conditioned results.

EXPERIENCE ART
What sets Aveda Full Spectrum Color™ apart? According to top colorists, it's the experience of working with it.

"Other manufacturers' color lines come pre-mixed, "explains David Adams, co-founder, Red Chocolate hair color training organization in Minneapolis. "Full Spectrum™ hair color is separated into components, so you can mix and match pigments and truly be more creative. It's also naturally derived* and makes the hair very glossy."

Other positive parts of the experience? Fragrance and condition. "Essential oils and natural ingredients are good for the hair and the senses," Adams says.

WORK MAGIC
Being able to customize the color is the common appeal for most color experts, agrees Lupe Voss, Aveda Global Hair Color Artist. "We can create any color we want."

Lupe says this flexibility and range have changed the way she teaches color.

"I call one of my classes ‘hair color magic' because Full Spectrum™ results are so amazing. It has changed how my students see and approach hair color. Guests love the shine, the conditioning factor and the fact that Full Spectrum™ doesn't fade. They comment on the difference in their hair. That's the real magic."

DO CUSTOMIZE, DON'T COMPROMISE
Staying true to the creative process is what matters most to color authority Ian Michael Black, technical director of the Aveda Academy in London.

"With its unique base shades and pure tones, Full Spectrum™ color allows me to create couture color specifically designed for each individual guest," he says. "From intense reds that lift four shades with no loss of tone, to the high-lift blonde series that delivers five true levels of lift with the most natural of tones."

Black calls Full Spectrum™ a "no compromise" color line on every level.

"Guests love the gentle formulas, lavender aroma and the fact that it's up to 99% naturally derived*—making it good to their hair and to the earth."

SHED NEW LIGHT ON YOUR HAIR COLOR BUSINESS. At Aveda, we believe that coloring hair is a transforming experience for our guests. It is a process of reinvention that is both an art and a science. It requires expertise in choosing the right product to achieve perfect results. And it involves imagination, intuition, the ability to connect and consult - plus knowledge about the many ways hair color can be creatively applied.

ENLIGHTEN YOUR SALON STAFF. There is a lot to know and learn. THat's why Aveda is commited to offering you a full spectrum of professional hair color educational opportunities from the most fundamental to the most challenging.

No matter where you are in your education journey, you can achieve mastery at each level by learning, being coached, practicing and then learning more. It is an ongoing cycle that keeps creativity sparking and your salon growing.

IGNITE YOUR PASSION FOR HAIR COLOR. We invite you to engage in Aveda Hair Color Education's dynamic, interactive classes and build your skill, confidence, enthusiasm and business.

• Expand and connect Aveda Hair Color concepts, techniques and skills
• Increase the ability to offer an extended variety of color services
• Layer color services to increase revenue

• Mix these classes at anytime with all phases of the education
• Learn about Aveda's unique mission, culture and product benefits
• Add Aveda hair, skin and makeup product knowledge to drive sales
• Discover business skills that help your salon reach new levels of success

Aveda Hair Color Education is designed to help you

• Boost your business by increasing hair color services in your salon
• Reduce your inventory levels by up to 68%
• Align your hair color services with rising retail sales
• Elevate your art and increase your revenue