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“Culture is something that happens whether you’re intentional about it or not. So it’s important to put intention behind the culture you want to see.”
—Meagan Kitterlin, director of development at Pavo Salon and Aveda Purefessional, Culture and Leadership

Addressing salon culture is a priority for successful salons, paying off in dividends for those who understand its importance. Because of the impact a strong culture can have on a salon, Aveda has created educational opportunities– above and beyond technical education– for its salon network. Salon owners who take advantage of these classes will gain a team with deeper personal and emotional awareness, better leadership skills, more consistent consultations and other soft skills.

Below are a few of the groundbreaking programs Aveda is offering this year to help salons build and strengthen a consistent culture.

Purefessionals: Culture and Leadership

In 2022, Aveda brought on over 100 new Purefessionals—but they weren’t all technical educators. Twenty-one of the new Purefessionals are on the new Culture and Leadership path, which was created to certify educators with a passion for building confident professionals.

The focus for these 21 Purefessionals is on Aveda culture, selling skills and the brand’s points of difference, including the Aveda Mission, products and how the brand gives back.

Kitterlin, who has been with the Aveda brand for 15 years, was all in.

Kitterlin’s Purefessional audition was broken down into three parts: role-playing to show key behaviors that go into a great consultation, an extensive product knowledge test and a PowerPoint presentation.

“It was an intense day, but really incredible to be in a room full of peers,” she says.

Valencia Garcia, salon manager at Aurea Salon and Spa in Katy, Texas, auditioned at the same time Kitterlin did, and both women are now Culture and Leadership Purefessionals.

“I’ve always wanted to be an educator for Aveda, but thought the only way was to get my license,” Garcia says.

Kari Dollins, manager at Eden Salon in Oklahoma City, Oklahoma, also passed her audition and joined Garcia and Kitterlin in Minneapolis in July for a Purefessional immersion class.

“The immersion class focused on everything outside of technical—product recommendation, consultation and other soft skills,” Dollins says.

Kitterlin adds, “A guest can get a great technical experience almost anywhere. The magic of what happens before, during and after are the pieces in between that elevate the experience for THE guest and where our points of difference at Aveda shine.”

“When you’re coaching to numbers, you’re really coaching behaviors, which affect numbers, which is why really developing our artists in those areas we learn about as culture and leadership Purefessionals is so key. When behaviors become habit, that’s where the magic happens.”

Garcia says the product knowledge she has gained as a Purefessional will also be beneficial to her team.

“If you truly know your products and bring that to your guest, it creates an awesome experience,” she says.

All three women look forward to bringing their Purefessional education to their salon teams and beyond in the coming months.

Currently, they’re certified to teach three classes: effective consultations, customizing the guest conversation and beyond product knowledge.

“All of the classes are just two or three hours, but they’re packed with information,” Dollins says.

Kitterlin says her Purefessional training has had an added benefit.

“It strengthened the coaching sessions I have with my team and gives me more credibility,” she says. “And as I go out into the field in front of artists from other salons, being a Purefessional positions me as an expert.”

Interested in being a PureFessional? To apply: visit PurePro™  for requirements, application forms, and details. See here, or see here if you live in Florida.

In addition to the PureFessional program, there are many other ways an Aveda partnership can have a positive influence on your salon culture. Consider participating in these innovative classes or events.

Tap Into Your Emotional Intelligence

How is your salon team’s collective emotional intelligence? Learning about your EI as a leader and your team member’s EI will elevate your culture, and give your guests the best possible experience in the chair. And a staff who can discuss their emotional intelligence with each other gives a common language to an important need we all share–being emotionally supported and valued.

In Aveda’s virtual three-part series of EI classes, you’ll learn about your emotional intelligence and be given a simple tool to evaluate it. You’ll also learn how EI impacts business and leadership effectiveness, and be given strategies to improve your EI.

To register: Visit avedapurepro.com

The Ultra-Personalized Consultation

How tuned are you to your guest’s needs? Do you zip through your consultations? Are you lax about recommending the right at-home care? You could be unintentionally hurting your behind-the-chair business.

Increase service and retail sales and improve guest retention at your salon with this consultation class taught by Virginia Meyer. Learn how to assess every guest’s archetype so stylists can prescribe customized service and product recommendations based on the guest’s priorities and preferences.

Meyer says, “The archetype assessment tool gives stylists a super simple way to understand a guest’s top priorities and preferences. It makes customizing recommendations and offering solutions a breeze.”

And better recommendations make for more repeat retail customers—a win for your guests and your business.

To register: Visit avedapurepro.com

Winning with Today’s Consumer

As every seasoned stylist will tell you, the beauty business is all about relationships. So Neill has created an interactive course to explore how you can deepen your relationships with guests to better meet their needs and strengthen their loyalty.

Educator Melody Van Druen shares how global consumer trends are affecting salons, how Aveda’s consumer research gives insight into future salon guests, how to attract the right guests and more in this 90-minute class. At the end of the course, you’ll be encouraged to take your knowledge and turn it into an action plan for your team.

To register: neill.com/educationcentral/

Connect at Serious Business

Neill kicks off every new year with the Serious Business conference in New Orleans in January. This annual event, with personal development and business education tailored to owners and managers, is packed with extraordinary keynote speakers and breakout sessions—with time built in to connect with peers.

The conference combines inspiration, education, and wisdom from some of the world’s most innovative thinkers to bring owners and managers the essential guidance to the development of self, leadership, and best business practices.

One of 2022’s standout speakers was Genein Letford, an author and consultant who coaches companies in intercultural creativity.

“I got a lot out of Genein’s work on intercultural creativity and adaptability,” says K. Charles stylist Jeffery Hernandez. “You really have to adapt to your audience and who is in your chair each time.”

Stay updated on Serious Business tickets and event information here.