Source: Neill Instagram

With the launch of botanical repair™, Aveda gave consumers a strengthening hair system that repairs all three layers of hair, instantly improving the look and feel of damaged strands.

At Davanti Salons in Denton and Forth Worth, Texas, guests took notice of Botanical Repair immediately, making the line a best seller.

“Aveda always addresses top consumer concerns,” says Melody Van Drunen, director of enterprise operations at Davanti Salons. “Having a solution for damaged hair in the Aveda family was super exciting for our stylists and our guests.”

Melody Van Drunen.  Source: Davanti Salon

Serum Addresses Client Concerns

About six months ago, Davanti introduced botanical repair’s newest addition: strengthening overnight serum.

Van Drunen explains, “Guests are loving their lived-in hair color and taking more time between visits—both color and cuts.”

Waiting 8 to 12 weeks to get a haircut means walking around with damaged strands and split ends.

“Using botanical repair™ strengthening overnight serum ensures your hair will look good between appointments,” she adds. “It was the right product at the right time with this current consumer trend.”

Sales Skyrocket

In March, the Davanti team put the spotlight on the botanical repair™ serum and focused on educating guests on its benefits. The results were impressive.

Van Drunen says. “We sold more than $17k in retail in the month of March. In February we were at $9,500. At $52 per bottle, the serum was huge for us. We sold 30 bottles in March alone.”

Davanti’s retail marketing strategy played a big role in its success with botanical repair™.

“Post COVID, we noticed some salons in our market were thinking about diversifying their lines out of Aveda to get their revenue stream back up,” she says. “We decided to do the opposite and go all in with Aveda and ensure the team has bought into the brand.”

Believing in the Brand

Haley Sprabeary, Davanti master level stylist, educator and Aveda ambassador played a big role in educating the team.

Haley Sprabeary. Source: Davanti Salon

“She has so much product knowledge and shares it with the team,” Van Drunen says.

The Davanti team also includes a Neill educator and Van Drunen is an Aveda Purefessional.

“At the core of our leadership team, we decided to tune out the noise and focus on Aveda,” she says.

The Hero Product

Botanical repair™ strengthening overnight serum needs to be on the hair for eight hours—perfect for overnight repair.

“We got a ton of samples of the serum and gave them to our guest care team to give to clients at check in,” Van Drunen says. “When the guest gets to their chair, the stylist takes the lead and shares how to use the product at home, sometimes even applying some so they can see results after just a few minutes.”

Davanti clients often purchase the botanical repair™ serum the day they are introduced to it because it addresses a concern they have with their hair and gives them a solution to the problem.

“We got testimonials from our team, friends and family because it WORKED,” says Van Drunen. “Botanical repair™ serum delivered instant results for guests who have stretched their appointments. It has been one of our single most successful SKUs because people are seeing results.”