empower 8
Aveda’s SAlon-First Initiatve
Empower 8 is Aveda’s commitment to salon growth, uniting artistry, education, innovation, and marketing to drive Hair in Chairs and long-term success for your business.
The Empower 8 Framework
Empower 8 is a connected system with eight initiatives working together to strengthen your business, elevate your team, and enhance the guest experience.
Explore each initiative below—or download the full Empower 8 framework to share with your team.
#1 Hair in Chairs Campaign
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A new direct-to-consumer campaign driving guests into Aveda salons, paired with the reintroduction of Horst’s iconic salon service wheel.
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More awareness → more guests → fuller books.
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Soul of Aveda meets modern luxury service.
#2 Expanded Salon Resources
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Increased presence of Educators and SDPs in the field, plus opportunities like the Blue Sky Panel.
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Personalized education that grows skills and income.
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More support. More access. A voice in what’s next.
#3 Enhanced Support Programs
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Backbar overhaul, revamped A+ Rewards, and expanded A-Commerce.
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When teams use the products, they fall in love—and recommend with confidence.
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Backbar is your playground. Rewards that actually feel rewarding.
#4 Aveda Business College
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New leadership, stronger curriculum, and clearer career pathways.
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Real career development—not just classes.
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Aveda invests in you and your team’s future.
#5 Whole of Aveda Innovation strategy
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Multi-category launches across hair, skin, and aroma—focused on performance, pleasure, and modernized packaging.
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Tools that excite teams and wow guests.
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New tools = more creative freedom.
#6 Redefined Salon Benefits
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Enhanced benefits and deeper partnership for Lifestyle and Concept salons.
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Stronger relationships build stronger businesses.
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Be part of something bigger—and more successful.
#7 Elevated Visual Storytelling
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High-end, modern visuals designed to inspire professionals and attract prestige guests.
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Visuals shape perception—and bookings.
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Instagram-worthy imagery that reflects your artistry.
#8 New Salon Retail Design
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A new flagship retail design with elevated aesthetics and improved guest flow.
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Retail becomes intuitive, not intimidating.
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A luxe space that supports effortless recommendations.
Hair in Chairs Campaign
Hair in Chairs is Aveda’s commitment to fueling your success behind the chair, by investing in national consumer campaigns that drive new guests directly into Aveda salons.
This movement isn’t just about marketing.
It’s about momentum.
When guests discover Aveda through these campaigns, they arrive inspired by the artistry, care, and experience only your team can deliver. When your chairs are full, creativity thrives—and so does your business
The Salon Service Promise
The Aveda Service Wheel is more than a guide—it’s your blueprint for delivering a luxury experience with every guest, every time. By committing to its principles, your team elevates a service from routine to remarkable, deepening guest loyalty, driving both service and retail sales, and setting your salon apart in a crowded market.
Aveda Immersion: Dare to Achieve
This is your day to reconnect with your purpose, your passion, and the impact you make every single day. A moment to pause the pace, refocus your energy, and step into what's possible. Throughout the experience, you'll feel celebrated for your talent, supported by your community, and uplifted by new clarity and inspiration. You'll rediscover your confidence, reconnect with your value, and leave energized, connected, and ready to take action.
REGISTER YOUR TEAM!
The aveda learning wall
The Aveda Learning Wall is essential for your retail space because it turns education into action.
By providing a clear, visual guide to Aveda’s products and rituals, it helps teams deliver consistent, confident recommendations that elevate the guest experience.
