EMPOWER 8

Aveda’s Salon-First Initiative

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.

Download the Empower 8 wheel graphic

The heart of Aveda, delivered through modern luxury

Why it matters to you (& your team):

THE 8 INITIATIVES

01. Hair in Chairs Campaign

A new direct-to-consumer campaign driving guests into Aveda salons, paired with the reintroduction of Horst’s iconic 7-point service wheel.
More awareness → more guests → fuller books.
Soul of Aveda meets modern luxury service.

02. Expanded Salon Resources

Increased presence of Educators and SDPs in the field, plus opportunities like the Blue Sky Panel.
Personalized education that grows skills and income.
More support. More access. A voice in what’s next.

03. Enhanced Support Programs

Backbar overhaul, revamped A+ Rewards, and expanded A-Commerce.
When teams use the products, they fall in love—and recommend with confidence.
Backbar is your playground. Rewards that actually feel rewarding.

04. Aveda Business College

New leadership, stronger curriculum, and clearer career pathways.
Real career development—not just classes.
Aveda invests in you and your team’s future.

05. Whole of Aveda Innovation Strategy

Multi-category launches across hair, skin, and aroma—focused on performance, pleasure, and modernized packaging.
Tools that excite teams and wow guests.
New tools = more creative freedom.

06. Redefined Salon Benefits

Enhanced benefits and deeper partnership for Lifestyle and Concept salons.
Stronger relationships build stronger businesses.
Be part of something bigger—and more successful.

07. Elevated Visual Storytelling

High-end, modern visuals designed to inspire professionals and attract prestige guests.
Visuals shape perception—and bookings.
Instagram-worthy imagery that reflects your artistry.

08. New Salon Retail Design

A new flagship retail design with elevated aesthetics and improved guest flow.
Retail becomes intuitive, not intimidating.
A luxe space that supports effortless recommendations.

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.

Hair in Chairs Campaign

* Cubeiq reports visits attribute media spend across Meta to foot traffic at targeted salons. Based on geo targeting people that saw the ad/engaged and went in a geo radius the lists Aveda gave Meta.

Grow With Aveda: Learning Wall

KEY BENEFITS

• Boosts retail performance by making product storytelling simple and engaging.

• Strengthens guest loyalty through personalized consultations and professional guidance.

• Empowers teams with ongoing education and confidence, creating a culture of expertise and service excellence.

The NEW 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.

The Learning Wall is not just a display—it’s a strategic tool that drives growth, team engagement, and guests. We are excited to partner with you to deliver the best retail experience for your guests. Partner with your SDP to get started today!

Let's Connect

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.