CONNECT AVEDA Workbook

Transcription

CONNECT AVEDA
Workbook
Edition 1 | September 2013
©aveda corp | all rights reserved | aveda education
mission
Our mission at Aveda is to care for the world
we live in, from the products we make to the
ways in which we give back to society. At Aveda,
we strive to set an example for environmental
leadership and responsibility, not just in the
world of beauty, but around the world.
vision
beliefs
Connecting beauty, environment and well-being
1 We believe in treating ourselves, each other and the planet with care and respect.
2 We believe social responsibility is our responsibility. 3 We believe ecological and
profit goals are mutually achievable. 4 We believe our authenticity and experience
are our points of difference. 5 We believe in inspiring and educating people to
integrate wellness and beauty in their lives. 6 We believe in the power of oneness,
from our global image to a focused network. 7 We believe learning never ends. 8 We
believe in encouraging innovation and empowered decision-making. 9 We believe
our actions, products and services should always embody excellence. 10 We believe
personal and organizational balance is the key to sustainable success. 11 We believe
true leadership is delivered with passion and by example.
TABLE OF CONTENTS
MISSION............................................................ 5
RITUALS OF RENEWAL........................................14
SERVICE...........................................................25
FLEX YOUR SERVICE STYLE.................................. 41
HAIR CARE....................................................... 49
HAIR STYLING................................................... 65
SKIN/BODY CARE & AROMA................................. 85
MAKEUP....................................................... 106
MISSION
Mission
LEARNING OBJECTIVES
•Describe Aveda’s mission, history and Points of Difference
• Animate Aveda for guests by sharing the mission, brand positioning statement,
Points of Difference and initiatives and programs that promote environmental
leadership and responsibility
About Aveda
Aveda,™ The Art and Science of Pure Flower and Plant Essences,™ was founded in 1978 with the goal
of providing high-performance, botanically based products that would be better for beauty industry
professionals, their guests and the planet.
Aveda manufactures professional plant-based hair care, skin care, makeup, Pure-Fume™ and lifestyle
products. Headquartered in Blaine, Minnesota, Aveda is available in nearly 8,000 Aveda locations
worldwide.
Mission, Vision and Beliefs
Our Mission
Our mission at Aveda is to care for the world we live in, from the products we make to the ways in
which we give back to society. At Aveda, we strive to set an example for environmental leadership and
responsibility, not just in the world of beauty, but around the world.
Our Vision
Connecting beauty, environment and well being.
Our Beliefs
1. We believe in treating ourselves, each other and the planet with care and respect.
2. We believe social responsibility is our responsibility.
3. We believe ecological and profit goals are mutually achievable.
4. We believe our authenticity and experience are our points of difference.
5. We believe in inspiring and educating people to integrate wellness and beauty in their lives.
6. We believe in the power of oneness, from our global image to a focused network.
7. We believe learning never ends.
8. We believe in encouraging innovation and empowered decision making.
9. We believe our actions, products and services should always embody excellence.
10. We believe personal and organizational balance is the key to sustainable success.
11. We believe true leadership is delivered with passion and by example.
©aveda corp | all rights reserved | aveda education | connect aveda workbook | 9/2013
5
Mission
Aveda
Timeline
A
1978: Horst Rechelbacher launches Aveda, a manufacturer of flower and plantbased beauty products. Aveda is Sanskrit for “all knowledge.”
1989: Aveda is the first company to endorse and sign the CERES Principles
(Coalition for Environmentally Responsible Economies), which encourage
higher standards of corporate environmental performance and disclosure.
1992: Aveda launches its first in-salon Earth Day event, precursor to the current
Earth Month Campaign.
1993: Aveda forms its first indigenous partnership with the Yawanawa tribe in
the Brazilian Rainforest to source urukum, a red dye sometimes used in
Aveda Uruku makeup when a supply is available.
1997: Aveda launches 97% naturally derived permanent hair color,
Enlightening Blonding.
1999: Aveda’s first global Earth Month effort raises $300,000 to protect old
forests from deforestation.
2001: Aveda partners with 30 local farms in South Africa to sustainably source
certified organic rose geranium.
2002: Aveda receives ISO 14001 certification for environmental management in
manufacturing operations. Aveda launches 100% post-consumer recycled
(PCR) plastic packaging as part of the redesigned Brilliant™ franchise.
2003: Aveda introduces a Refillable Lip Color Accessory Case made from 90%
post-consumer recycled (PCR) plastic resins and makeup clamshell
packaging made from 100% PCR newsprint.
2007: Aveda becomes the first beauty company to manufacture with 100%
certified wind power. Aveda raises $2.1 million during Earth Month
in support of clean water rights. The company announces 89% of its
essential oils are certified organic by tonnage.
2008: Aveda forms a partnership with a women’s cooperative network in
Morocco to sustainably source certified organic argan oil and help
women to provide for their families and communities.
2009: Aveda receives Cradle to Cradle certification on seven retail-size products.
2010: More than 90% of Aveda’s essential oil ingredients are certified organic.
2011: Aveda raises more than $4 million during its 2011 Earth Month program.
2012: The Recycle Caps with Aveda program surpasses 100 million caps collected.
6
Mission
Brand Positioning Statement
Aveda is a professional hair and skin care
brand with high-performing, plant-based
products that treat the earth with respect.
Our products are manufactured with 100%
certified wind power.*
*Per a review of WWD Beauty Report International Top 100
Cosmetic Manufacturers’ Corporate Websites in April 2007.
90% of our essential oils and 89% of our raw
herbal ingredients are certified organic.
*By tonnage
We continually seek to use naturally
derived ingredients whenever possible.
Visit aveda.com for more details.
Watch other Aveda sourcing narratives at
Aveda YouTube, including Moroccan Argan
and Brazilian Uruku and Babassu.
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Mission
Points of Difference
Performance
Aveda creates high-performing products using the power of nature and plants that are good for
the earth and all of us.
Professional
Aveda creates products for professional use by stylists, estheticians and massage therapists.
Aveda Ecosystem
Prestige
Aveda creates high-performance products using naturally derived ingredients that are distributed in a
limited number of premier salons and Experience Centers worldwide. Our network includes 8,000 Aveda
salons in 35 countries, including the United Kingdom, Australia, Japan and Spain.
Pure-tanical
Aveda is one of the largest purchasers of organic ingredients in the beauty industry—more than 90% of
our essential oils are certified organic by tonnage.
Planet Friendly
Aveda believes that beauty means caring for the environment. We were the first in the industry to
manufacture using 100% certified wind power in our primary manufacturing facility.* Today, 45% of
all Aveda retail and professional plastic bottles contain 80% post-consumer recycled (PCR) content or
more. To date, we have raised more than $26 million for environmental and social causes through the
Earth Month Campaign.
*Per a review of WWD Beauty Report International Top 100 Cosmetic Manufacturers’ Corporate Websites in April 2007.
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Mission
Aveda SERVICE CYCLE
CO
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NF
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NE
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VID
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PRO
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DIS
ER
Rituals of Renewal
• Aroma Sensory Journey or Chakra Sensory Journey™
• Stress-Relieving Hand Ritual
• Stress-Relieving Neck and Shoulders Ritual (stores) or
Stress-Relieving Scalp and Shoulders Ritual (salons/spas)
• Tea Ritual
9
Mission
Knowledge Check
Answer the following questions without using your notes. After
you’ve answered each question, if there are any remaining that you
couldn’t answer, go back and use your workbook as a reference.
1. Who founded Aveda and when?
2. Complete the Aveda mission statement.
Our _______________ at Aveda is to care for the _______________we live in, from the _______________
we make to the ways in which we give back to_______________. At Aveda, we _______________to
set an example for environmental _______________and_______________, not just in the world
of_______________, but around the_______________.
3. Name one significant milestone in the Aveda timeline.
4. Complete the Aveda brand positioning statement.
Aveda is a _______________ hair and skin care brand with high-_______________,
_______________-based products that treat the_______________ with respect.
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Mission
Knowledge Check
5. What does PCR mean?
6. Our products are manufactured with 100% certified wind power from the purchase of wind
energy credits to offset our use of electricity.
a. True
b. False
7. What are Aveda’s five Points of Difference?
8. What are the three parts of the Aveda ecosystem?
9. What are the four steps of the Aveda Service Cycle?
10. Name two Aveda Rituals of Renewal.
11
Mission
Action Plan
Record one commitment for developing your ability to animate Aveda for
guests as you grow into your role as an advisor. Share with your mentor.
12
Rituals of
Renewal
Rituals of RenewAl
Learning Objectives
•
Describe what Aveda Rituals of Renewal are and why we perform them
•
Effectively offer rituals to guests
•
Effectively perform the Aroma Sensory Journey, Chakra™ Sensory Journey,
Stress-Relieving Hand Ritual and Stress-Relieving Neck and Shoulders Ritual
STRESS
How do you feel when you’re stressed?
How do you relieve stress?
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Rituals of RenewAl
Aveda Rituals of Renewal
Rituals of Renewal are complimentary experiences offered to guests each time they visit
an Aveda EC, salon or spa.
Aroma Sensory Journey
Designed to help guests choose the aroma that best balances them that day.
Stress-Relieving Hand Ritual
Designed to relieve stress and promote heath and balance through a
product application on the hands and focused wellness movements.
Stress-Relieving Neck and Shoulders Ritual (stores) or
Stress-Relieving Scalp and Shoulders Ritual (salons/spas)
Designed to relieve stress and promote health and balance through a
product application on the neck and shoulders or scalp and shoulders
and focused wellness movements.
Tea Ritual
Designed to welcome and connect with guests upon their arrival.
Other Rituals
Signature Hair Styling Rituals
Part of the complete Hair Care Experience, which includes a personalized consultation during which guests
are introduced to the hair care system that meets their needs and receive a finishing hair product application.
Balancing Skin Care Ritual
Part of the complete Skin Care Experience, which includes a personalized consultation during which guests
experience the skin care system that meets their needs.
Offering a Ritual of Renewal
“While you’re here, I’d love to treat
you to an Aveda Ritual of Renewal.”
Share a brief description of
the ritual with the guest
before performing it.
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Rituals of RenewAl
Aroma Sensory Journey
The sense of smell is linked directly to memory, emotion and imagination. Aromas can create new
memories or bring back a moment in time with startling clarity. Everyone has different memories and
preferences when it comes to aroma, so we ask guests to take an Aroma Sensory Journey to discover the
Aveda aroma they like best.
1. Invite the guest to take a seat.
2. Describe the Aroma Sensory Journey process to the guest.
• Tell the guest that you are going to pass a selection of aromas under their nose.
• Tell the guest that when you place your hand on their shoulder, it is a signal that an aroma is present
and that they should inhale deeply.
• Ask the guest to comment on each aroma by saying “yes” or “not today.” Although the guest may
not like a certain aroma that day, they might like it better at another time.
• Tell the guest that the goal is to find an aroma that produces an “Ahh” feeling.
3. Make sure the guest is comfortable.
• Ask the guest to relax and close their eyes if they feel comfortable doing so.
4. Hold the first aroma under the guest’s nose. Wait for their response.
• If the guest says “yes,” make a mental note of the selection, and offer the next aroma.
• If the guest says “not today,” place the aroma back on the counter, and offer the next aroma.
5. After the guest has experienced all of the aromas, narrow
down the choices by performing a second Aroma Sensory
Journey with the aromas they have chosen.
6. Repeat the process until the guest chooses their favorite
aroma for that day.
7. Record the name of the guest’s chosen aroma on the wide
end of an aroma blotter. Apply the aroma to the narrow
end of the aroma blotter, and give it to the guest.
8. Offer to apply the chosen aroma to the guest.
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Rituals of RenewAl
Chakra™ Sensory Journey
There are seven chakras, or energy centers, in the body. The chakras are the links between the mind and
body and relate to our physical, emotional, intellectual and spiritual selves. Aveda offers seven Chakra™
Balancing Body Mists that use the power of essential oils to help connect one to the chakras. The
Chakra™ Sensory Journey helps guests discover which Chakra™ aroma is right for them.
2. Lay out all seven Chakra™ Journey Cards in random order with the symbol
side facing up, or show the guest the Chakra™ Sensory Journey Guide.
3. Ask the guest to choose the three cards or to point to the three card
images on the Chakra™ Sensory Journey Guide that appeal most to them
based on color, symbol or word.
4. Use the three corresponding Chakra™ Balancing Blend Aromas to perform
the Chakra™ Sensory Journey.
• Pass the first Chakra™ aroma under the guest’s nose.
• Ask the guest to smell the aroma and respond “yes” or “not today.”
• Repeat the process with the other two Chakra™ aromas.
5. Repeat the process until the guest chooses their favorite Chakra™
aroma for that day.
6. Offer to spray the chosen Chakra™ Balancing Body Mist on and
around the guest.
• Ask the guest to close their eyes and take three deep breaths.
7. Educate the guest on the product benefits: “This Chakra™ Balancing Body
Mist is formulated to balance the mind and body. It also enhances yoga
and meditation.”
grounded
nourished
intention
harmony
expressive
insight
wisdom
17
Rituals of RenewAl
The Stress-Relieving Hand Ritual features relaxing massage movements covering the hand and fingers and
provides the guest the opportunity to experience the benefits of Hand Relief™ or Stress-Fix™ Body Lotion.
2. Introduce Hand Relief™ or Stress-Fix™ Body Lotion to the guest. Share the product benefits.
Step 5
3. Apply a small amount of the product to the guest’s hand,
and stabilize their elbow for comfort.
• Invite the guest to experience the product aroma.
4. Interlock your fingers with the guest’s fingers.
• Rotate the guest’s wrist three times in one direction and
three times in the other direction.
5. Position the guest’s hand palm up.
Step 6
• Starting at the wrist and moving toward the fingers, massage
using a thumb-over-thumb motion, moving in between each
finger three times.
6. With your thumb, massage the entire palm of the guest’s
hand using large-to-small circular motions.
• Start at the wrist, and move up toward the thumb.
• Continue across the base of the fingers toward the little
finger and down the side of the hand.
• Complete the circular motions at the center of the palm.
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Rituals of RenewAl
7. Position the guest’s hand palm down.
Step 7
• Starting at the wrist and moving toward the fingers,
massage using a thumb-over-thumb motion, moving in
between each finger three times.
8. Starting with the thumb, massage the guest’s fingers
from the base to the tip, using a “pinch, release
and slide” motion.
• Start by massaging the sides of the finger, and then the
top and bottom of the finger.
• As you reach the tip of the finger, activate the pressure
points located on the base, top and sides of the nail.
Press and release these points quickly.
Step 8
• Repeat this sequence on each finger.
9. Activate the pressure point located between the
guest’s thumb and index finger.
• To locate this point, place your thumb parallel to the
guest’s index finger, and turn the hand sideways. Place
your thumb directly on the apex. You should now be
exactly on the pressure point.
Step 8
• Gently massage this point. Activating this pressure point
is known to stimulate the immune system, alleviate
headaches and promote general good health.
10. Position the guest’s hand between your hands for
a moment to indicate closure.
• Invite the guest to once again experience the
product aroma.
1
3
2
3
Step 9
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Rituals of RenewAl
Stress-Relieving Neck and Shoulders Ritual
The Stress-Relieving Neck and Shoulders Ritual is a 3–5-minute ritual that features relaxing massage
movements covering the neck and shoulders and provides the guest the opportunity to experience the
relaxing benefits the Stress-Fix™ aroma. This ritual is offered in Experience Centers, the retail area of
salons/spas and institutes before a chemical hair service.
Note: It is important to maintain physical contact with the guest throughout the entire ritual. Always keep
at least one hand on the guest when transitioning from one movement to the next.
2. Introduce Stress-Fix™ Concentrate to the guest. Share that the product features an aroma that
is clinically proven to relieve feelings of stress and includes essences of lavender, lavandin
and clary sage.
3. Stand behind the guest.
4. Apply a small amount of Stress-Fix™ Concentrate to a cotton ball. Use the cotton ball to apply
the aroma to the back of the guest’s neck.
5. Perform the butterfly movement.
• Place your hands at the base of the guest’s spine with your palms facing up.
• Slowly slide your hands up the center of the back to the shoulders and down the arms.
• Reverse the motion, and slide your hands back up the arms to the shoulders and down the back to
the starting position.
• Perform this and all movements three times.
Step 7
6. Perform the shoulder shrug movement.
• Massage from the guest’s neck to the shoulders using a
kneading motion.
7. Perform the piano movement.
• Using your fingers, massage from the guest’s neck to the
shoulders and back as though you are playing a piano.
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Rituals of RenewAl
Stress-Relieving Neck and Shoulders Ritual
Step 8
8. Move to the side of the guest, and perform
the neck movement.
• Place one hand on the guest’s forehead for support.
• Place your other hand on the back of the guest’s neck.
• Massage the sides of the neck using upward, circular
motions, moving from the bottom up.
Step 10
9. Move behind the guest again, and massage
the temples.
• Draw your hands over the guest’s forehead with your
thumbs facing up.
• Place your middle fingers directly on the temples, and
gently massage.
10. Perform the ear movement.
Step 15
• Gently pinch the outside of the guest’s ears between
your thumb and index finger, moving from the top
to the earlobe.
11. Perform the hair rake movement.
• Using the fingers of both hands, comb through the
guest’s hair, moving from front to back.
Step 15
12. Repeat the shoulder shrug movement.
13. Repeat the piano movement.
14. Repeat the butterfly movement.
15. Close the massage.
• Place one hand on top of the other in the middle of the guest’s back, creating a circle of warmth.
• Applying firm pressure, move your hands together in a large circle.
• Continue the movement, gradually decreasing the pressure and size of the circles and stopping in
the center of the back.
• Place your hands side by side between the shoulder blades. Using a fast, firm, sweeping motion,
flick your hands outward off the shoulders, moving downward toward the lower back.
• Place your hands gently on the guest’s arm to indicate closure.
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Rituals of RenewAl
Knowledge Check
Answer the following questions without using your notes. After you’ve
answered each question, if there are any remaining that you couldn’t
answer, go back and use your workbook as a reference.
1. In your own words, why do we perform Rituals of Renewal?
2. Rituals of Renewal are:
a. Part of Aveda’s Points of Difference
b. Complimentary
c. Offered to every guest
d. All of the above
3. Other than Rituals of Renewal, Aveda offers other rituals, including the ____________ ____________
____________ ____________ and the ____________ ____________ ____________ ____________.
4. What are the names of the rituals you learned today?
5. What language could you use to offer a Ritual of Renewal to a guest?
6. What should you say to guests who decline a Ritual of Renewal?
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Rituals of RenewAl
Knowledge Check
7. What is the first thing you should do when a guest presents you with a birthday
postcard or letter?
8. The Stress-Relieving Hand Ritual is typically performed using Hand Relief™ or Stress-Fix™
Body Lotion.
a. True
b. False
9. When performing the Stress-Relieving Neck and Shoulders Ritual, it is important to maintain
_______________ _______________ with the guest throughout the entire ritual.
10. Each movement in the Stress-Relieving Neck and Shoulders Ritual is performed ________ times.
Action Plan
Record one commitment for developing your ability to offer and perform
Rituals of Renewal with guests as you grow into your role as an advisor.
Share with your mentor.
23
Service
Service
LEARNING OBJECTIVES
•Describe and perform each step of the Aveda Service Cycle
• Describe and perform the service behaviors associated with each step of the
Aveda Service Cycle
• Describe the difference between instant and elite guests
•Provide consistent, exceptional service to every guest
Best service ever
Describe the best service experience you’ve ever had. What specific things made
it so memorable?
What does service mean to you?
25
Service
AVEDA SERVICE CYCLE
Record the steps of the Aveda Service Cycle.
26
____________
____________
___________
____________
Service
CONNECT
Record the connect service cycle behaviors.
1.
2.
3.
4.
5.
AVEDA BRAND OVERVIEW STATEMENT
“Aveda is a professional hair and skin care brand with highperforming, plant-based products that treat the earth with respect.”
OBSERVING CONNECT SERVICE BEHAVIORS
Record your observations as you watch team members perform the connect service behaviors.
1. How did the team member acknowledge the guest?
2. How long did it take the team member to say “Welcome to Aveda”?
27
Service
OBSERVING CONNECT SERVICE BEHAVIORS CONTINUED
3. How did the team member offer Aveda Comforting Tea?
4. Did the team member ask whether the guest was familiar with Aveda?
5. How did the team member share the Aveda brand overview statement with new guests?
Did they say it in their own words?
6. What did you learn from watching the connect service behaviors in action?
7. What you would do differently based on your observations?
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Service
DISCOVER NEEDS
Discovering needs consists of one key behavior—performing an effective consultation. An
effective consultation includes asking the guest a minimum of three open-ended questions.
Transition Tips
• Ask: What brings you to Aveda today? (Asking “What can I help you with today” usually gets a response like
“Nothing, I’m just looking.”
• Make a statement about something the guest is looking at. For example, “I see you’re looking at our (hair
care, skin care, makeup, aroma, etc.) products.” Then ask an open-ended question like “Tell me about your
hair” so you can find out more information about what the guest is looking for.
• If the guest tells you that they just want to browse, a good response is, “We have a lot of great products to
look at. Take your time, and I’ll check back with you in a few minutes to answer any questions.”
OPEN-ENDED VS. CLOSE-ENDED QUESTIONS
Open-ended questions typically begin with phrases like _______________, _______________,
_______________ or _______________. Close-ended questions can be answered with a _______________ or
_______________. These questions help refine the open-ended questions and close the sale.
Record an open-ended alternative for each close-ended question.
Close-Ended Question
Open-Ended Alternative
Are you looking for
anything in particular?
Are you currently using
Aveda shampoos
and conditioners?
Is your skin dry?
Do you wear lip liner?
Do you have time for a
Ritual of Renewal?
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Service
Hair Care Consultation Tool
Record the questions from the Hair Care Consultation Tool.
1.
2.
3.
4.
5.
6.
Elemental Nature Questionnaire
SM
Record the questions from the Elemental Nature Questionnaire.
SM
1.
2.
3.
4.
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Service
INSTANT GUESTS vs. ELITE GUESTS
_____________ guests are guests who have __________ minutes to spend with us. _____________
guests are guests who have __________ minutes to spend with us. The Aveda Service Cycle step that
differs from instant guests and elite guests is _____________ _____________. To determine whether a
guest is an instant or elite guest, you need to perform a _____________ _____________.
PRODUCTS I USE
List all of the products you used on your hair, skin and body this morning to achieve
your desired look. How many products did you use in total?
PRODUCT TOTAL
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Service
PROVIDE SOLUTIONS
Record the provide solutions service cycle behaviors.
1.
2.
3.
4.
5.
SOLUTIONS FORMULA
“BECAUSE,
(challenge or need)
I RECOMMEND
(appropriate system)
WHICH WILL.”
(results)
“Because you said your hair is dry, I recommend
the Dry Remedy™ system, which will instantly add
moisture to your hair.”
“Because you said you’re concerned with fine lines, I
recommend the Green Science™ system, which will visibly
lift the skin and reduce the appearance of fine lines.”
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Service
Record the recommended system and solution formulas for each guest challenge/need.
Guest
Challenge/Need
Recommended System
Solutions Formula
Relieve acne and
reduce breakouts
Prevent hair color
from fading
Soothe and balance
the scalp
Sharing an Aveda Story
List all of the Aveda narratives you can remember, and put an asterisk next
to your favorite.
33
Service
PURESCRIPTION PAD™
The Purescription™ Pad is organized into _______________ _______________, then _______________
_______________ _______________ and _______________. The Purescription™ Pad is used to record
_______________ _______________ for guests. _______________ guest should be given a customized
Purescription™ Pad to take home with them.
CONFIRM
Record the confirm service cycle behaviors.
1.
2.
3.
4.
5.
6.
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Service
Aveda Guest Registry
Use the following tips when inviting new guests to join the Aveda guest registry:
• Introduce the registry when discovering the guest’s needs.
• Ask the guest if they currently receive weekly emails from Aveda.
Share the benefits:
• Guests receive weekly emails from Aveda that tell them about what’s new and invite them to the EC
for free samples and special events.
• Guests receive a birthday gift from Aveda valued at $20.
• Assure the guest that their information will remain confidential and will not be shared with
other companies.
“I’d love to get you added to our guest registry to contact
you about free product samples and keep you in the know
about new product launches. The best part about joining the
guest registry is the free birthday gift you get from Aveda each
year. All I need is your email address. And don’t worry; your
information will be kept private.”
Pure Privilege Program
SM
Use the following tips when explaining the Pure Privilege Program:
SM
• Introduce the program when discovering the guest’s needs.
• Offer the program to returning guests who love Aveda.
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Service
Pure Privilege Program CONTINUED
SM
Share the benefits:
• Guests pay a one-time membership fee of $10 and earn points on all Aveda purchases, which can be
redeemed for more Aveda products and services.
• Guests earn double points on any purchases made the day they enroll in the program.
• Guests receive additional opportunities to participate in double points offers.
• Guests receive exclusive offers from Aveda.
• Guests receive a birthday gift from Aveda valued at $20.
“Are you a Pure Privilege member? It’s a great program in
which you earn points on every Aveda purchase, which you can
then redeem for great gifts, spa treatments and more.”
SM
Observing Confirm Service Behaviors
Record your observations as you watch team members perform the confirm
service behaviors.
1. Did the team member invite the guest to join the Aveda guest registry?
What language did they use?
2. Did the team member explain the Pure PrivilegeSM Program? What language did they use?
3. How did the team member offer a salon referral?
36
Service
Observing CoNFIRM Service Behaviors
4. Did the team member invite the guest to support the mission by not taking a bag?
5. Did the team member walk the purchase around the cash wrap?
6. How did the team member request permission to follow up with the guest?
7. What did you learn from watching the confirm service behaviors in action?
8. What you would do differently based on your observations?
37
Service
Knowledge Check
Complete the Aveda Service Cycle steps and their associated service
behaviors without using your notes. After you’ve included as much
detail about each step as possible, go back and use your workbook to
add any missing information.
38
Service
Action Plan
Record one commitment for developing your ability to provide consistent,
exceptional service to every guest as you grow into your role as an
advisor. Share with your mentor.
39
Flex Your
SERVICE Style
Flex Your SERVICE Style
Learning Objectives
• Demonstrate warm and friendly communication with every guest
• Flex your service style to accommodate every type of guest:
• New to Aveda
• In a hurry
• Browsing
• Direct-request
• Birthday/sample
• Build long-lasting rapport with every guest
Best Friend
Think about when you met you best friend or a time when you met someone you
immediately “clicked” with. What specific things made you connect with this person?
Methods of
Communication
Words: __________%
Tone of voice: __________%
Body language: __________%
41
Guest Types
New to Aveda
• Have never heard of Aveda before or have limited knowledge about the
brand, its mission and products.
• May have been referred by a friend or promotional advertising.
• May be curious shoppers.
Service Do’s
•
•
•
•
Greet them according to the connect service behaviors.
Give them some time to take in the Aveda environment by giving them a little space.
Offer a Ritual of Renewal, and share more about the Aveda mission and products while performing the ritual.
Encourage them to join the Aveda guest registry to start receiving weekly emails from Aveda.
Service Don’ts
• Neglect to ask them if they’re familiar with Aveda.
• Let them leave without learning more about Aveda, its mission and products.
In a Hurry
• Move quickly.
• Tell you they’re in a hurry.
• Often come in, find exactly what they need and head straight to the cash wrap.
Service Do’s
•
•
•
•
•
Greet and offer them Aveda Comforting Tea immediately.
Move and speak more quickly.
Acknowledge that they’re in a hurry, and let them know that you can help them with anything they need.
Offer an instant Ritual of Renewal.
Quickly point out the current product or program focus on your way to the cash wrap.
Service Don’ts
•
•
•
•
42
Talk excessively.
Ask close-ended questions.
Try to get them to slow down.
Offer a Ritual of Renewal that takes several minutes to perform.
Browsing
• Tell you they’re “just looking” when asked what brings them to Aveda.
• Often are new to Aveda and know very little about the brand.
Service Do’s
• Greet them according to the connect service behaviors.
• If they say they’re “just looking,” let them know that you can answer any questions they have, and give
them time to look around.
• Make a positive statement about Aveda: “There are a lot of great things to look at! Please take your time,
and I’ll check back with you in a few minutes.”
Service Don’ts
•
•
•
•
Break the connection completely.
Neglect to offer them a Ritual of Renewal.
Follow them around the store.
Appear “pushy.”
Direct Request
• Come in looking for something specific.
• Often have a shopping list.
• Often are regular Aveda guests.
Service Do’s
• Offer to meet their original need first: “You look like you know exactly what you’re looking for. What
brings you to Aveda today?”
• Make a positive statement about the product they’re requesting: “I see you’re looking to purchase our
Smooth Infusion™ Prep-Style Smoother™ today, which is one of our best-selling products.”
• Ask them to tell you more about their hair (or skin if they’re purchasing a skin care product).
Service Don’ts
•
•
•
•
Make assumptions about what they’re looking for.
Neglect to ask what they like about the product they’re requesting or how well it’s working for them.
Neglect to offer a quick consultation.
Neglect to introduce them to something new.
43
Birthday/Sample
• Come in to present a birthday postcard or email offer to redeem their
birthday gift or receive a free sample.
Service Do’s
• Explain the offer:
• Birthday guests:
“Happy birthday! This email has invited you in for a __________ (birthday gift).
• Sample guests:
“Thanks for coming in today! I’m going to give you a free sample of __________ (product). I’d love to ask you
a few questions about your (hair, skin, etc.) so I can educate you on how to get the best results from this
product.”
• Request permission to follow up with them on how the product is working for them:
“Because this is the first time you’re using this product, I would
love to follow up with you in a couple of weeks/days to see how
it is working for you. When is a good day and time to call you?”
Service Don’ts
• Give the birthday gift or sample without offering a Ritual of Renewal and sharing information about the
newest product launch.
• Give the sample without offering a consultation to make sure the product is right for them.
• Give the sample without educating them on how to use the product.
• Give the sample without requesting to follow up with them.
Guest Follow-Ups
If the guest says yes:
Call within three days of their visit to see how the product is working for them. Follow the process outlined in the
Above & Beyond Program.
If the guest says no:
Write and send a thank-you note within three days of their visit to see how the product is working for them.
Follow the process outlined in the Above & Beyond Program.
44
Demonstration and Practice
Record your observations as your team leader demonstrates how to flex their service
style to accommodate the guest.
Connect
Discover needs
Provide solutions
Confirm
45
Knowledge Check
couldn’t answer, go back and use your workbook as a reference.
1. What are the three ways we communicate?
2. What are some examples of open body language?
3. Guests form an opinion about you within the first __________ seconds of entering the EC.
4. You should perform all of the connect service behaviors, even with guests in a hurry.
a.True
b.False
46
Knowledge Check
5. Name each guest type you learned about during this training. Record a service “do” and
a service “don’t” for each one.
Guest Type
Service Do
Service Don’t
Action Plan
Record one commitment for developing your ability to build long-lasting
rapport with every guest as you grow into your role as an advisor. Share
with your mentor.
47
Hair Care
Hair Care
Learning Objectives
• Educate guests on the hair care domain and its associated products
• Use the appropriate tools and service behaviors to discover guests’ hair care needs
• Use the appropriate tools and service behaviors to provide appropriate solutions for
guests’ hair care needs
• Effectively perform express and elite hair care consultations, including the porosity
and elasticity tests and scalp analysis
• Describe how to perform the complete Hair Care Experience
Hair Care Product Knowledge
and Service Tools
Hair Care Positioning Chart
ShelfTalkers and End Benefit Cards
49
Hair Care
Product Resource Guide
Hair Care Consultation Tool
Purescription™ Pad
50
Hair Care
Hair Care System
A complete hair care system consists of:
1. Shampoo
1
2 3
• Cleanses hair
• Removes products, minerals and build-up
2. Conditioner
• Repairs hair
• Puts things back “into” hair (e.g., moisture, protein, etc.)
3. Treatment
• Provides more intense or targeted treatment
• Often used to treat hair on a weekly basis in place of
daily conditioner
Hair Physiology
Cuticle
Cuticle
Cortex
Cuticle Cortex
Cortex
Cuticle
Medulla Medulla
Cortex
Medulla
Medull
Cuticle
• __________ layer of hair
• Shampoos, conditioners and __________ ____________ generally work only on the cuticle
Cortex
• __________ layer of hair
• __________ _______________ services (e.g., color, perms, thermal straighteners) and _______ __________
tools alter the cortex
• Products that help __________ __________ often work on the cortex
Medulla
• __________-most layer of hair
• Function __________
51
Hair Care
Hair Texture
The diameter of each individual hair strand
Three Categories
1. Fine—soft, silky, thin, sparse, lacks volume, breaks easily, tangles easily, easily weighed down by product
2. Medium—wavy or straight, neither coarse nor fine, frizzy, lacks smoothness, natural volume/body
3. Coarse—wiry, rough, dry, fuzzy, difficult to style
Hair Density
The number of strands present on a head
Three Categories
1. Thin
2. Normal
3. Thick
Curl Pattern
The degree of ____________ or ____________ in the hair
Three Categories
1.
2.
3.
52
Hair Care
Damage
What is it?
What causes it?
What does it do?
How to repair it?
Environmental
Environmental factors
(e.g., wind, sun, water)
Leads to a lack
of moisture
Add moisture back
into the hair
Mechanical
Heat styling tools
(e.g., blow dryers,
irons, rollers)
Leads to a lack of
moisture and
potential breakage
Add moisture and/or
protein back into
the hair
Chemical
Chemical services
(e.g., color, perms,
thermal straighteners)
Breaks down the
hair’s strength,
causing weak spots
Add protein back
into the hair to
re-strengthen it
Scalp Conditions
What is it?
How does it look/feel?
Normal
Healthy
Oily
Slick, oily, shiny
Dry
Itchy, flaky, tight, uncomfortable
Dandruff
Scaly, flaky, irritated
Sensitive
Red, hot, itchy, irritated, uneven
53
Hair Care
elasticity test
Elasticity measures how well the hair stretches and returns to its original length. Hair with great elasticity
stretches about 1/5 (about 20%) and returns to its original length. Hair with healthy elasticity is more resilient
during styling. Sensitized or weak hair stretches easily but doesn’t fully bounce back. Damaged hair typically
lacks elasticity, which can result in breakage during daily styling.
Determine the elasticity of your guest’s hair by performing the following test on dry or wet hair:
Step 1
Using both hands, hold a
strand of hair at the scalp
and at the ends.
Step 2
Gently stretch and release
the hair.
Step 3
Evaluate the results:
• Hair that stretches easily and
returns to its original length has great
elasticity.
• Hair that remains slightly stretched has
good to great elasticity.
• Hair that breaks or remains
stretched out has poor elasticity.
porosity test
Porosity measures the hair’s ability to absorb or hold moisture. Porous hair absorbs products quickly and
processes faster. Non-porous hair is more resistant to product absorption.
Determine the porosity of your guest’s hair by performing the following test on dry hair:
Step 1
Hold a section of hair
between your thumb and
forefinger.
Step 2
Lightly backcomb the hair
strands from ends to scalp.
Step 3
Evaluate the results:
• Hair that feels thick and smooth
and does not backcomb easily
is non-porous or resistant.
• Hair that feels rough and
backcombs easily lacks elasticity
and is porous.
54
Hair Care
Understanding Elasticity and
Porosity Tests
lacks
elasticity
recommend products
to make the hair stronger
(e.g., Damage Remedy™)
is porous
recommend products
to add moisture
(e.g., Dry Remedy™)
lacks elasticity
and is porous
treat the damage first
Scalp Analysis
Step 1
Part the hair at the crown
using an Aveda comb and
section with clips.
Step 2
Rub the scalp gently, and
look for sign of flakiness,
irritation or oil.
Step 3
Repeat steps 1 and 2
behind the ear and at the
nape of the neck.
55
Hair Care
Hair Care Needs and Solutions
Use the hair care product knowledge tools to determine the appropriate
product system solution for the following guest scenarios.
1. Hair is frizzy and lacks smoothness.
2. Hair is curly, frizzy and has an irregular curl pattern.
3. Scalp is itchy, flaky and irritated.
4. Hair is dry, damaged and breaks easily due to multiple color services. 5. Hair is flat, tangles easily and lacks volume.
6. Hair is thinning.
7. Hair color fades quickly and lacks shine.
8. Hair is wiry, dry and lacks shine.
56
Hair Care
9. Hair has natural highlights and chlorine build-up.
10. Hair is dry, brittle and lacks smoothness.
HAIR CARE NEEDS AND
Solutions FormulaS
Use the hair care product knowledge tools to determine the appropriate
product system solution and associated solutions formulas for the following
guest scenarios.
1. Guest has fine, straight, shoulder-length hair and wants volume but doesn’t want to use
products that will weigh their hair down.
2. Guest has coarse, dry, curly hair and wants to enhance their curl and tame frizz.
3. Guest wants to preserve their color-treated hair.
4. Guest has a family of four and wants to share the same shampoo and conditioner.
5. Guest has frizzy hair and uses a blow dryer and flat iron to wear their hair straight and smooth
every day.
57
Hair Care
Provide Solutions
Suggest and educate on a system of three or more products.
Offer an Aveda Ritual of Renewal.
Share a reason we’re different: mission, packaging, sourcing, etc.
Provide a Purescription.™
Introduce what’s new.
Hair Care Experience
The complete Hair Care Experience consists of:
1. Hair care consultation
2. Signature Hair Styling Ritual
3. Stress-Relieving Hand Ritual or Stress-Relieving Neck and Shoulders Ritual
58
Hair Care
Knowledge Check
Answer the following questions without using your notes. After you’ve
answered each question, if there are any remaining that you couldn’t
answer, go back and use your workbook and any of the hair care product
knowledge tools as a reference.
1. What does a complete hair care system consist of?
2. What are the three hair texture categories?
3. How do you determine whether a guest is instant or elite?
4. E lasticity measures how well the hair _____________ ; porosity measures how well the hair
__________________ moisture.
5. What are the three steps of the complete Hair Care Experience?
59
Hair Care
Knowledge Check
CONTINUED
6. Damage Remedy™ Restructuring Shampoo and Restructuring Conditioner add protein to the hair;
Dry Remedy™ Moisturizing Shampoo and Moisturizing Conditioner add moisture to the hair.
a. True
b. False
7. Pure Abundance™ Volumizing Shampoo and Volumizing Clay Conditioner are ideal for guests
with thick hair.
a. True
b. False
8. I nvati™ Solutions for Thinning Hair is clinically proven to reduce hair loss due to breakage by
33% after 12 weeks.
a. True
b. False
9. Color Conserve™ Strengthening Treatment provides UV protection against color fading.
a. True
b. False
10. Smooth Infusion™ Shampoo and Conditioner soften hair and add shine.
a. True
b. False
60
Hair Care
SKILLS ASSESSMENt
Assess your current level of comfort with performing the following hair
care service skills.
Skill
I am comfortable
with this skill
I commit to improving
this skill by
Determine the guest’s hair
care needs by asking the
questions on the Hair Care
Consultation Tool
Explain the function of
shampoos, conditioners
and treatment products in a
complete hair care system
Explain the benefits of each
hair care product
Determine a guest’s hair
texture and density
Perform the elasticity
and porosity tests and
scalp analysis
Determine the hair care
system that will address the
guest’s primary concern
Suggest and educate on a
complete hair care system
using the solutions formula
61
Hair Care
Action Plan
Record one commitment for developing your ability to discover and
provide appropriate solutions for guests’ hair care needs as you grow
into your role as an advisor. Share with your mentor.
62
Hair Care
Product Homeplay
After experiencing each product of your recommended hair care system, record your
responses to the product homeplay questions.
Shampoo
Conditioner
Treatment
What is the full
product name?
How does it
look and feel?
How would
you describe
the aroma?
What did you
like best about
the product?
How would you
describe the
product to a guest?
Other comments?
63
Hair Styling
Hair Styling
LEARNING OBJECTIVES
• Educate guests on the hair styling domain and its associated products
• Use the appropriate tools and service behaviors to discover guests’ hair styling needs
guests’ hair styling needs
• Effectively perform the Signature Hair Styling Rituals and the complete Hair Care Experience
Hair Styling System
A complete hair styling system consists of:
1. Prep
1 2 3
• Protects and prepares hair for styling to build the foundation for
a long-lasting style
• Generally applied to towel-dried hair
2. Style
• Provides varying levels of hold that smooth frizz, create volume,
define curl or create hold
• Applied to damp hair
3. Finish
• Provides varying levels of hold that create texture, add shine or
hold with hair spray
65
Hair Styling
Hair Styling Product DISCOVERY
After experiencing the texture and aroma of each prep, style and finish product,
record the product’s associated benefit.
PREP
PREP
Brilliant™ Damage Control™
Texture
Aroma
Benefit: ______________________________________________________________
PREP
Pure Abundance™ Style-Prep™
Texture
Aroma
Benefit: ______________________________________________________________
PREP
Smooth Infusion™ Style-Prep Smoother™
Texture
Aroma
Benefit: ______________________________________________________________
66
Hair Styling
PREP
Be Curly™ Style-Prep™
Texture
Aroma
Benefit: ______________________________________________________________
STYLE (Smooth Frizz)
STYLE
Brilliant™ Universal Styling Creme
Texture
Aroma
Benefit: ______________________________________________________________
STYLE
Smooth Infusion™ Glossing Straightener
Texture
Aroma
Benefit: ______________________________________________________________
STYLE (Create Volume)
STYLE
Volumizing Tonic™
Texture
Aroma
Benefit: ______________________________________________________________
67
Hair Styling
STYLE
Phomollient™ Styling Foam
Texture
Aroma
Benefit: ______________________________________________________________
STYLE (Define Curl)
STYLE
Be Curly™ Curl Enhancer
Texture
Aroma
Benefit: ______________________________________________________________
STYLE
Be Curly™ Curl Controller
Texture
Aroma
Benefit: ______________________________________________________________
STYLE (Create Hold)
STYLE
Aveda Men Pure-Formance™ Liquid Pomade
Texture
Aroma
Benefit: ______________________________________________________________
68
Hair Styling
STYLE
Confixor™ Liquid Gel
Texture
Aroma
Benefit: ______________________________________________________________
STYLE
Brilliant™ Retexturing Gel
Texture
Aroma
Benefit: ______________________________________________________________
STYLE
Flax Seed Aloe Strong Hold Sculpturing Gel
Texture
Aroma
Benefit: ______________________________________________________________
STYLE
Aveda Men Pure-Formance™ Firm Hold Gel
Texture
Aroma
Benefit: ______________________________________________________________
69
Hair Styling
FINISH (Create Texture)
FINISH
Light Elements™ Texturizing Creme
Texture
Aroma
Benefit: ______________________________________________________________
FINISH
Pure Abundance™ Hair Potion
Texture
Aroma
Benefit: ______________________________________________________________
FINISH
Light Elements™ Defining Whip
Texture
Aroma
Benefit: ______________________________________________________________
FINISH
Aveda Men Pure-Formance™ Grooming Creme
Texture
Aroma
Benefit: ______________________________________________________________
70
Hair Styling
FINISH
Aveda Men Pure-Formance™ Pomade
Texture
Aroma
Benefit: ______________________________________________________________
FINISH
Control Paste™ Finishing Paste
Texture
Aroma
Benefit: ______________________________________________________________
FINISH
Aveda Men Pure-Formance™ Grooming Clay
Texture
Aroma
Benefit: ______________________________________________________________
FINISH
Light Elements™ Shaping Wax
Texture
Aroma
Benefit: ______________________________________________________________
71
Hair Styling
FINISH (Add Shine)
FINISH
Light Elements™ Smoothing Fluid
Texture
Aroma
Benefit: ______________________________________________________________
FINISH
Brilliant™ Spray-On Shine
Texture
Aroma
Benefit: ______________________________________________________________
FINISH
Brilliant™ Emollient Finishing Gloss
Texture
Aroma
Benefit: ______________________________________________________________
FINISH
Brilliant™ Humectant Pomade
Texture
Aroma
Benefit: ______________________________________________________________
72
Hair Styling
FINISH
Brilliant™ Anti-Humectant Pomade
Texture
Aroma
Benefit: ______________________________________________________________
FINISH (Hold with Hair Spray)
FINISH
Witch Hazel Light Hold Hair Spray
Texture
Aroma
Benefit: ______________________________________________________________
FINISH
Brilliant™ Medium Hold Hair Spray
Texture
Aroma
Benefit: ______________________________________________________________
FINISH
Air Control™ Hair Spray
Texture
Aroma
Benefit: ______________________________________________________________
73
Hair Styling
FINISH
Be Curly™ Curl Enhancing Hair Spray
Texture
Aroma
Benefit: ______________________________________________________________
FINISH
Firmata™ Firm Hold Hair Spray
Texture
Aroma
Benefit: ______________________________________________________________
FINISH
Pure Abundance™ Volumizing Hair Spray
Texture
Aroma
Benefit: ______________________________________________________________
FINISH
Control Force™ Firm Hold Hair Spray
Texture
Aroma
Benefit: ______________________________________________________________
74
Hair Styling
Hair Styling Needs and
Solutions FORMULAS
Use the hair styling product knowledge tools to determine the appropriate product
system solution for three of the magazine images you found earlier. Record your
recommendations on a Purescription™ Pad, and use the solutions formula to make
your recommendations to your mentor as though they were each guest.
Magazine Image #1
Desired Styling
Result
Prep Product
Style Product
Finish Product
Style Product
Finish Product
Style Product
Finish Product
Magazine Image #2
Desired Styling
Result
Prep Product
Magazine Image #3
Desired Styling
Result
Prep Product
75
Hair Styling
Signature Hair Styling Rituals
Record the missing information as your mentor explains and demonstrates the five
Signature Hair Styling Rituals.
The Gloss
Who
Tools
Steps
1. Spray 3–4 pumps of the product onto the brush.
2. Take a small section of hair, and focusing primarily on the ends, use the brush to paint the product onto the
hair, working from the ends up.
3. Continue to take sections of hair, and apply the product in the same manner until the desired level of shine
is achieved.
The Lift
Who
Tools
Steps
1. Lift a small section of hair to expose the roots, and pull it toward the opposite side of the head.
2. Spray the preferred hair spray to the roots on the underside of the section, and allow it to set.
3. Release the section, and gently manipulate it with your fingers to achieve the desired effect.
4. Continue to lift sections of hair, and apply the hair spray in the same manner until the desired level of
volume is achieved.
76
Hair Styling
The Puff
Who
Tools
Steps
1. Start with the bottle closed and pointed up.
2. Turn the bottle upside down. Repeat one time.
3. Hold the bottle horizontally with the cap open.
4. Lift a small section of hair to expose the roots.
5. Gently squeeze the bottle so the product “puffs” onto the roots on the underside of the section.
6. Gently massage the product into the scalp using circular motions.
7. Continue to lift sections of hair, and apply the product in the same manner until the desired level of
volume is achieved.
The Tousle
Who
Tools
Steps
1. Emulsify a small amount of the preferred product in your hands.
2. Place your hands on either side of the head. Using your fingers as a comb, slide your hands through the hair,
moving up the sides and bringing them together at the crown.
3. Finger-style the hair to achieve the desired effect.
77
Hair Styling
The Twist
Who
Tools
Steps
1. Take a small section of hair that will benefit from curl enhancement.
2. Twist the section around your finger until the curl wraps around itself.
3. While the section is wrapped around your finger, spray it with hair spray, and allow it to set.
4. Release the section, gently finger-style and finish with more hair spray, spraying 10–12 inches
from the hair.
5. Continue to take sections of hair, and apply the hair spray in the same manner until the desired level
of curl enhancement is achieved.
Offering a Signature Hair
Styling Ritual
“I’d love to show you how this product looks
and feels in your hair.”
“I’m going to show you a fun styling technique
that will help you achieve your desired style.”
78
Hair Styling
Knowledge Check
couldn’t answer, go back and use your workbook and any of the
hair styling product knowledge tools as a reference.
1. Brilliant™ Damage Control™ is a prep product for all hair types that helps protect from thermal
and UV damage and reduce breakage from combing.
a.True
b.False
2.Be Curly™ Style-Prep™ and Pure Abundance™ Style-Prep™ can be used to refresh hair styles on
non-shampoo days.
a.True
b.False
3.Be Curly™ Curl Controller intensifies curls while moisturizing and conditioning.
a.True
b.False
4.Volumizing Tonic™ creates weightless volume and body and is applied all over the hair.
a.True
b.False
5.Brilliant™ Retexturing Gel can be used alone as a medium hold gel.
a.True
b.False
6.Light Elements™ Texturizing Creme provides the least amount of hold, and Light Element™
Shaping Wax provides the most amount of hold.
a.True
b.False
79
Hair Styling
Knowledge Check
CONTINUED
7.Pure Abundance™ Hair Potion can be applied to wet or dry hair and either directly from the bottle
or emulsified in the hands.
a.True
b.False
8.Brilliant™ Anti-Humectant Pomade absorbs moisture to help prevent frizziness.
a.True
b.False
9.Light Elements™ Smoothing Fluid creates body, natural shine and movement with light hold.
a.True
b.False
10. C
ontrol Force™ Firm Hold Hair Spray is an aerosol hair spray that provides 24-hour
humidity defense.
a.True
b.False
80
Hair Styling
SKILLS ASSESSMENT
Assess your current level of comfort with performing the following hair styling
service skills.
Skill
I am comfortable
with this skill
this skill by
Determine the guest’s hair
styling needs by asking the
questions on the Hair Care
Consultation Tool
Explain the function of
prep, style and finish
products in a complete
hair styling system
Explain the benefits of
each hair styling product
Determine the hair styling
system that will address the
guest’s desired result
Suggest and educate on a
complete hair styling system
using the solutions formula
Perform the five Signature
Hair Styling Rituals
Perform the complete
Hair Care Experience
81
Hair Styling
Action Plan
provide appropriate solutions for guests’ hair styling needs as you grow
82
Hair Styling
Product Homeplay
After experiencing each product of your recommended hair styling system,
record your responses to the product homeplay questions.
Prep
Style
Finish
What is the full
product name?
How does it
look and feel?
How would
you describe
the aroma?
What did you
like best about
the product?
How would
you describe
the product
to a guest?
Other
comments?
83
Skin/BODY Care
& Aroma
Skin/BODY Care & Aroma
Learning Objectives
• Educate guests on the skin care, body care and pure-fume™ domains and
their associated products
• Use the appropriate tools and service behaviors to discover guests’ skin/body care and
aroma needs
guests’ skin/body care and aroma needs
• Effectively perform the Balancing Skin Care Ritual and the complete Skin Care Experience
Finding Balance
Where do you strive for balance in your life?
When you are unbalanced, how do you feel physically, mentally and emotionally?
When you are balanced, how do you feel physically, mentally and emotionally?
85
Elemental Nature
SM
Ayurveda, a 5,000 year-old Indian healing tradition, tells us that the spirit of natural
elements (infinity, air, fire, water and earth) are to be found in all living things, including
you. When these elements are balanced, your skin looks healthy, vital and radiant. When
skin concerns surface, it could be a signal that an element needs to be balanced.
Infinity/Air
Fire
Water/Earth
86
SKIN CARE STEPS
Record the skin care steps in the order they should be performed.
1.
2.
3.
4.
5.
6.
87
Skin Care System DISCOVERY
After experiencing the texture and aroma of each skin care system, record the
system’s associated result.
Basic Care
BASIC CARE
Tourmaline Charged
Texture
Aroma
Basic Care
Result: _______________________________________________________________
Botanical Kinetics™
Texture
Aroma
Basic Care
Result: _______________________________________________________________
All-Sensitive™
Texture
Aroma
Result: _______________________________________________________________
88
SPECIALIZED Care
Enbrightenment™
SPECIALIZED Care
Green Science™
SPECIALIZED Care
SPECIALIZED CARE
Texture
Aroma
Result: _______________________________________________________________
Texture
Aroma
Result: _______________________________________________________________
Outer Peace™
Texture
Aroma
Result: _______________________________________________________________
89
SM
Using the Elemental Nature Questionnaire
SM
Reading the Elemental Nature Questionnaire
SM
RECORDING product recommendations on the
SM
90
Skin Care Needs and
Solutions Formulas
Use the skin care product knowledge tools to determine the appropriate product system
solution and associated solutions formulas for the following guest scenarios.
1. Guest is experiencing dry skin and wants a moisturizer that will help relieve the itchy, tight feeling.
Cleanse: Solutions Formula
Exfoliate/Tone:
Treat:
Eyes:
Moisturize:
Masque:
2. Guest has normal to oily skin and wants a cleanser that will remove excess oil and prevent acne.
Exfoliate/Tone:
Treat:
Eyes:
Moisturize:
Masque:
91
Skin Care Needs and
Solutions Formulas
CONTINUED
3. G
uest has been using the Botanical Kinetics™ system for dry skin but is concerned about fine
lines and wrinkles.
Exfoliate/Tone:
Treat:
Eyes:
Moisturize:
Masque:
92
Skin Care Experience
The complete Skin Care Experience consists of:
1. Skin care consultation
1
2
3
2. Balancing Skin Care Ritual
3. Stress-Relieving Hand Ritual using
Hand Relief,™ Stress-Fix™ Body Lotion or
recommended moisturizer
Balancing Skin Care Ritual
93
Body Care Product DISCOVERY
After experiencing the texture and aroma of each body care product, record the
product’s associated benefit.
Caribbean Therapy™
Caribbean Therapy™ Body Creme
Caribbean Therapy™ Body Scrub
Texture
Aroma
Benefit: _______________________________________________________________
Texture
Aroma
Benefit: _______________________________________________________________
Conditioning Body Care
Conditioning Body Care
94
Beautifying Composition™
Texture
Aroma
Benefit: _______________________________________________________________
HAND & FOOT
Hand & Foot
Hand Relief ™
Texture
Aroma
Benefit: _______________________________________________________________
Massage Care
Massage Care
Blue Oil Balancing Concentrate
Texture
Aroma
Benefit: _______________________________________________________________
ROSEMARY MINT
ROSEMARY MINT
Rosemary Mint
Rosemary Mint Hand and Body Wash
Texture
Aroma
Benefit: _______________________________________________________________
Rosemary Mint Body Lotion
Texture
Aroma
Benefit: _______________________________________________________________
95
Spa/Body
Spa/Body
Replenishing Body Moisturizer
Texture
Aroma
Benefit: _______________________________________________________________
Spa/Body
Smoothing Body Polish
Texture
Aroma
Benefit: _______________________________________________________________
Stress-Fix™
Stress-Fix™
Stress-Fix™ Body Lotion
Texture
Aroma
Benefit: _______________________________________________________________
Stress-Fix™
Stress-Fix™ Soaking Salts
Texture
Aroma
Benefit: _______________________________________________________________
96
Body Care Consultation Questions
Record the body care consultation questions.
1.
2.
3.
4.
Body Care Needs and
Solutions Formulas
Use the body care product knowledge tools to determine the appropriate product
system solution and associated solutions formulas for the following guest scenarios
1. G
uest wants a calming bath experience.
Product 1: Solutions Formula
Product 2:
Product 3:
97
Body Care Needs and
Solutions Formulas
CONTINUED
2. G
uest wants a basic, daily body care regimen without much aroma.
Product 2:
Product 3:
3. G
uest wants a rich lotion for body, hands and feet.
Product 2:
Product 3:
AROMA OBSERVATIONS
98
Knowledge Check
skin/body care and aroma product knowledge tools as a reference.
1. Name each Aveda Skin Care system, its associated result and the Elemental NatureSM it is
formulated to balance.
2. What are the six skin care steps?
3. When performing a skin care consultation, pay particular attention to how the guest responds
to the question: “What is the __________ concern with your skin?”
4. What are the three steps of the complete Skin Care Experience?
5.The Green Science™ system includes two treatment products.
a.
True
b.
False
99
Knowledge Check
CONTINUED
6.Tourmaline Charged Radiant Skin Refiner is an exfoliation product that should be used daily.
a. True
b. False
7. Enbrightenment™ Brightening Correcting Lotion is for normal to __________ skin;
Enbrightenment™ Brightening Correcting Creme is for normal to __________ skin.
8.Name all of Aveda’s daily care body moisturizers.
9. The Stress-Fix™ family is clinically proven to __________ feelings of stress.
10. Aveda Singular Notes can be used for which of the following:
a. Body
b. Bath
c. Massage
d. All of the above
100
SKILLS ASSESSMENT
Assess your current level of comfort with performing the following skin/body
care and aroma service skills.
Skill
I am comfortable
with this skill
this skill by
Determine the guest’s skin
care needs by asking the
questions on the Elemental
NatureSM Questionnaire
Explain the function of each
product in a complete skin
care system
Explain the benefits of
each skin/body care and
aroma product
Determine the skin/body
care system that will
address the guest’s
primary concern
Suggest and educate
on a complete skin/body
care system using the
solutions formula
Perform the Balancing
Skin Care Ritual
Perform the complete Skin
Care Experience
101
Action Plan
provide appropriate solutions for guests’ skin/body care and aroma
needs as you grow into your role as an advisor. Share with your mentor.
102
Product HOMEPlay
After experiencing each product of your recommended skin care system, record your
responses to the product homeplay questions.
Cleanse
Exfoliate/Tone
Treat
What is the
full product
name?
How does it
look and feel?
How would
you describe
the aroma?
What do you
like best
about the
product?
How would
you describe
the product to
a guest?
Other
comments?
103
Product HOMEPlay
Eyes
CONTINUED
Moisturize
Masque
What is the
full product
name?
How does it
look and feel?
How would
you describe
the aroma?
What do you
like best
about the
product?
How would
you describe
the product to
a guest?
Other
comments?
104
Makeup
Makeup
Learning Objectives
• Educate guests on the makeup domain and its associated products
and points of difference
• Use the appropriate tools and service behaviors to discover guests’ makeup needs
guests’ makeup needs
• Effectively perform the Makeup Ritual
Color Your World
Where do you see color in the world?
How does color inspire you?
What color best describes you and why?
106
Makeup
Makeup System
A complete makeup system consists of any three products from
any application category.
Complexion
• Inner Light™ Concealer
• Inner Light™ Mineral Tinted Moisture Broad
Spectrum SPF 15
• Inner Light™ Mineral Dual Foundation
• Inner Light™ Mineral Loose Powder
• Inner Light™ Mineral Pressed Powder
• Inner Light™ Foundation Brush
• Flax Sticks™ Professional Makeup Brushes
• Envirometal Compact™
Cheeks
•
•
•
•
•
•
•
Eyes
•
•
•
•
•
•
•
•
•
Petal Essence™ Single Eye Color
Petal Essence™ Eye Color Trio
Petal Essence™ Eye Definer
Mosscara™
Color Options™ Eye Shadow Transformer
Pure Comfort™ Eye Makeup Remover
Flax Sticks™ Professional Makeup Brushes
Envirometal Compact™
Aveda Pencil Sharpener
Inner Light™ Mineral Loose Powder
Inner Light™ Mineral Pressed Powder
Petal Essence™ Face Accents
Uruku Bronzer
Flax Sticks™ Professional Makeup Brushes
Uruku Bronzing Brush
Envirometal Compact™
Lips
•
•
•
•
•
•
•
•
•
•
•
•
•
Lip Saver™
Lip Shine
Nourish-Mint™ Renewing Lip Treatment
Nourish-Mint™ Lip Definer
Nourish-Mint™ Lip Liner
Nourish-Mint™ Sheer Mineral Lip Color
Nourish-Mint™ Smoothing Lip Color
Nourish-Mint™ Rehydrating Lip Glaze
Uruku Color Gloss
Uruku Lip Pigment
Envirometal™ Retractable Lip Brush
Refillable Lip Color Case
Aveda Pencil Sharpener
107
Makeup
Seasonal Aveda Makeup Collections
What is the name of the current seasonal Aveda Makeup collection?
What are the names/colors of its cheek products (if applicable)?
What are the names/colors of its eye products (if applicable)?
What are the names/colors of its lip products (if applicable)?
108
Makeup
Makeup Hygiene
1. Wash hands before and after applying product.
2. Place products and tools on facial tissue.
3. Scrape powder products onto facial tissue, and apply using disposable applicators or clean brushes.
• Inner Light™ Mineral Dual Foundation
• Inner Light™ Mineral Loose Powder
• Inner Light™ Mineral Pressed Powder
• Petal Essence™ Face Accents
• Petal Essence™ Single Eye Color
• Petal Essence™ Eye Color Trio
• Uruku Bronzer
4. Apply creme products using cotton swabs, wooden spatulas and sponges.
• Inner Light™ Concealer
• Inner Light™ Mineral Tinted Moisture Broad Spectrum SPF 15
• All lip products
5. Sharpen pencil products before and after each use.
• Petal Essence™ Eye Definer
• Nourish-Mint™ Lip Definer
• Nourish-Mint™ Lip Liner
6. Apply mascara using disposable mascara wands, and do not double dip the wand into the tube.
• Mosscara™
7. Discard disposable applicators immediately.
109
Makeup
Makeup Consultation Questions
Record the makeup consultation questions.
1.
2.
3.
4.
5.
6.
Determining Skin Tone
Pink undertones and blue eyes indicate cool skin tones. Cool colors
harmonize with cool skin tones.
• Cool colors: greens, blues, plums, violets, pinks, roses
Yellow-orange undertones and brown eyes indicate warm skin tones.
Warm colors harmonize with warm skin tones.
• Warm colors: reds, oranges, yellows, peaches, nudes, spices
110
Makeup
Makeup Ritual
The Makeup Ritual provides guests the opportunity to experience Aveda Makeup and benefit from the
professional expertise Aveda provides in recommending makeup that enhances their skin tone and eye
and hair color. The ritual is a touch-up of the guest’s complexion, cheeks, eyes or lips. All of these elements
combined are considered a complete makeup application.
Applying a complexion product
1. Evaluate the guest’s skin tone to determine if it’s fair, medium or deep.
2. Choose 2–3 shades of the Aveda complexion product that appear
closest to the guest’s natural skin tone.
• Squeeze a small amount of each product onto a wooden spatula.
3. Using a sponge or cotton swab, place a small amount of each shade
on the guest’s cheek or along the jawline. Blend slightly.
• Choose the shade that blends invisibly into the skin.
4. After you and the guest have determined the correct shade, apply the
complexion product to the guest’s face.
5. To set the complexion product and minimize shine, tap a small
amount of loose powder onto a facial tissue.
• Using a sponge or cotton pad, press and roll the loose powder
onto the face.
111
Makeup
Makeup Ritual
CONTINUED
Applying a cheek product
1. Using a wooden spatula, scrape a small amount of the chosen cheek
color onto a facial tissue.
2. Using a sponge or cotton pad, apply the color to the guest’s cheeks.
• Start at the apples of the cheeks, moving in upward, circular motions
toward the hairline.
112
Makeup
Makeup Ritual
Applying an eye product
1. Prepare the guest’s eyes by removing any existing makeup.
2. Choose a highlight color. This is the lightest shade used in the look.
• Using a wooden spatula, scrape a small amount of the eye shadow onto
a facial tissue.
• Using a disposable applicator, apply the highlight color all over the lid,
creating a sheer wash of color.
3. Choose an eye definer. Sharpen the product before and
after each application.
• Apply the eye definer along the entire upper lash line using small, short
strokes. The line does not need to be perfect, as you will smudge it next.
• Using a disposable applicator, gently blend and smudge the eye definer
across the lid.
4. Using a disposable applicator, apply the deepest eye shadow shade
over the eye definer.
5. Using a disposable applicator, apply a small amount of mascara to
the top and bottom lashes.
113
Makeup
Makeup Ritual
CONTINUED
Applying a lip product
1. Sharpen the lip definer before and after each application.
2. Apply the lip definer to the guest’s lips.
• Follow the natural contour of the lips. Start at the outer right corner of
the top lip, and move toward the center.
• Repeat on the outer left corner of the top lip, and connect the lines at
the center.
• Repeat on the outer right and left corners of the bottom lip, again connecting the lines at the center.
• Fill in the entire lip area.
3. Choose a lip color, and apply it to the guest’s lips.
• Scrape a small amount of the lip color onto a wooden spatula.
• Using a disposable applicator, follow the natural contour of the lips, and
apply the lip color to the top and bottom lips. Fill in the entire lip area.
Offering a Makeup Ritual
“While you’re here, I’d love to touch up your makeup. We have
some beautiful colors that would look great on you.”
114
Makeup
Knowledge Check
makeup product knowledge tools as a reference.
1. The Makeup Ritual is a touch-up of a guest’s complexion, cheeks, eyes or lips; it is not a
complete application.
a.True
b.False
2. What language should you use to offer a Makeup Ritual to a guest?
3.Pink undertones and blue eyes indicate __________ skin tones; yellow-orange undertones and
brown eyes indicate __________ skin tones.
4.Warm colors harmonize with cool skin tones; cool colors harmonize with warm skin tones.
a.
True
b.
False
5.Guests that are drawn to cool colors often prefer which colors?
6.Pencil products must be sharpened _______________ and _______________ each application.
115
Makeup
Knowledge Check
CONTINUED
7.What are three makeup hygiene best practices?
8.Makeup systems can include tools, such as Flax Sticks™ Professional Makeup Brushes.
a.
True
b.
False
9.When applying a complexion product, choose _______________ shades that appear closest to
the guest’s natural skin tone.
10. When applying eye shadow, the highlight color is the _______________ shade used in the look.
Action Plan
provide appropriate solutions for guests’ makeup needs as you grow
116
Makeup
Product Play
As you experience each makeup product, record your responses to the product
play questions.
Eyes
Lips
Cheeks
Complexion
What is the
full product
name?
How does it
look and feel?
How would
you describe
the aroma?
What do you
like best
about the
product?
How would
you describe
the product to
a guest?
Other
comments?
117
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© Aveda Corporation. All rights reserved. Minneapolis, MN 55449-7106 USA
800.328.0849 / USA 763.951.6999 / aveda.com

CONNECT AVEDA Workbook

Transcription

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