Awareness, Education, Maintenance, Sustainability

CURLS™, a leader in the curly hair product industry, knows that it is not enough to simply be organic. Today it is more important than ever to consider the larger picture and take a 360º approach to living greener. CURLS™ is proud to launch the 4 Step Sustainable CURLS Campaign in order to help consumers reduce their carbon footprint without sacrificing style! The objective of the program is to promote “responsible” product usage and in doing so, reduce waste and encourage recycling.

CURLS™ has long promoted its “4 Steps to Frizz Free Curls.” Similarly, this campaign also consists of four steps, with the ultimate goal being a cleaner, greener environment. The 4 Steps are: increasing awareness, educating consumers on how they can make a difference, helping customers to Maintain beautiful curls and a beautiful world and, finally, sharing CURLS™ commitment to the effort of sustainability.

Join in on the movement by clicking on "I want to become a CURLS Environista" when you order or by logging into your CURLS™ account and signing up. All CURLS™ Environistas receive a plantable postcard, embedded with seeds, so you can plant your very own tree in honor of Earth Month.

And save 20% when you order at Curls.biz now through 5/1/2010 by typing by typing in the promotion code "earthcurls"

Step #1: Awareness

Are you Aware? Open Your Eyes…look at the facts.

CURLS partnered with New York Cares – Clean up NYC 2010 - for Earth Day

The average curly has a multitude of barely used products under her sink as a result of her search for the “holy grail” of hair products. Since finding that perfect product is usually a process of trial and error, at the end of the day you have to kiss a lot of frogs before you meet your prince! Not only is it a waste of money, it is a waste of packaging that is damaging to the environment. CURLS™ seeks to raise awareness about how the size of your beauty arsenal is also an indicator of your carbon footprint. With proper curl education, consumers could save time, money, and the environment by finding the right product the first time around.

Step #2: Education

You can’t change what you don’t understand…Knowledge is power.

CURLS partnered with New York Cares – Clean up NYC 2010 - for Earth Day

Through reaching out to three core groups, CURLS™ Customers, CURLS™ Stylists, and CURLS™ Salon Owners, The 4 Step Sustainable CURLS™ Campaign educates these influencers about how small changes can make a big difference for the environment. For example, there are many ways to avoid “product dumping” of used bottles. Regardless of whether they are labeled as recyclable, any time you throw out a bottle, you’re causing detrimental effects on the environment. Technology can also reduce your carbon footprint! Think about how much gas you would save if you bought all your products online rather than driving to the store. CURLS™ also seeks to educate new vendors on their products via technological innovations like Skype rather than flying out representatives to do in-person store demonstrations.

Through other promotional efforts like “plantable postcards” with the 4 Steps mission printed on seed bags, organic t-shirts, and recyclable pens, CURLS™ hopes to spread education in a dynamic and interactive way with all parts of the industry. This is a new initiative for CURLS™ and honesty is key. CURLS™ will also be learning throughout the process and will consistently update the level of their “greenness” on the company website for all to see.

Step #3: Maintain

Now that you know…what will you do?

CURLS™ loves its customers and is counting on them to play a role in this new and exciting venture. By becoming a CURLS™ Environista, customers will be rewarded through passing along the message to their five best curly friends. Now will be encouraged to commit to the three “R’s”: Recycle, Reuse, and Refill.

Step #4: Sustain

You can’t change what you don’t understand…Knowledge is power.

We will partner with Matter of Trust— an organization of stylist that are putting hair scraps to good use. Check it out.

Join in on the movement by clicking on "I want to become a CURLS™ Environista" when you order or by logging into your CURLS™ account and signing up. All CURLS™ Environistas receive a plantable postcard, embedded with seeds, so you can plant your very own tree in honor of Earth Month.