The 4 Step Sustainable CURLS™ Campaign

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. On April 1st 2010 in honor of Earth Month, CURLS™ is proud to launch The 4 Step Sustainable CURLS™ Campaign in order to help consumers reduce their carbon footprint without sacrificing style! On average, curlies have at least 7 partially used bottles of product underneath their vanity/sinks and 9 different brands. This occurs from the “trial and error” process that accompanies curly hair. Nobody needs that much product to make their curls behave! The solution lies in educating yourself on what your individual curls need. The objective of the program is to promote “responsible” product usage and in doing so, reduce waste and encourage recycling. CURLS™ has long promoted their “4 Steps to Frizz Free Curls.” Similarly, this campaign also consists of 4 steps with the ultimate goal being a cleaner, greener environment.

THE FOUR STEPS

1. Making customers and industry leaders Aware of the effect wasteful product usage has on the environment
2. To Educate customers, stylists, and salon owners on what they can do to make a difference
3. Maintain the program through getting customers involved in fun and interactive ways
4. Share the ways in which CURLS™ is working to Sustain the program through making their business greener

Step 1 - Awareness

Are you Aware? Open Your Eyes…look at the facts, decide to make the change.

• Over 30 tons of waste are produced for every one ton of product that reaches the consumer
• 98% of those products that do reach the end consumer are thrown away within 6 months.
• It takes around 450 years for a plastic bottle to degrade.
• You absorb up to 60% of any substance applied to your skin, you could absorb up to 4.4 pounds of manmade chemicals through your body every year- that's not healthy.
• For those curly girls still relaxing their hair...Sodium Hydroxide is the strongest type of principal chemical used in some chemical relaxers because it provides the most long lasting and dramatic effects. However, this same sodium hydroxide is found in drain cleaners, which well demonstrates the strength of this chemical.

Click here to learn about The 4 Step Sustainable CURLS™ Campaign.

Step 2 - Educate

Are you Aware? Open Your Eyes…look at the facts, decide to make the change.

• Over 30 tons of waste are produced for every one ton of product that reaches the consumer
• 98% of those products that do reach the end consumer are thrown away within 6 months.
• It takes around 450 years for a plastic bottle to degrade.
• You absorb up to 60% of any substance applied to your skin, you could absorb up to 4.4 pounds of manmade chemicals through your body every year- that's not healthy.
• For those curly girls still relaxing their hair...Sodium Hydroxide is the strongest type of principal chemical used in some chemical relaxers because it provides the most long lasting and dramatic effects. However, this same sodium hydroxide is found in drain cleaners, which well demonstrates the strength of this chemical.

The 4 Step Sustainable CURLS™ Campaign

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. On April 1st 2010 in honor of Earth Month, CURLS™ is proud to launch The 4 Step Sustainable CURLS™ Campaign in order to help consumers reduce their carbon footprint without sacrificing style! On average, curlies have at least 7 partially used bottles of product underneath their vanity/sinks and 9 different brands. This occurs from the “trial and error” process that accompanies curly hair. Nobody needs that much product to make their curls behave! The solution lies in educating yourself on what your individual curls need. The objective of the program is to promote “responsible” product usage and in doing so, reduce waste and encourage recycling. CURLS™ has long promoted their “4 Steps to Frizz Free Curls.” Similarly, this campaign also consists of 4 steps with the ultimate goal being a cleaner, greener environment.

THE FOUR STEPS

1. Making customers and industry leaders Aware of the effect wasteful product usage has on the environment
2. To Educate customers, stylists, and salon owners on what they can do to make a difference
3. Maintain the program through getting customers involved in fun and interactive ways
4. Share the ways in which CURLS™ is working to Sustain the program through making their business greener

Click here to learn about The 4 Step Sustainable CURLS™ Campaign.

Step 3 - Maintain

Now that you know...what will you do? How customers can get involved!

CURLS™ loves their customers and are counting on them to play a role in this new and exciting venture. By becoming a CURLS™ Environista, customers are showing their commitment to the three “R’s”: Recycle, Reuse, and Refill. For example, instead of purchasing a new bottle of product every time they run out, CURLS™ asks their Environistas to instead buy the larger value sized 32 oz. products to refill the bottles they already have. CURLS™ Environistas will be rewarded for their efforts through becoming members of the CURLS™ VIP Club, receiving little gifts like plantable postcards, T-Shirts, promotions, discounts, and more!

· Become a CURLS Environista one of two ways:

1. When you place your next order at www.curls.biz you will be able to select a box at checkout that says “I want to become and Environista!” or

2. To sign up before your next purchase Go to www.curls.biz and click on Login on the upper right hand corner of the home page.  You will need to sign into your account or create a new account.  Next select Account from the upper right hand corner of the page and Select Modify Profile.  Select the box that says  “I want to become and Environista!”

· Do One Thing…You can make a lasting impact just by changing one thing that you do.  Change brings change.

· Purchase our 32 oz sized products and use them to refill your smaller bottles.  This will reduce the amount of packaging you use!

· Help the CURLS Street team meet their goal of raising $2000.00 to donate to New York Cares.  Click Donate Now! Every dollar donated to New York Cares equals $6 in service to the community. Visit www.newyorkcares.org to learn more. Every bit helps!

· Spread the word-Share this info with 5 of your curly friends.

The 4 Step Sustainable CURLS™ Campaign

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. On April 1st 2010 in honor of Earth Month, CURLS™ is proud to launch The 4 Step Sustainable CURLS™ Campaign in order to help consumers reduce their carbon footprint without sacrificing style! On average, curlies have at least 7 partially used bottles of product underneath their vanity/sinks and 9 different brands. This occurs from the “trial and error” process that accompanies curly hair. Nobody needs that much product to make their curls behave! The solution lies in educating yourself on what your individual curls need. The objective of the program is to promote “responsible” product usage and in doing so, reduce waste and encourage recycling. CURLS™ has long promoted their “4 Steps to Frizz Free Curls.” Similarly, this campaign also consists of 4 steps with the ultimate goal being a cleaner, greener environment.

THE FOUR STEPS

1. Making customers and industry leaders Aware of the effect wasteful product usage has on the environment
2. To Educate customers, stylists, and salon owners on what they can do to make a difference
3. Maintain the program through getting customers involved in fun and interactive ways
4. Share the ways in which CURLS™ is working to Sustain the program through making their business greener