PRAVANA Announces Stylist Transformation & Empowerment Program To Help Stylists During COVID-19

Pravana Step Up Logo

With many salons still figuring out how to reopen and make money amidst the pandemic, PRAVANA decided to S.T.E.P. Up to help out. The brand today announced its Stylist Transform & Empowerment Program (S.T.E.P.), a comprehensive initiative designed to help the salon and stylist community rebuild with rollback pricing on the brand’s best-selling color line, a $1M investment to convert color without commitment and the ultimate salon transformation sweepstakes.

“It has always been our promise to stylists to be a supportive partner and to empower them through everything we do,” says Michelle Chandler, PRAVANA general manager. “We believe that they deserve a brand who stands behind them. To honor our truest commitment to our community, we made the decision to launch this initiative to bring them purposeful value and benefit that will help them rebuild. With S.T.E.P. Up, not only do we want to provide immediate support, but we also want to lay the groundwork for their future success.”

RELATED: PRAVANA Introduces ChromaSilk Blended Neutrals 

Step 1: Lowering the price. PRAVANA has lowered the price of its best-selling color line ChromaSilk to just $4.99 a tube. As salons are rebuilding, these savings help put money back in stylists’ pockets when they need it most. At just $0.80 per mixed ounce, PRAVANA’s ChromaSilk offers long-lasting color with brilliant shine, up to 100 percent gray coverage and a heavy dye load. The rollback pricing applies to ChromaSilk Permanent Creme Hair Color, ChromaSilk VIVIDS Everlasting and ChromaSilk Express Tones.

Step 2: Convert without commitment. PRAVANA is making an investment in stylists’ long-term savings with its all-new color conversion initiative, putting $1M worth of hair color into the hands of the community. Tube-for-tube, stylists can trade out their current unused color brand for PRAVANA with no commitment and no minimum purchase. For stylists trading 36 tubes or more, PRAVANA will provide a free swatch book, a $60 value, and a downloadable ChromaSilk 101 class, a $500 value. By making the switch to PRAVANA, stylists can save thousands of dollars to help them build savings, turn larger profits, invest in new salon updates and more. Check out how much you can save by using the Cost Calculator that compares other leading color brands to the brand’s price point. 

Belvedere Maletti Salon ExampleStep 3: Premium salon upgrade. The Salon Transformation Sweepstakes allows salon owners and independent booth renters who trade in 36 tubes or more to be eligible to win salon transformations valued at $25K and $10K in partnership with Belvedere Maletti, a leading salon design and furnishings company. This sweepstakes opportunity offers salon owners and booth renters a chance to upgrade while creating a comfortable space for stylists and clients in today’s time. The Salon Transformation Sweepstakes begins May 26, 2020. Visit for official rules*. Prizes include:

GRAND PRIZE: Salon Transformation

$25K value for a commissioned salon winner
$10K value for a booth renter winner

2nd PRIZE PRAVANA retail product

$2K value for a commissioned salon winner
$2K value for a booth renter winner

In addition to the S.T.E.P. Up Program, PRAVANA continues to offer free digital education opportunities to support stylists during this time. PRAVANA’s Color Certification offers free, 24/7 access to color courses including VIVIDS, blonding, color theory, interactive games and state-of-the-art techniques plus a personalized certificate. PRAVANA’s YouTube series YOUniversity is a free educational tool where leading brand educators showcase techniques and product knowledge. Stylists can also visit the brand’s social media channels, such as Instagram and Facebook, to engage in relevant livestreams and helpful content that aims to uplift, motivate and empower the community. 

PRAVANA’s S.T.E.P. Up Program begins May 18 and ends August 31, 2020. Experience the savings at PRAVANA distributors including Armstrong McCall, CosmoProf, East Coast Salon Services, Paramount Beauty Supply, SalonCentric, STATE|RDA and Twin States Beauty stores nationwide.

* NO PURCHASE NECESSARY. Void where prohibited and outside US. This is a trade promotion and is not open to the general public. Open to licensed cosmetologists only who are legal residents of the 50 U.S. (and DC) who are 18 yrs+ (19 yrs+ in AL and NE; 21 yrs+ in MS) at entry. Sweepstakes begins 12:01AM PT on 5/26/20 and ends 11:59PM PT on 8/31/20. To enter: (i) convert 36+ tubes of color via participating PRAVANA distributor and (ii) contact the PRAVANA Customer Experience Team and provide the required Entry Information. Prizes: (i) 1 one salon owner and 1 independent booth renter will each receive a salon furniture makeover from Belvedere Salon Furniture (ARV for owner--$25,000; ARV for renter--$10,000); and (ii) 1 one salon owner and 1 independent booth renter will each receive a PRAVANA Retail Care product package (ARV--$2,000 each). Total ARV of prizes: $39,000. Odds of winning depend on number of entries received per entry pool. For complete rules and eligibility requirements, visit Sponsor: PRAVANA®.

More in News