October has been designated Domestic Violence Awareness Month, and we can’t think of a better time for the beauty industry to band together in the fight for safety, education and CHANGE. By joining forces with Professional Beauty Association’s pivotal Cut It Out campaign and Salonory.com, learn how something you do every day can make a big difference.
Cut It Out
Domestic violence doesn’t play favorites. It’s a daunting epidemic that permeates society without regard to financial status, gender, race, culture, sexual orientation or religion. The PBA's Cut It Out program is dedicated to mobilizing licensed professionals, students and others in the beauty industry to fight rampant domestic abuse in communities across the United States.
Hairdressers – who often have close personal relationships with clientele and are fortunate enough to be in frequent physical proximity – are in the unique position to spot telltale signs of abuse among clients, such as “bruises, self-blame and sudden emotional changes,” explains the PBA. These tight, social-networking bonds create spaces that are a safe haven for sharing; and give hairdressers, who see clients on a regular basis, the opportunity to become attuned to needs and changes that others may miss.
“Salons and spas are often one of the few places victims can safely share that they need help,” says the PBA.
Joico Vice President Digital/Integrated Marketing & Education Valerie Robinett, who serves on the PBA Charities board, agrees and sees this platform as an invaluable opportunity to create much-needed change. “As a longtime member of the beauty community, I’m thrilled to contribute to programs like Cut it Out. This initiative truly empowers licensed hair stylists and students to become advocates for victims of domestic abuse.”
To put hairstylists in the best possible position to help at-risk clients (and even colleagues), Cut It Out provides training to recognize signs and symptoms of domestic abuse; assistance in learning how to respond to victims using discreet and empathetic techniques; and offers vital resources (hotlines, safety cards, posters, mirror clings) to help open the channels of communication.
“Many hairdressers themselves suffer and are in need of these resources,” explains Robinett. “They often don’t know whom to turn to for help…so PBA offers assistance to them as well.”
Here's What You Can Do to Help
We know that keeping backbars stocked and clients supplied with the products they need is always a priority, but your purchases this month will make a difference in more than healthy hair: Throughout the month of October, Salonory.com, Joico's professional partner website, has partnered with PBA’s Cut It Out campaign and Joico's parent company Henkel North America to raise funds for Domestic Violence Awareness.
For every unit sold on Salonory.com, $1 (up to $10,000) will be donated directly to Cut It Out.
“With the support of Joico’s vast network of educators, I believe we can reach countless individuals and make a real difference in communities across the country,” says Robinett.
While October is vitally important in Joico's work towards awareness of domestic violence, the brand strives to share the joi and give back to the community at large year-round. From it's work with Heal the Bay, LGBTQ+ support, LA Food Bank volunteerism and various cancer fundraising platforms, Joico believes in the beauty of care – and not just for hair.