“Mo’s” celebrated with a party to shave their mustaches and
donate the funds they have raised.
Nicholson’s philosophy at Natural Body is not to solicit
clients for donations. He explains, “Clients come to us to get
away and we always want to respect that. We utilize social
media to get the word out on what we are participating in.”
Worldwide Initiatives
Just as Nicholson and Natural Body Spa have proven, you can
make an impact outside of your hometown. Giving back doesn’t
always have to be local, many spas and product companies
partner with global organizations to provide funding for research
or help create awareness.
Wahanda is an online listing source based in London that
provides recommendations for spas, salons and health centers
across the globe. In their efforts to reach a global market, they
decided to support charity:water, a nonprofit organization that
funds water projects in order to create sustainable sources of
clean water across the world.
Director of Marketing Isabelle V. Plante explains the
company’s decision to support a clean water initiative. “We
know working in the spa industry that water is the very basis of
well-being and the foundation for a healthy body. Clean water is
a necessity for good health, good skin and life itself, so we
wanted to support charity:water.”
To get their Web site visitors involved, they decided to
donate £1 (roughly $1.56) per review. Plante says, “We like to
make good use of our community as we already have thousands
of users to post reviews of the places they visit, simply to share
the experience with others and recommend their top places. It’s
a nice simple message and, given the amount of reviews we get
each day, it raises a substantial amount.”
Aveda, the botanically based product company headquartered in Blaine, Minnesota, is also proactively giving back during
the holiday season through its Aveda Holiday 2011 collection,
which features eight limited-edition gift sets that help support
the indigenous communities of northwestern Nepal.
The collection honors the 900-year-old craft of Nepali papermaking by incorporating lokta paper in the brand’s packaging.
Aveda’s use of lokta paper helps support local charity,
Himalayan Bio Trade which aids local industry, keeps families
together and reverses local deforestation.
Aveda first partnered with the Nepali communities in 2002.
Since then, the company has helped in creating jobs for more
than 3,800 papermakers and providing income that helps
support almost 1,000 families.
“When you give an Aveda holiday gift wrapped with Nepali
lokta paper, you become part of a centuries-old indigenous craft.
36 PULSE
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December 2011
Tallgrass Aveda supports environment-focused causes.
We believe in the importance of breaking the cycle of poverty
for the next generation,” says Dominique Conseil, president of
Aveda. “This example of successful micro-enterprise reflects the
Aveda mission of caring for the community and the planet.”
Giving back to the Industry
Associated Bodywork and Massage Professionals (ABMP) is
another generous giver. They give back in a different way by
supporting the spa industry. ABMP donates funds to the
Massage Therapy Foundation to help provide research grants
underscoring the efficacy of massage, as well as community
service projects that bring healing touch to underserved populations.
When making the decision to lend support, ABMP Vice
President of Communication Leslie A. Young, Ph.D. advises,
“Follow your heart—and your intellect. It’s quite possible that
there’s a charity out there that complements your professional
mission and your personal passion.”
Plante offers this advice to those exploring a charitable partnership: “Think about who your own audience would like to
support, and find a way to get them involved. However you do
it, do it! In our industry, it’s essential to practice what we preach
when it comes to well-being, and helping those in need is the
best way to start.”
Natural Body Spa owner Nicholson says it best. “The way
I see it, if a spa isn’t embracing goodwill causes, they aren’t
doing their job.” ■
Some ISPA members embrace advocacy and even
make it an integral part of their core business. Visit
digital Pulse at experienceispa.com to know more of
these members and the causes they support.