connect aveda: hair care · the connect aveda: hair care program is designed to teach the learner...

Connect Aveda: Hair Care

Educator Guide

Connect Aveda: Hair Care

Acknowledgements

Development of this program …

Trademarks & Copyright Acknowledgements

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Intellectual property of Aveda Corporation.

This educator guide was created with:

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Educator Guide Table of Contents

© 2012 Page i Rev. Date 4/26/2012

Table of Contents

INTRODUCTORY MATERIAL

Getting Started ii

About This Guide ii

The Program In Perspective vi

Program Preparation vii

Training At A Glance viii

MODULES

Hair Care 1

Welcome and Introduction 2

Hair Care Product Knowledge and Service Tools 5

Understanding Hair 12

Discover Needs 26

Provide Solutions 39

Take Action 50

Getting Started Educator Guide

Page ii Connect Aveda: Hair Care

Getting Started

About This Guide

What’s the purpose of this guide?

This educator guide provides a master reference document to help you prepare for and deliver the Connect Aveda: Hair Care program.

What will I find in the guide?

This educator guide is a comprehensive package that contains

the workshop delivery sequence

checklists of necessary materials and equipment

presentation scripts and key points to cover, and

instructions for managing exercises, case studies, and other instructional activities.

Educator Guide Getting Started

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About This Guide

How is this guide organized?

This section, “Getting Started,” contains all of the preparation information for the Connect Aveda: Hair Care program, such as learning objectives, pre-work, required materials, and room set-up.

Following this section is the “Training At A Glance” table. This table can serve as your overview reference, showing the module names, timings, and process descriptions for the entire program.

Finally, the program itself is divided into modules, each of which is comprised of one or more lessons. A module is a self-contained portion of the program, usually lasting anywhere from 20 to 90 minutes, while a lesson is a shorter (typically 5-20 minute) topic area. Each module begins with a one-page summary showing the Purpose, Time, Process, and Materials for the module. Use these summary pages to get an overview of the module that follows.


Page iv Connect Aveda: Hair Care

About This Guide, continued

How is the text laid out in this guide?

Every action in the program is described in this guide by a text block like this one, with a margin icon, a title line, and the actual text. The icons are designed to help catch your eye and draw quick attention to “what to do and how to do it.” For example, the icon to the left indicates that you, the instructor, say something next. The title line gives a brief description of what to do, and is followed by the actual script, instruction set, key points, etc. that are needed to complete the action.

A complete list of the margin icons used in this guide is provided on the following page.

IMPORTANT NOTE

You may also occasionally find important notes such as this one in the text of this guide. These shaded boxes provide particularly important information in an attention-getting format.


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About This Guide, continued

Graphic Cues

Module Blocks

Goal Time Overview Materials Break

Lesson Blocks

Quiz Flipchart Activity Handouts Important Note Key Points Slide

Ask Say Time Q&A Transition Video Workbook

4MAT Wheel Connect Attend Image Inform Practice Extend

Refine Perform


Page vi Connect Aveda: Hair Care

The Program In Perspective

Why a Connect Aveda: Hair Care program?

The Connect Aveda: Hair Care program is designed to teach the learner how to use the tools and service behaviors associated with discovering and providing solutions for guests’ hair care needs.

Learning Objectives

After completing this module of the Connect Aveda training program, the learner will be able to:

Educate guests on the hair care domain and its associated products

Use the appropriate tools and service behaviors to discover guests’ hair care needs

Use the appropriate tools and service behaviors to provide appropriate solutions for guests’ hair care needs

Effectively perform instant and elite hair care consultations, including the porosity and elasticity tests and scalp analysis

Describe how to perform the complete Hair Care Experience

Program Timing

2 hours

Number of Participants

1


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Program Preparation

Participant Pre-Work

The learner must complete the following prerequisites:

Connect Aveda: Flex Your Service Style

Required Materials

Connect Aveda: Hair Care Educator Guide

Connect Aveda Participant Workbook

Hair Care Positioning Chart

Sample Hair Care Shelftalker and End Benefit Card

Product Resource Guide

Hair Care Consultation Tool

Purescription™ Pad

Quarter (or other type of coin)

Room Set-Up

None

Instructor Preparation

Read through this educator guide, and make sure you are comfortable with all the information and activities.

Training At A Glance Educator Guide

Page viii Connect Aveda: Hair Care

Training At A Glance

Time Module Description

2 hours Hair Care

Welcome the learner to the training, review the learning objectives; perform the coin guessing activity; review hair care product knowledge and service tools and hair physiology; demonstrate the service behaviors associated with performing instant and elite hair care consultations and making product system recommendations and give the learner the opportunity to practice; help the learner complete the scavenger hunt, knowledge check, skills assessment and action plan.

Educator Guide Hair Care

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Hair Care

Goal

The purpose and goal of this module is to teach the learner how to use the tools and service behaviors associated with discovering and providing solutions for guests’ hair care needs.

Time

2 hours

Overview

Welcome the learner to the training, review the learning objectives; perform the coin guessing activity; review hair care product knowledge and service tools and hair physiology; demonstrate the service behaviors associated with performing instant and elite hair care consultations and making product system recommendations and give the learner the opportunity to practice; help the learner complete the scavenger hunt, knowledge check, skills assessment and action plan.

Materials Needed

See the Required Materials list at the beginning of this guide.

Hair Care Educator Guide

Page 2 Connect Aveda: Hair Care

Welcome and Introduction

KEY POINTS

The purpose of this lesson is to help the learner connect with the idea that asking open-ended questions is an effective way to collect information quickly.

Slide 1

SAY

Welcome to the Connect Aveda: Hair Care training module. For the next two hours, you’re going to learn how to use different tools and perform service behaviors to discover and provide solutions for guests’ hair care needs.

Slide 2


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Page 49

Direct learners to the Connect Aveda Participant Workbook.

Learning Objectives

SAY

Our learning objectives for today are:

Educate guests on the hair care domain and its associated products

Use the appropriate tools and service behaviors to discover guests’ hair care needs

Use the appropriate tools and service behaviors to provide appropriate solutions for guests’ hair care needs

Effectively perform instant and elite hair care consultations, including the porosity and elasticity tests and scalp analysis

Describe how to perform the complete Hair Care Experience

ACTIVITY: COIN GUESSING

Give the learner a quarter or other type of coin.

Tell the learner that you are going to try to determine the year on the coin by asking a series of questions.

Ask six or seven close-ended questions:

– Is it 1971?

– Is it 2003?

Continue in this manner, asking six or seven close-ended questions.

Pause the activity and ask the learner the following questions:




– What are you noticing about the questions I’m asking?

– How effective are they at determining the date on the coin?

– How many questions have I asked so far?

Resume the activity by asking one open-ended question:

– What is the year on the coin?

Debrief the activity by asking the following questions:

– How was this question different from the others I asked?

– Did asking this question give me more information in a shorter amount of time?

SAY

Earlier in the Connect Aveda training, you learned about open-ended questions. Open-ended questions give us the maximum amount of information in the shortest amount of time.

Today’s training is all about using the tools available to discover and provide appropriate solutions for guests’ hair care needs. Open-ended questions are just one of those tools, but they may be the most powerful tool you can have. They’re a significant aspect of performing an effective consultation. You’ll learn how to perform consultations for instant and elite guests later.

Let’s review the other tools now.


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Hair Care Product Knowledge and Service Tools

KEY POINTS

The purpose of this lesson is to review the tools the learner can use to improve their hair care product and service knowledge.

Slide 3

SAY

One of the most important tools you can have is knowledge. It’s important for you to know which Aveda hair care system addresses which need. Let’s look at the tools that can help you discover the right hair care system.

Give the learner copies of the Hair Care Positioning Chart, Shelftalkers, End Benefit Cards, Product Resource Guide, Hair Care Consultation Tool and Purescription™ Pad.

Pages 49–50


Review the hair care product knowledge and service tools with the learner. Encourage them to take notes in their workbook:

Hair Care Positioning Chart

– Provides basic information about each hair care




product

– Organized into basic, specialized and treatment systems and daily leave-in and weekly leave-in treatments

– Organized into specific product families and their associated results

– Provides individual product benefits

Shelftalkers and End Benefit Cards

– Located on the sales floor under each product

– Act as visual guides to help you make product recommendations to guests on the sales floor

– Shelftalkers provide the product name, price and some benefits

– End Benefit Cards describe the need the product family addresses

Product Resource Guide

– Provides detailed product information by domain, including positioning statement, technology, functional botanicals, sourcing story, pure-fume™ aroma, texture/form, packaging, usage and application and Q&A

Hair Care Consultation Tool

– Designed to help guide you and the guest through the consultation

– Helps you collect detailed information about the guest’s hair care needs

– Includes a series of questions to ask the guest and space to record their responses

Purescription™ Pad

– Organized the same way as the Hair Care Positioning


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Chart

– Helps you record product recommendations for guests to take home

Slide 4

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Hair Care System

SAY

Together, daily care and treatment products are a complete hair care system.

Daily care

– Refers to shampoos and conditioners that the guest will use most often to wash and condition their hair

Shampoo

• Cleanses hair

• Removes products, minerals and build-up

Conditioner




• Repairs hair

• Puts things back “into” hair (e.g., moisture, protein, etc.)

– Doesn’t mean that the guest washes their hair every day; it means that when they do, they’re using one of each of these products

Treatment

– Provide more intense or targeted treatment

– Often used to treat hair on a weekly basis in place of daily conditioner, but can be used daily depending on the product

– May be chosen from a different product family depending on the guest’s primary or secondary concern

Therefore, a complete hair care system consists of:

1. Shampoo

2. Conditioner

3. Treatment

Slide 5


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ASK

Take a look at the Hair Care Positioning Chart.

What shampoo and conditioner would you recommend to a guest who wanted more volume?

(Listen for: Pure Abundance™ Volumizing Shampoo and Clay Conditioner.)

What shampoo and conditioner would you recommend to a guest who wanted repair damage?

(Listen for: Damage Remedy™ Restructuring Shampoo and Restructuring Conditioner.)

SAY

Correct. Both Pure Abundance™ and Damage Remedy™ are daily care product families; however, they’re listed in separate categories on the Hair Care Product Positioning Chart. Pure Abundance™ is a specialized system, and Damage Remedy™ is a treatment system.

ASK

What treatment product would you recommend to a guest who wants to protect their color and strengthen their color-treated hair?

(Listen for: Color Conserve™ Strengthening Treatment.)

What treatment product would you recommend to a guest who has curly hair and is concerned about dry hair?

(Listen for: Dry Remedy™ Daily Moisturizing Oil and/or Dry Remedy™ Moisturizing Masque.)




Slide 6

SAY

That second question is somewhat tricky. The curly-haired guest probably uses Be Curly™ Shampoo and Conditioner. Because there is no Be Curly™ treatment product and the guest is also concerned with dry hair, you would recommend the Dry Remedy™ daily leave-in and/or weekly treatment products. Guests can use a treatment product from a different product family than their daily care product family. Treatment products are versatile and can be added to any daily care system.

ASK

What does a complete hair care system consist of:

(Listen for: Shampoo, conditioner, treatment.)

What does shampoo do?

(Listen for: Cleanses hair; removes products, minerals and build-up.)

What does conditioner do?

(Listen for: Repairs hair, puts things back “into” hair, including moisture, protein, etc.)


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What does a treatment product do?

(Listen for: Provides more intense or targeted treatment; Used to treat hair on a weekly basis in place of daily conditioner but can be used daily depending on the product.)

Can guests use treatment products from different product families?

(Listen for: Yes, treatment products can be chosen from different product families depending on the guest’s primary or secondary concern.)

SAY

You’ll learn more about how to use the other hair care product knowledge tools later in the Connect Aveda training. For now, remember that the Hair Care Positioning Chart is a valuable source of information when it comes to determining the appropriate hair care system for a guest.



Understanding Hair

KEY POINTS

The purpose of this lesson is to review hair physiology, texture, density and curl pattern; types of damage; and scalp conditions and how they affect hair care system recommendations.

Slide 7

SAY

Before you can provide solutions to guests, you need to understand and identify hair texture, hair density, damage and scalp conditions. These things will reveal themselves during the consultation, which you will learn how to perform later.


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Understanding Hair

Slide 8

SAY

Everyone has a unique hair structure. Hair is a slender, threadlike outgrowth that grows from a follicle in the skin. It’s composed primarily of keratin and has three main layers.

Page 51


Review hair physiology with the learner. Instruct them to fill in the blanks in their workbook:

Cuticle

– Outer layer of hair

– Shampoos, conditioners and styling products generally work only on the cuticle

Cortex

– Inside layer of hair

– Chemical processing services (e.g., color, perms, thermal straighteners) and heat styling tools alter the cortex

– Products that help repair damage often work on the



Understanding Hair

cortex

Medulla

– Inner-most layer of hair

– Function unknown

Slide 9

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Hair Texture


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Understanding Hair

SAY

Texture refers to the diameter of each individual hair strand. It is classified into three categories:

Fine

Soft, silky, thin, sparse, lacks volume, tangles easily, easily weighed down by product

Medium

Wavy or straight, neither coarse nor fine, frizzy, lacks smoothness, natural volume/body

Coarse

Wiry, rough, dry, fuzzy, difficult to style

Hair texture can be determined by feeling the thickness of an individual strand of hair with your fingers and listening to guests describe their hair.

ASK

What is “texture?”

(Listen for: The diameter of each individual hair strand.)

What are the three hair texture categories?

(Listen for: Fine, medium, coarse.)

What are some key words/phrases a guest might say that indicate they have fine-textured hair?

(Listen for: Soft, silky, thin, sparse, lacks volume, breaks easily, tangles easily, easily weighed down by product.)

What are some key words/phrases a guest might say that indicate they have medium-textured hair?

(Listen for: Wavy or straight, neither coarse nor fine, frizzy, lacks smoothness, natural volume/body.)



Understanding Hair

What are some key words/phrases a guest might say that indicate they have coarse-textured hair?

(Listen for: Wiry, rough, dry, fuzzy, difficult to style.)

SAY

Well done! Knowledge of hair texture helps us determine how much moisture the hair needs and as well as how much hold it needs from styling products.

Fine hair typically needs products with less hold and moisture; coarse hair typically needs products with more hold and moisture.

ACTIVITY: HAIR TEXTURE PRACTICE

Invite team members with different hair textures to join you and the learner.

Instruct the learner to compare each team member’s hair with the key words/phrases for each type of hair texture in their workbook and to determine the team members’ hair texture.

Ask the following questions during the practice:

– What hair texture do you think they have?

– How does it look?

– How does it feel?


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Understanding Hair

Slide 10

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Hair Density

SAY

Hair density refers to the number of hairs that are present on a head, or more specifically, the number of individual strands per square inch. It is classified into three categories:

Thin

Normal

Thick

Hair density can be determined by looking at the top of the head and evaluating the number and closeness of the hair follicles and listening to guests describe their hair. Guests may describe their hair as thin or thick, meaning they have less or more hair than someone with normal density.

ASK

What is “density?”

(Listen for: The number of strands present on a head;



Understanding Hair

specifically, the number of strands per square inch.)

What are the three hair density categories?

(Listen for: Thin, normal, thick.)

SAY

Well done again! Knowledge of hair density helps us determine which products will work best for the guest’s hair type.

Thin, less dense hair often requires products that won’t weigh it down or add excess moisture, like the Pure Abundance™ system and Light Elements™ styling products. Thick, dense hair often requires products that provide moisture and softness, like the Dry Remedy™ and Brilliant™ hair care systems.

Page 52


Review curl pattern with the learner. Instruct them to fill in the blanks in their workbook.

Curl Pattern

– The degree of wave or curl in the hair.

Three Categories

– Straight

– Wavy

– Curly

SAY

Knowledge of curl pattern helps us determine which products will work best for the guest depending on whether they want to wear their hair straight or wavy/curly.

Remember, you’ll have to find out how the guest wants their hair to look when it’s styled. For example, if the guest has


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Understanding Hair

curly hair, but straightens it every day, you wouldn’t recommend the Be Curly™ hair care system; you’d recommend Smooth Infusion.™

Page 53


Damage



Understanding Hair

SAY

Damaged hair often requires more specific care, and your product recommendations will depend on what type of damage the guest has. There are three types of damage:

Environmental

– Caused by environmental factors such as wind, sun and water

– Leads to a lack of moisture

– To repair, add moisture back into the hair

Mechanical

– Caused by styling tools, such as blow dryers, irons and rollers

– Leads to a lack of moisture and potential breakage

– To repair, add moisture and/or protein back into the hair

Chemical

– Caused by chemical services, such as color, perms and thermal straighteners

– Breaks down the strength of the hair, causing weak spots

– To repair, add protein back into the hair to re-strengthen it

ASK

What are the three types of damage?

(Listen for: Environmental, mechanical, chemical.)

What causes environmental damage?

(Listen for: Environmental factors, like wind, sun and


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Understanding Hair

water.)

What does environmental damage do to hair?

(Listen for: It leads to a lack of moisture.)

How do you repair environmental damage?

(Listen for: Add moisture back into the hair.)

What causes mechanical damage?

(Listen for: Heat styling tools, like blow dryers, irons and rollers.)

What does mechanical damage do to hair?

(Listen for: It leads to a lack of moisture and potential breakage.)

How do you repair mechanical damage?

(Listen for: Add moisture and/or protein back into the hair.)

What causes chemical damage?

(Listen for: Chemical services like color, perms and thermal straighteners.)

What does chemical damage do to hair?

(Listen for: It breaks down the hair’s strength, causing weak spots.)

How do you repair chemical damage?

(Listen for: Add protein back into the hair to re-strengthen it.)

Direct the learner to the Hair Care Positioning Chart.



Understanding Hair

ASK

What treatment product adds moisture to hair?

(Listen for: Dry Remedy™ Moisturizing Masque.)

What treatment product adds strength to hair?

(Listen for: Damage Remedy™ Intensive Restructuring Treatment.)

SAY

Well done. Knowledge of damage helps us determine which products will restore the guest’s hair to a healthy condition.

Hair with environmental or mechanical damage is often dry and in need of moisture. Hair with chemical damage is often weak and in need of protein.

Slide 11

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Scalp Conditions


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Understanding Hair

SAY

Scalp conditions occur when the skin on the scalp is out of balance. There are several different types of scalp imbalances:

Normal

Looks/feels: healthy

Oily

Looks/feels: Slick, oily, shiny

Dry

Looks/feels: Itchy, flaky, tight, uncomfortable

Dandruff

Looks/feels: Scaly, flaky, irritated

Sensitive

Looks/feels: Red, hot, itchy, irritated, uneven

Guests often use these words to describe their scalp during the consultation, so these are the words you should listen for when talking with guests about their scalp concerns.



Understanding Hair

ASK

What is a scalp condition?

A scalp condition occurs when the skin on the scalp is out of balance.)

What are some key words/phrases a guest might say that indicate they have a normal scalp?

(Listen for: Healthy.)

What are some key words/phrases a guest might say that indicate they have an oily scalp?

(Listen for: Slick, oily, shiny.)

What are some key words/phrases a guest might say that indicate they have a dry scalp?

(Listen for: Itchy, flaky, tight, uncomfortable.)

What are some key words/phrases a guest might say that indicate they have a scalp with dandruff?

(Listen for: Scaly, flaky, irritated.)

What are some key words/phrases a guest might say that indicate they have a sensitive scalp?

(Listen for: Red, hot, itchy, irritated, uneven.)

SAY

Well done again! Knowledge of scalp conditions helps us determine which products will restore the guest’s scalp to a healthy condition.

Guests with scalp conditions can benefit from using the Scalp Benefits™ system, which is formulated to balance the scalp. Scalp conditions are common among male guests, so the Aveda Men Pure-Formance™ hair care system, which is formulated especially for men to soothe and relieve the


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Understanding Hair

scalp.



Discover Needs

KEY POINTS

The purpose of this lesson is to review the tools and service behaviors associated with discovering guests’ hair care needs, including how to use the Hair Care Consultation Tool to perform the instant and elite hair care consultation, time check, elasticity and porosity tests and scalp analysis.

Slide 12

SAY

Now it’s time to learn about the hair care consultation and its associated service behaviors and tools.

When we think of the Aveda Service Cycle, we have a set of behaviors that we offer each guest. However, guest service differs from country to country, and even among countries. Also, the needs of today’s consumer are changing every day. People have a lot going on, and time is a valued commodity to them. What this means for us is that we needed to re-think the way we’re offering service to our guests and offer them a unique service experience based on the amount of time they have available. To accommodate the needs of every guest, Aveda developed the global guest experience.

For the most part, we will perform the same connect, provide solutions and confirm service behaviors for every


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Discover Needs

guest. But there is one step of the Aveda Service Cycle that we’ll need to adapt to different types of guests.

ASK

Do you remember the difference between instant guests and elite guests?

(Listen for: Instant guests have 2–3 minutes to spend with us; elite guests are guests have 5–10 minutes to spend with us.)

What step of the Aveda Service Cycle is different depending on whether the guest is instant or elite?

(Listen for: Discover needs.)

SAY

Correct! As you learned earlier in the Connect Aveda training, there are several different types of Aveda guests. But ultimately, there are guests who have more time to spend with us and those that don’t. For the sake of today’s training, let’s say that every guest is an elite hair care guest.

You also learned that discovering needs consists of one key behavior—performing an effective consultation. An effective consultation includes asking the guest a minimum of three open-ended questions. The Hair Care Consultation Tool helps you do just that. You already learned about this tool earlier in the Connect Aveda training.



Discover Needs

Slide 13

Direct the learner to the Hair Care Consultation Tool.

SAY

The Hair Care Consultation Tool is designed to be used with every guest, regardless of whether they’re instant or elite. The questions on the tool relate to the information about hair you learned earlier. As the guest responds to each question you ask, you’ll hear them say some key words that will help you make product recommendations. The first question is especially effective at collecting information.

ASK

Can you please read the first question on the Hair Care Consultation Tool aloud?

(Listen as the learner reads the first question:

Tell me about your hair.)

SAY

Thank you. This is a great open-ended question. It


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Discover Needs

encourages the guest to give you specific information.

As you ask the guest the consultation questions, record their responses directly on the tool using a dry erase marker. The tool is made from a recyclable laminate and can be used over and over. Doing this not only lets you refer to any key words later when making a product recommendation, it reinforces you as a hair care expert to the guest.

ASK

Can you read the next five questions on the on the Hair Care Consultation Tool aloud?

(Listen as the learner reads the next five questions:

What products are you currently using?

What is your main concern with your hair?

Describe your scalp.

How do you want your hair to look when it’s styled?

Do you use heat styling tools to help you achieve this style?)

SAY

Thank you. These first several questions in these first three sections of the tool—the hair, scalp and style sections—are the ones you’re going to ask each and every hair care guest.

You will skip the test section until you’ve determined whether the guest is instant or elite, as the elasticity and porosity tests and scalp analysis are only performed with elite guests.

Remember, after you’ve taken the guest through the first three sections of the Hair Care Consultation Tool, you want to perform a quick time check. An effective way to do this is to say, “I’d like to further analyze your hair and scalp to better understand your needs. Are you doing ok on time?



Discover Needs

If the guest says no, the guest should be considered an instant guest, and you should proceed to making a product recommendation.

Let’s use an instant guest scenario to practice.

ACTIVITY: INSTANT HAIR CARE CONSULTATION ROLE PLAY

Instruct the learner to play the role of the guest while you play the role of the advisor. Use the learner’s own hair type as the scenario.

Ask the learner the questions from the hair, scalp and style sections of the Hair Care Consultation Tool, and record their responses.

Perform a time check by using the following language: “I’d like to further analyze your hair and scalp to better understand your needs. Are you doing ok on time?”

Note: The learner should say “no.”

Review what you determined as their primary hair care concern and why.

Note: Do not make any product recommendations. The purpose of this activity is to understand how to use the Hair Care Consultation Tool to determine the guest’s primary hair care concern.

Switch roles, and instruct the learner to play the role of the advisor while you play the role of the guest. Use your own hair type as the scenario.

Allow the learner to reference their notes if necessary, and coach them as needed.

Debrief the activity by giving the learner feedback on what they did well and what they could improve.

Demonstrate the things you are asking the learner to do differently, and then have them practice the new behavior.


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Discover Needs

SAY

Great job! Now, if when you perform the time check, the guest says yes, the guest should be considered an elite guest and you should perform the elasticity and porosity tests and the scalp analysis.

Let me show you what these tests look like.

Slide 14

Page 54


Elasticity Test

ASK

Can you please read the elasticity test description aloud?

(Listen as the learner reads the elasticity test description:

Elasticity measures how well the hair stretches and returns to its original length. Hair with great elasticity stretches about 1/5 (about 20%) and returns to its original length. Hair with healthy elasticity is more resilient during styling. Sensitized or weak hair stretches easily but doesn’t fully bounce back. Damaged hair typically lacks elasticity, which



Discover Needs

can result in breakage during daily styling.)

SAY

Thank you. Now watch me as I demonstrate how to perform the elasticity test. Afterward, you’ll have the opportunity to practice.

ACTIVITY: ELASTICITY TEST DEMONSTRATION AND PRACTICE

Invite a team member to join you and the learner. Instruct the team member to play the role of the guest.

Perform the elasticity test on the team member. Instruct participants to follow along with the steps in their workbook:

1. Using both hands, hold a strand of hair at the scalp and at the ends.

2. Gently stretch and release the hair.

3. Evaluate the results:

• Hair that stretches easily and returns to its original length has great elasticity.

• Hair that remains slightly stretched has good to great elasticity.

• Hair that breaks or remains stretched out has poor elasticity.

After you’ve performed the elasticity test, record the result on the Hair Care Consultation Tool.

Switch roles, and instruct the learner to play the role of the advisor while you play the role of the guest.


Debrief the activity by giving the learner feedback on


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Discover Needs

what they did well and what they could improve.


SAY

Well done. Again, the purpose of the elasticity test is to determine whether the hair is damaged. Now let’s move on to the porosity test.

Slide 15

Page 54


Porosity Test

ASK

Can you please read the porosity test description aloud?

(Listen as the learner reads the elasticity test description:

Porosity measures the hair’s ability to absorb or hold moisture. Porous hair absorbs products quickly and processes faster. Non-porous hair is more resistant to product absorption.)



Discover Needs

SAY

Thank you. Now watch me as I demonstrate how to perform the porosity test. Afterward, you’ll have the opportunity to practice.

ACTIVITY: POROSITY TEST DEMONSTRATION AND PRACTICE


Perform the porosity test on the team member. Instruct participants to follow along with the steps in their workbook:

1. Hold a section of hair between your thumb and forefinger.

2. Lightly backcomb the hair strands from ends to scalp.

3. Evaluate the results:

• Hair that feels thick and smooth and does not backcomb easily is non-porous or resistant.

• Hair that feels rough and backcombs easily is porous.

After you’ve performed the porosity test, record the result on the Hair Care Consultation Tool.






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SAY

Well done. Again, the purpose of the porosity test is to determine whether the hair is lacking moisture.

After you perform the elasticity and porosity tests, you then use the results to add treatments to your product recommendation.

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Understanding Elasticity and Porosity Tests

ASK

Can you please read the Understanding Elasticity and Porosity tests section aloud?

(Listen as the learner reads the Understanding Elasticity and Porosity Tests section:

Lacks elasticity—recommend products to make the hair stronger (e.g., Damage Remedy™

Porous—recommend products to add moisture (e.g., Dry Remedy™

Lacks elasticity and is porous—treat the damage first.)

SAY

Thank you. The final step of the elite hair care consultation is to perform the scalp analysis. Earlier in the Connect Aveda training, you learned that a scalp condition occurs when the skin on the scalp is out of balance. The scalp analysis helps you determine whether the guest’s scalp may need additional attention.



Discover Needs

Slide 16

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Scalp Analysis

SAY

Watch me as I demonstrate how to perform the scalp analysis. Afterward, you’ll have the opportunity to practice.

ACTIVITY: SCALP ANALYSIS DEMONSTRATION AND PRACTICE


Perform the scalp analysis on the team member. Instruct participants to follow along with the steps in their workbook:

1. Part the hair at the crown using an Aveda comb and section with clips.

2. Rub the scalp gently, and look for sign of flakiness, irritation or oil.

3. Repeat steps 1 and 2 behind the ear and at the nape of the neck.


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After you’ve performed the scalp analysis, record the result on the Hair Care Consultation Tool.





SAY

Great! After you perform the scalp analysis, you then use the results to add treatments to your product recommendation. For example, if the guest is experiencing scalp challenges, you can potentially add Scalp Remedy™ Dandruff Solution to your recommendation, which will gently exfoliate the scalp and reduce flaking by up to 41% in one week.

Now it’s time to put it all together. Let’s use an elite guest scenario to practice.

ACTIVITY: ELITE HAIR CARE CONSULTATION ROLE PLAY

Invite a team member to join you and the learner. Instruct the team member to play the role of the guest while the learner plays the role of the advisor. Use the team member’s own hair type as the scenario.

Instruct the learner to ask the team member all of the questions on the Hair Care Consultation Tool, perform the elasticity and porosity tests and scalp analysis, and record their responses/results.




Discover Needs

Instruct the learner to review what they determined as the team member’s primary hair care concern and why.

Note: The learner should not make any product recommendations.


Demonstrate the things you are asking the learner to do differently, then have them practice the new behavior.

SAY

Great job on the role play! If you’ve performed an effective consultation, you should have the information you need to provide solutions.


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Provide Solutions

KEY POINTS

The purpose of this lesson is to review the tools and service behaviors associated with providing appropriate solutions for guests’ hair care needs, including how to use the solutions formula and Purescription Pad™ to make product recommendations.

Slide 17

SAY

At this point in the Aveda Service Cycle, you should have collected enough information to provide a solution that meets the guest’s need.

ASK

Do you remember the provide solutions service behaviors?

(Listen for: Suggest and educate on a system of three or more products, offer an Aveda Ritual of Renewal, share a reason we’re different: mission, packaging, sourcing, etc., provide a Purescription,™ introduce what’s new.)

SAY

You’ll find that after you’ve performed an effective consultation, it will feel very natural to move into suggesting



Provide Solutions

and educating on a system of three or more products.

ASK

Do you remember the hair care product knowledge and service tools?

(Listen for: Hair Care Positioning Chart, Shelftalkers and End Benefit Cards, Product Resource Guide, Hair Care Consultation Tool, Purescription™ Pad.)

SAY

Great! These tools are always available for you to use to find hair care product information you need to determine the appropriate products to recommend to the guest. In fact, it’s time for you to practice using them.

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Hair Care Needs and Solutions

ACTIVITY: HAIR CARE NEEDS AND SOLUTIONS

Instruct the learner to read the hair care scenarios in their workbook and record the appropriate product system solutions.

Debrief the activity by asking the learner to share their product system solutions:

1. Hair is frizzy and lacks smoothness.

(Smooth Infusion™)

2. Hair is curly, frizzy and has an irregular curl pattern.

(Be Curly™)

3. Scalp is itchy, flaky and irritated.


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(Scalp Benefits™)

4. Hair is dry, damaged and breaks easily due to multiple color services.

(Damage Remedy™)

5. Hair is flat, tangles easily and lacks volume.

(Pure Abundance™)

6. Hair is thinning.

(Invati™)

7. Hair color fades quickly and lacks shine.

(Color Conserve™)

8. Hair is wiry, dry and lacks shine.

(Brilliant™)

9. Hair has natural highlights and chlorine build-up.

(Sun Care)

10. Hair is dry, brittle and lacks smoothness.

(Dry Remedy™)

ASK

Which tools did you use to determine the appropriate product system solutions for the hair care scenarios?

(Accept any answer.)

SAY

Well done. Remember, listening for key words during the hair care consultation will help you make product recommendations. You can then refer to the Shelftalkers and End Benefit Cards to help you.



Provide Solutions

Slide 18

SAY

After you’ve determined the appropriate product system solution, you need to recommend it to the guest. To do this, you use the solutions formula, which has three components: “Because (guest challenge/need) I recommend (system) which will (results).”

The solutions formula is a great way to recommend product system solutions to guests because it connects their need to the system’s benefit.

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Hair Care Needs and Solutions Formulas

ACTIVITY: HAIR CARE NEEDS AND SOLUTIONS FORMULAS

Instruct the learner to read the hair care scenarios in their workbook, determine the appropriate product system solutions and record the associated solutions formulas.

Debrief the activity by asking the learner to share their product system solutions and associated solutions


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formulas:

1. Guest has fine, straight, shoulder-length hair and wants volume but doesn’t want to use products that will weigh their hair down.

(“Because you said you want volume, I recommend the Pure Abundance™ system, which will make your hair look fuller and feel thicker without weighing it down.”)

2. Guest has coarse, dry, curly hair and wants to enhance their curl and tame frizz.

(“Because you said you want to enhance your curl, I recommend the Be Curly™ system, which will enhance curl, combat frizz and boost shine.”)

3. Guest wants to preserve their color-treated hair.

(“Because you said you want to preserve your color, I recommend the Color Conserve™ system, which will protect and preserve your color-treated hair and leave it shiny, silky, soft and vibrant longer.”)

4. Guest has a family of four and wants to share the same shampoo and conditioner.

(“Because you said you want to share a hair care system with your entire family, I recommend the Shampure™ or Rosemary Mint system, which will cleanse and condition all of your family members’ different hair types with a pleasant, plant-based aroma.”)

5. Guest has frizzy hair and uses a blow dryer and flat iron to wear their hair straight and smooth every day.

(“Because you said your hair is frizzy and you wear it straight and smooth every day, I recommend the Smooth Infusion™ system, which will smooth and softens hair, making it easier to achieve smooth and



Provide Solutions

sleek hair styles.”)

SAY

It’s important to remember that guests will often have more than one need or concern. It’s your job to determine the guest’s primary concern. However, you may be able to address the guest’s secondary concern through treatment or styling products.

Now, remember that the first provide solutions service behavior is to suggest and educate on a system of three or more products. After you use the solutions formula to introduce the product system solution to the guest, you’ll need to educate the guest on what each product in the system does and how to use it.

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Hair Care Needs and Solutions Formulas, question #3

SAY

Take a look at the solutions formula you recorded for the Color Conserve™ system during that last activity. What I want you to do now is think about how you would tell the guest to use each product in the Color Conserve™ system. Use the Product Resource Guide or the information printed on the back of the bottle to help you.

Give the learner a few minutes to think about how they would tell the guest to use each product in the Color Conserve™ system.

ASK

How would you tell the guest to use each product in the Color Conserve™ system?


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(Listen for: “First, cleanse your hair with Color Conserve™ Shampoo, which is a daily color-maintenance shampoo that helps protect and preserve color-treated hair with gentle cleansers. Then, condition your hair with Color Conserve™ Conditioner, which also helps protect and preserve color-treated hair with plant-based conditioners that lock in color. After conditioning, rub a coin-sized amount of Color Conserve™ Daily Color Protect between your palms and finger-comb through damp hair. Don’t rinse out the product, as it’s a daily leave-in treatment that seals in color to help protect it from fading for up to six weeks. Finally, once a week, in place of conditioner, apply the Color Conserve™ Strengthening Treatment evenly to damp hair, from roots to ends. Leave it in for 2–5 minutes, then rinse thoroughly.”)

Page 58


Review the provide solutions service behaviors with the learner. Encourage them to take notes in their workbook:

Suggest and educate on a system of three or more products.

We just covered this. When we recommend a complete product system to a guest, we want to connect the guest’s need to the benefits of the system—this makes the recommendation meaningful. We use the solutions formula to make this connection.

Offer an Aveda Ritual of Renewal.

With elite hair care guests, we perform a stress-relieving ritual. This is part of the complete Hair Care Experience, which includes a hair care consultation, a Signature Hair Styling Ritual (which you’ll learn about in the next module), and either the Stress-Relieving Hand Ritual or Stress-Relieving Neck and Shoulders Ritual.

However, it’s important to remember that some guests may not have as much time to spend with us. With instant guests, the Hair Care Experience could consist of a hair care consultation and a quick application of the finishing



Provide Solutions

product you’re recommending. Or, if the guest isn’t a hair styling guest, the Hair Care Experience could consist of a hair care consultation and a quick ritual. For example, while the guest is checking out, you could use a cotton ball to apply Blue Oil Balancing Concentrate or Stress-Fix™ Concentrate to the back of their neck and briefly massage the two points.

IMPORTANT NOTE

Demonstrate how to perform a quick ritual on the learner.

ASK

Do you remember how to perform the Stress-Relieving Neck and Shoulders Ritual?

(Listen for: Yes!)

Do you remember what language you should use to offer the ritual to a guest?

(Listen for: “While you’re here, I’d love to treat you to an Aveda Ritual of Renewal. The Stress-Relieving Neck and Shoulders Ritual is a 3–5-minute experience that features relaxing massage movements covering the neck and shoulders.”)

SAY

Great! Now’s your chance to practice.


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ACTIVITY: STRESS-RELIEVING NECK AND SHOULDERS RITUAL PRACTICE

Instruct the learner to turn to the Rituals of Renewal chapter in their workbook and review the steps for performing the Stress-Relieving Neck and Shoulders Ritual, and ask if they have any questions.

Instruct the learner to perform the Stress-Relieving Neck and Shoulders Ritual on you, a team member or guest.




Page 58


Continue reviewing the rest of the provide solutions service behaviors with the learner. Encourage them to take notes in their workbook:

Share a reason we’re different: mission, packaging, sourcing, etc.

Tell the guest an Aveda story to educate them about the brand and its mission. When making a product system recommendation, share something about the sourcing, ingredients or packaging that is relevant to the system.

This is also great opportunity to allow them to experience the product’s aroma. Unscrew the cap of one of the products you’re recommending, and have them experience the aroma.

Provide a Purescription.™

After you’ve determined the determined the appropriate



Provide Solutions

product system solution for the guest, recommended it to them using the solutions formula and educated them on how to use each product, you’ll need to record your recommendation in writing on a Purescription™ Pad to give to the guest to take home with them. Even if they choose not to purchase the products you’re recommending that day, they’ll have their customized Purescription™ Pad, which may bring them back into the EC at another time.

Slide 19

Direct the learner to the Purescription™ Pad.

IMPORTANT NOTE

Review how to record product recommendations on the Purescription™ Pad with the learner.


Review the final provide solutions service behavior with the


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learner. Encourage them to take notes in their workbook:

Introduce what’s new.

With elite guests especially, take their time in the EC as the opportunity to introduce them to something new, either a new product launch or something from a different domain. Elite guests love Aveda and want to hear about the newest product or focus.

A great way to introduce what’s new is to say, “When was the last time you visited us? I’d love to show you what’s new since the last time you were here.”



Take Action

KEY POINTS

The purpose of this lesson is to give the learner further opportunities to observe and practice hair care service behaviors, test the learner’s hair care product knowledge and have the learner assess their skills and commit to developing their ability to discover and provide appropriate solutions for guests’ hair care needs as they grow into their role as an advisor.

SAY

Now it’s time to practice performing the service experience, from discover needs to provide solutions. Watch me as I demonstrate the entire instant guest service experience. Afterward, you’ll have the opportunity to practice.

ACTIVITY: INSTANT HAIR CARE GUEST DEMONSTRATION AND PRACTICE

Invite a team member to join you and the learner. Instruct the team member to play the role of the guest while you play the role of the advisor.

Create a hair care role play scenario using the team member’s hair type as the context.

Demonstrate the discover needs and provide solutions service behaviors, using any necessary hair care product knowledge and service tools:

– Ask a minimum of three open-ended questions to understand the guest’s needs.

• Ask the learner the questions from the hair, scalp and style sections of the Hair Care Consultation Tool, and record their responses.

• Perform a time check by using the following language: “I’d like to further analyze your hair and scalp to better understand your needs. Are you


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Take Action

doing ok on time?”

Note: The learner should say “no.”

– Suggest and educate on a system of three or more products.

• Review what you determined as their primary hair care concern and why.

• Recommend a complete hair care system (shampoo, conditioner, treatment) using the solutions formula.

• Educate them on how to use each product in the system.

– Offer an Aveda Ritual of Renewal.

• Perform a quick ritual, as this is an instant hair care guest scenario.

– Share a reason we’re different: mission, packaging, sourcing, etc.

• Share an Aveda story and allow them to experience the product’s aroma.

– Provide a Purescription.™

• Record your recommendations on a Purescription™ Pad.

– Introduce what’s new.

• Share the most current product or program focus or a product from a different domain.

After the role play, discuss each service behavior with the learner, and have them share their observations.

Switch roles, and instruct the learner to play the role of the advisor while you play the role of the guest. Use your own hair type as the scenario.



Take Action




SAY

Great job on the role play! Let’s do one final role play activity to reinforce everything you’ve learned about the elite hair care consultation.

ACTIVITY: ELITE HAIR CARE GUEST DEMONSTRATION AND PRACTICE

Invite a team member to join you and the learner. Instruct the team member to play the role of the guest while you play the role of the advisor.

Create a hair care role play scenario using the team member’s hair type as the context.

Demonstrate the discover needs and provide solutions service behaviors as in the instant hair care guest scenario, but also include the elasticity and porosity tests, scalp analysis and either the Stress-Relieving Hand Ritual or Stress-Relieving Neck and Shoulders Ritual, as this is an elite hair care guest scenario.

Note: Do not perform a Signature Hair Styling Ritual, as the learner will be introduced to them in the next module.

After the role play, discuss each service behavior with the learner, and have them share their observations.

Switch roles, and instruct the learner to play the role of the advisor while you play the role of the guest. Use your


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own hair type as the scenario.




SAY

We’ll continue to work on improving your hair care product and service knowledge to make sure you feel fully confident in your ability to discover and provide appropriate solutions for guests’ hair care needs.

We’re nearing the end of the Hair Care training. Now it’s time to test your knowledge.

Slide 20

ACTIVITY: HAIR CARE PRODUCT SCAVENGER HUNT

Explain that you are going to give the learner three different hair care scenarios and that they must go around the EC and collect all the hair care product testers that relate to the scenario. Remind the learner to refer to



Take Action

the Shelftalkers and End Benefit Cards if they need help.

Note: Tell the learner that for this activity, they should collect all the products that relate to each scenario, which may include products from multiple product families.

Debrief the activity by asking the learner to share their product system solutions and to recommend them to you using the solutions formula and educate you on how to use each product in the system:

1. Guest regularly colors their hair.

(Color Conserve™ Shampoo, Conditioner, Daily Color Protect and Strengthening Treatment; Damage Remedy™ Restructuring Shampoo, Conditioner, Daily Hair Repair and Intensive Restructuring Treatment; Black Malva Shampoo and Color Conditioner, Blue Malva, Camomile, Madder Root and Clove Shampoo and Color Conditioner)

2. Guest wants to reduce frizz.

(Smooth Infusion™ Shampoo and Conditioner, Be Curly™ Shampoo and Conditioner)

3. Guest wants to moisturize and soften their hair.

(Dry Remedy™ Moisturizing Shampoo, Moisturizing Conditioner and Moisturizing Masque; Brilliant™ Shampoo and Conditioner)


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Slide 21

Pages 59–60


Knowledge Check

ACTIVITY: KNOWLEDGE CHECK

Instruct the learner to complete the Knowledge Check.

When they are finished, check their answers, making sure to explain any inaccuracies.

1. What does a complete hair care system consist of?

(Shampoo, conditioner, treatment)

2. What are the three hair texture categories?

(Fine, medium, coarse)

3. How do you determine whether a guest is instant or elite?

(Perform a time check)

4. Elasticity measures how well the hair __________; porosity measures how well the hair __________ moisture.



Take Action

(stretches, absorbs)

5. What are the three steps of the complete Hair Care Experience?

(Hair care consultation, Signature Hair Styling Ritual, Stress-Relieving Hand Ritual or Stress-Relieving Neck and Shoulders Ritual)

6. Damage Remedy™ Restructuring Shampoo and Restructuring Conditioner add protein to the hair; Dry Remedy™ Moisturizing Shampoo and Moisturizing Conditioner add moisture to the hair.

a. True *

b. False

7. Pure Abundance™ Volumizing Shampoo and Volumizing Clay Conditioner are ideal for guests with thick hair.

a. True

b. False * (Pure Abundance™ Volumizing Shampoo and Volumizing Clay Conditioner are ideal for guests with fine hair; Brilliant™ Shampoo and Conditioner are ideal for guests with thick hair.)

8. Invati™ Solutions for Thinning Hair is clinically proven to reduce hair loss due to breakage by 33% after 12 weeks.

a. True *

b. False

9. Color Conserve™ Strengthening Treatment provides UV protection against color fading.

a. True *

b. False

10. Smooth Infusion™ Shampoo and Conditioner soften


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hair and add shine.

a. True

b. False *(Smooth Infusion™ Shampoo and Conditioner smooth and reduce frizz on all hair types; Brilliant™ Shampoo and Conditioner soften hair and add shine.)

SAY

Great job on the scavenger hunt and knowledge check! Now it’s time for you to assess your skills and develop an action plan. Based on what you’ve learned today, how are you feeling about being able to perform certain hair care service skills, and what is one specific commitment you can make to develop your ability to discover and provide appropriate solutions for guests’ hair care needs?

Slide 22

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Skills Assessment



Take Action

ACTIVITY: SKILLS ASSESSMENT

Instruct the learner to complete the Skills Assessment.

– Instruct them to indicate “yes” if they are comfortable performing the skill and “no” if they are not.

– Instruct them to record a commitment for improving each skill.

Ask the learner to share their commitments with you.

Slide 23

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Action Plan

ACTIVITY: ACTION PLAN

Instruct the learner to record a personal “I will” statement based on what they learned today.

For example:

– I will improve my hair care product and service knowledge by studying the Hair Care Positioning Chart, Shelftalkers, End Benefit Cards, Product Resource Guide, Hair Care Consultation Tool and


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Purescription™ Pad.

– I will remember to perform a time check to determine whether a guest is instant or elite.

– I will practice performing the elasticity and porosity tests and scalp analysis on friends and family.

– I will use the solutions formula to recommend product systems to guests.

Ask the learner to share their commitment with you.

SAY

Thank you for sharing your commitment.

Slide 24

Page 63


Product Homeplay

SAY

I’m going to give you one final activity to do on your own at home. The best way to improve your hair styling product knowledge is to experience the products yourself.



Take Action

ACTIVITY: PRODUCT HOMEPLAY

Review the learner’s hair type and recommend the appropriate hair care system (shampoo, conditioner, treatment).

Give the learner samples or testers of the products to take home and use on their hair.

Instruct the learner to record their responses to the product homeplay questions for each product.

Review their responses at the beginning of the next training.

Facilitate a discussion by asking them what the difference was between learning about the products and experiencing them.

ASK

Do you have any questions about any of the hair care product knowledge tools or service behaviors?

(Answer any questions.)

Slide 25


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Take Action

SAY

Congratulations! You’ve just completed the Hair Care module of the Connect Aveda training program!

connect aveda: hair care · the connect aveda: hair care program is designed to teach the learner...

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