ISBN members are again strong partners and collaborators for Beauty Changes Lives (BCL), an industry-wide nonprofit “driven to make the beauty profession a first-choice career” and shaping the future of beauty via mentorship, inspiration and scholarships.
The 8th Annual Beauty Changes Lives Experience takes place April 19, 2020, during America’s Beauty Show in Chicago, and will highlight BCL’s new Make Your Mark initiative, a disruptive, GenZ-focused social media campaign to transform perceptions and raise awareness of career possibilities for licensed beauty professionals.
The Ratner Group is a charter sponsor of Make Your Mark and a Gold sponsor of the Beauty Changes Lives Experience. Great Clips is a Platinum sponsor of the BCL Experience and Ulta Beauty is sponsoring and presenting a NextGen Runway Team at the BCL Experience. Dermalogica Founder Jane Wurwand will be honored with the BCL Legacy Award.
These ISBN members and representatives encourage other salon, spa and barber groups and brand partners to support BCL through sponsorship, scholarship support, and by attending or sending professionals to the annual gala. Companies can learn more at beautychangeslives.org and by connecting with BCL President and Founding Member Lynelle Lynch of Bellus Academy or Executive Director Lauren Conway.
Phil Horvath, president Ratner Companies and a member of the Beauty Changes Lives board of directors says the Make Your Mark campaign is an important opportunity for the industry to come together in support of its future.
“What started as a realization that our industry is facing a job crisis has evolved into a rallying cry to inspire the next generation as we shine the spotlight on the creativity, earning potential and unlimited possibilities our industry offers,” Horvath notes.
Realizing that authenticity is central to engaging Generation Z, the Make Your Mark campaign is bringing together legends and micro-influencers to share their personal stories with key stakeholders including Gen Z, parents, and guidance counselors. First-person stories will blend with real-world data about the entrepreneurial, financial and creative opportunities available in a $560B industry projected to grow 36% through 2026.
Campaign elements include:
- a consumer awareness campaign
- an interactive microsite
- eye-catching outdoor postings strategically placed within 10 miles of select cosmetology schools
- Instagram ads targeting young adults with interactive quizzes and inspiring content
- Facebook posts featuring relevant parent- focused facts that substantiate beauty as a booming industry
The Make Your Mark campaign highlights growing demand for spa and salon professionals. According to BCL, demand for licensed beauty professionals will continue to build as the most current data suggests 1.3M jobs could be left vacant in the next 10 years.
Make Your Mark will be celebrated at the 2020 Beauty Changes Lives Experience with a new awards category honoring emerging Next Gen professionals.
Co-presented by Beauty Changes Lives, America’s Beauty Show and Pivot Point, the evening has emerged as the signature event convening brands, icons and industry professionals representing all facets of the professional beauty sector.
Beauty Changes Lives Executive Director Lauren Conway says the 2020 Beauty Changes Lives Experience will feature promising talent “discovered” via the Beauty Changes Lives scholarship competitions. “As we have awarded more than 500 scholarships, we’ve helped create hundreds of truly life changing stories – several of which will be shared during the 8th annual Beauty Changes Lives Experience,” Conway says. Winners’ descriptions of their career journeys have become a highlight of the annual event.
“The Beauty Changes Lives Event held during America’s Beauty Show is an opportunity for all of the industry to come together across areas of specialty, geographic region and stage of professional development,” says Beauty Changes Lives President Lynelle Lynch. “By celebrating emerging talent, we are letting the world see the inclusive, nurturing nature of the professional beauty industry where established icons support those just beginning their career journeys.”
Tickets are $300 for the Legacy Award Cocktail Reception and $99 for the NextGen Runway presentation and party at beautychangeslives.org.