THE GREEN MISSION
Lakmé Salon is India’s biggest salon chain with a whopping 200,000+ visits each month across its 430+ outlets. 2019 is the year we chose to take the first steps towards becoming green. Our patrons include women who enjoy grooming but today, make purchase decisions fuelled by their environmental impact. In an effort to build our cause we launched our campaign Beautify The Future.
But how could create a massive change through our mission?
OUR ACTION PLAN
We decided to use our biggest asset– our customers! How? We re-imagined the 1 common element that every customer receives and transformed it into our greatest communication vehicle – The Bill!
Introducing, ‘The Green Bill’ - A first of its kind invoice that could grow into a tree! Encased in seed paper, The Green Bill allowed customers to help Beautify The Future and become ambassadors of the campaign. Propelling the cause further, Lakmé Salon planted a tree for every Green Bill given.
We started off with social media and in-salon communication then further strengthened our commitment by turning our logo green! The green bill also made its way to several influencers and bloggers.
WHAT WE ACHIEVED
The Green Bill made immense impact online and offline resulting in a massive increase in the number of bills generated and hence, revenue. Thereby putting Lakmé Salon on the map as India's largest upcoming sustainable salon chain on a steady course to Beautify The Future.