On Oct. 15, Davines and The Fruit Tree Planting Foundation will host the second annual Sustainable Beauty Day, in which salons across the U.S. and Canada will offer clients cutting and styling services free of charge.
Additionally, customers will be encouraged to make a minimum donation of $15, with 100 percent of profits benefiting The Fruit Tree Planting Foundation.
Last year, 54 salons in the U.S. and Canada participated in the event, raising over $25,000. The funds were used to plant 6,000 fruit trees in Mozambique’s impoverished neighborhoods and at an orphanage in South Africa. These fruit trees serve as a direct food source for communities in need.
For Sustainable Beauty Day 2012, Davines and The Fruit Tree Planting Foundation aim to raise over $50,000 to fund a project in Brazil during February 2013. The foundation has partnered with nongovernmental organizations and civil groups in Brazil, who will aid in planting and harvesting the trees.
According to Davines, the brand’s commitment to sustainability doesn’t end at this initiative. The brand’s pledge spans from using ethically sourced natural ingredients for all products to making sure packaging is completely recyclable and reusable.
“As an international brand focused on balancing beauty and sustainability, we are always seeking ways to create a heightened experience of well-being with respect for the Earth we all call home,” said Jorge Blanco, Davines’ creative director for North America. “Our partnership with the Fruit Tree Planting Foundation allows us to do just that for impoverished people by literally helping their communities to be more fruitful.”