For Krop Hair, introducing a refill station was about more than reducing plastic. It has become a way to connect with clients, start conversations about their hair and bring new people through the salon door.
Refilling a favourite shampoo or conditioner might seem like a small change, but for salons, it can become part of a much bigger conversation.
Across Australia and New Zealand, EverEscents and Clever Curl salon stockists are offering refill services that allow clients to bring their bottles back to the salon, have them refilled and continue using the same bottle rather than purchasing a new one.
It is a simple way to reduce packaging waste. But as Krop Hair has discovered, the benefits can extend well beyond sustainability.
For Krop Hair Salon Director Nathalie, the refill service has become another opportunity to connect with clients, understand what their hair needs and introduce new people to the salon.
“I see it as time investing in our clients when they come in. It’s an opportunity to talk about their hair.”
In the first video in our new Refill Salon series, Luke Youd, Ethical Brand Co CEO, chats with Nathalie, Krop Hair Salon Director, about why the salon introduced the refill program, how the service fits into the day to day running of the salon and the benefits it has brought to their business.
Why introduce a refill station?
Krop Hair has a strong focus on sustainability, and Nathalie says the team was keen to embrace an initiative that could make a real difference.
“Our clients are very passionate about saving the planet. They were all for it. The team is all about that as well, so it just made sense,” said Nathalie.
The salon has now offered EverEscents and Clever Curl refills for seven years.
Over that time, the refill station has become a familiar part of the salon experience rather than something that requires significant additional effort from the team.
For Krop Hair, the answer has been yes.
The salon promotes its refill service through social media, including the discount it offers to customers who refill their bottles.
Nathalie says this has helped introduce new people to Krop Hair, some of whom have gone on to become salon clients.
“We advertise on our social media to say that we’re doing an extra discount on refills, because that’s what we offer, and it actually does bring in a new clientele. We get new clients from it, so it’s fantastic.”
This has been particularly relevant for the salon’s curly haired clientele.
People coming in to refill their Clever Curl products create an opportunity for the team to find out more about their hair, talk through their routine and build a relationship that can extend beyond the refill itself.
“I see it as time investing in our clients when they’re either coming in to refill or they’re already here. It’s an opportunity to talk about their hair, about their scalp, do they want to try a different product, what do they want to refill?”
And sometimes, that conversation can be the beginning of something much bigger.
“It’s a great opportunity to just start that conversation, and it’s the start of something amazing, especially with a new client coming in. That’s a potential for someone to be a new client for you.”
What does a refill station mean for salon profitability?
A refill service does not have to be seen solely as an environmental initiative, it can also become another way to encourage customers to return, introduce new people to the salon and create conversations around retail and haircare.
The salon determines its own refill offering and pricing, but many salons choose to provide a discount as an incentive for customers to bring their bottles back.
That means the refill model can create value for both sides.
For the client: they can save money while continuing to use a favourite product.
For the salon: the refill becomes another reason for a customer to return and another opportunity to engage with them.
For the environment: the same bottle can continue to be used instead of being replaced each time.
How much plastic can refill salons save?
It is estimated that 1.3 tonnes of plastic is saved from landfill each year through the refill network.
But perhaps one of the most powerful examples is happening inside individual salons.
Nathalie says some Krop Hair clients are still bringing back bottles that are more than ten years old.
“A lot of our clients are refilling from bottles from ten plus years ago, dating right back to like the OG bottles, which is really, really cool.”
Think about how many bottles could be avoided when one bottle stays in use for a decade, rather than being replaced every time the product runs out.
Then multiply that across a salon’s clients, and across the refill salons participating in the program.
That is where a small individual action can start to make a much bigger difference.
Interested in becoming a refill salon?
Discover how the EverEscents and Clever Curl refill programs work and find out how your salon can get involved.
For Krop Hair, the refill station has become one practical way the salon can reflect the values of its team and clients while creating another reason for people to engage with the business.
As Nathalie puts it:
“Adding a refill station really changed the way we looked at retail.”
Get in touch with our team today:
contact@ethicalbrandco.com.au
1300 856 744