Aveda Updates Its Loyalty Program

(@aveda)

BY KASSIDY MCDONALD 

Aveda’s loyalty program has been a huge part of business for the haircare brand for two decades, and for the first time, it’s getting an update. The loyalty program, previously known as Aveda Pure Privilege, will now be called Aveda Plus Rewards.

Signing up costs just $10, and according to Aveda’s website, the new loyalty program gets customers access to exclusive events and gifts, free shipping on all Aveda purchases, free gifts and two times the birthday points and earning points every time a customer makes an Aveda purchase whether in-store, online or in a salon.

Aveda Plus Rewards also includes more personalized options and the ability to redeem rewards more frequently. Customers can also convert points to take dollars off an Aveda purchase, something that they haven’t been able to do previously, making it similar to Sephora’s Insider Beauty loyalty program, says Glossy.

“We were always careful about touching the program, because it was very appreciated. But we also know that the world changed…so it was important to look at our loyalty program,” Barbara De Laere, Aveda global brand president, told Glossy,

De Laere added that Aveda’s plan in 2022 is “for 20 percent of all communications to rewards members to feature personalization, such as product recommendations based on what they have bought or on their Aveda hair and scalp analysis results.” This new type of personalization for consumers is gaining popularity with many beauty brands.

Find more information about the loyalty program here