This DTC Haircare Brand Is Compensating Out-of-Work Stylists for Their Content

Prose’s goal is to support workers impacted by Covid-19

Collage of different hair styles and textures
Prose launched a dedicated webpage for the submission-based program. Prose
Headshot of Ian Zelaya

With many hair salons and barbershops across the U.S. still closed due to the Covid-19 pandemic, Prose, a direct-to-consumer haircare brand, is supporting out-of-work stylists with a new compensation program.

The brand, which sells customizable, made-to-order hair products, has launched the Stylist Open Call Program, a submission-based initiative that pays stylists for their content and promotes their work to consumers.

Every two weeks, Prose invites certified stylists to submit hair-related photos, video tutorials or other creative content—new or old—on a dedicated webpage for the program. Each project has a different theme. So far, the brand introduced projects focused on heat styling, spring and summer hairstyles, blonde hair and evergreen content.

Paul Michaux, co-founder and vp of product at Prose, said the brand launched the program as a way to celebrate the stylist community and financially support those economically impacted by Covid-19. The branded also wanted to open up a new content stream to complement its educational tutorials for consumers in quarantine.

“We wanted to [find a way] for stylists to benefit from creating content for us,” Michaux said. “This program is also helpful for us because due to Covid-19, it has been harder for our team to create content. It’s a win-win situation.”

Stylists can submit an unlimited number of content pieces, which aren’t required to include Prose products. An internal team led by Faith Huffnagle, Prose’s director of education, reviews each submission and selects content that meets certain requirements. The brand is paying stylists $300 to $800 in cash rewards, with exact rates and usage specifications outlined in submission details for each project.

“We hope this program encourages stylists from across the U.S. to explore their creativity and remind them of their value, especially during a time of uncertainty,” Huffnagle said.

Project themes so far include spring and summer styles, heat styling and blonde hair.

Along with payment, Prose will promote selected content across its social and marketing channels, its blog and email newsletters, crediting stylists accordingly.

Michaux noted there can be multiple winners for a project, depending on the variety of submissions. The brand announced Priscilla Flete and Dina DiPietro as the selected stylists of its first project.

The initiative is one of the latest in Prose’s relief efforts to help those impacted by Covid-19. The brand donated $30,000 to NYC Health + Hospitals, and shifted resources to produce and donate more than 20,000 bottles of hand sanitizer to family assistance organizations in New York and Paris.

Prose is also using its platforms to support #BlackLivesMatter amid the ongoing protests against police brutality. The brand pledged donations to Color of Change and Black Girls Code, nonprofits working to make meaningful change for Black people. Michaux said the brand has a culture committee, dubbed “Comb Together,” that is continuing to brainstorm ways to address racial injustice via the brand’s platforms. Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.