From Sept. 29 to Oct. 26 Beauty Brands Salon∙Spa∙Superstore locations in Peoria, Ahwatukee, Avondale, Chandler and Paradise Valley will join Redken, a global leader in professional haircare products, in leading the "It Takes Guts" campaign to raise awareness and funding for Reduce Abuse, a program that provides support to local domestic violence shelters.

Beauty Brands will sponsor the "It Takes Guts" campaign and donate 100 percent of the proceeds from the sale of every Redken Guts volume-boosting spray foam to Chrysalis, New Life Center and My Sister's Place, its partners in the fight against domestic violence in Phoenix. During the Reduce Abuse campaign, the  Guts product will be sold for $6.98 (regular retail is $14.95). 

Beauty Brands customers also will have the opportunity to add a donation to their total purchase to directly support the three domestic violence shelters. 

"Women often establish a trusting relationship with their stylists and salon professionals. They spend a lot of one-on-one time talking and sometimes confiding very personal things," said Beth Seiler, marketing manager for Beauty Brands. 

This year will mark the eighth anniversary of Beauty Brands' Reduce Abuse program, which has raised more than $360,000 nationwide to date. Since its inception in 2001, the Reduce Abuse program has benefitted more than 50 domestic violence shelters nationwide through Beauty Brands' grand opening events and the annual "It Takes Guts" campaign. Redken donates all of the Guts hair volumizer product for the Reduce Abuse program.

"Beauty Brands' mission is to make people feel good about themselves and increase their self-esteem. Domestic violence destroys that," said David Bernstein, chief operating officer for Beauty Brands. "This is one way that our customers in Phoenix and our salon professionals can get involved to directly impact the prevention and elimination of abuse."

Bernstein said Beauty Brands created Reduce Abuse to offer solutions and raise awareness, in addition to money. The Web site, www.reduceabuse.com, available year-round, contains domestic violence information as well as local, state and national crisis telephone numbers.

Beauty Brands locations participating in the Reduce Abuse program include:

• 7445 W. Bell Road in Peoria

• 5009 E. Ray Road in Ahwatukee

• 1709 N.Dysart Road in Avondale

• 105 W. Ocotillo Road in Chandler

• 10810 N. Tatum Blvd. in Paradise Valley

Chrysalis provides a comprehensive array of services to families and individuals affected by domestic abuse. Each year, more than 1,400 individuals receive safety, support and education through a variety of Chrysalis services including shelter, transitional housing, outpatient counseling, offender treatment and victim advocacy. For information,  visit www.noabuse.org.

New Life Center provides shelter, counseling, education, advocacy and other services deemed appropriate for victims of domestic violence and their families. The center provides a safe, temporary caring environment for victims and their children, and includes a shelter facility, advocacy, counseling and community education programs. For information, visit www.newlifectr.org.

A licensed, residential domestic violence shelter, My Sister's Place provides a 24-hour crisis phone line and short-term shelter for women, with or without dependent children, who are homeless as a result of family violence. Other services include case management, victim advocacy, children services, crisis intervention, information and referrals, and safety planning. For information, visit www.catholiccharitiesaz.org.