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Copper River operates both onand off-site Beauty Brigade bins. Many customers first hear of the spa because of its innovative recycling efforts. locals, out-of-towners, customers, etc.—is welcome to participate. "All too often, bathroom products are forgotten in terms of recycling. I think it's one of the greatest things I can do as a spa owner—beauty should have a conscience." Copper River's activism isn't limited to the environment, however. The facility also uses Beauty Brigade to benefit Womanspace (womansspace.org), a New Jersey-based charity supporting women affected by domestic violence and sexual assault. For every item it recycles through the TerraCycle program, Copper River donates two cents to the charity. Additionally, the spa has offered complete makeovers to some Womanspace clients, to "build self-esteem and help them start anew," says Weigand. "Community and business go hand in hand. The community supports our business, so we like to give back whenever we can." BRIDGING THE GAP Home to famed Princeton University, the town of Princeton sometimes feels like two separate cities: one for the Ivy League University's nearly 8,000 students and 3,000 staff members, and another for the 20,000 plus residents not affiliated with the school. While many college towns suffer from "town and gown" friction, Copper River consistently tries to bridge the gap between Princeton's two communities. In addition to its in-house, drop-off location, the spa partnered with the University organization SFI (Sustainable Fashion Initiative), to add five new 66 DAYSPA | APRIL 2013 recycling stations throughout Princeton's campus, enabling people to drop off their used products and support the Beauty Brigade program. They'd like to add five additional outposts next fall. Working with the university, Copper River has created buzzed-about recycling drives and competitions, and it's not uncommon for the spa to promote university programs or events that coincide with Copper River's overarching mission of harmony and sustainability. Says Weigand, "We work closely with organizers and maintain a good relationship with the school, and as a result we're attracting more of a college following." Perhaps in part because of Copper River's campus presence, most clients are well connected electronically, which has made social media a huge marketing tool for the spa. "We use Facebook, Twitter, Pinterest and Google +," says Weigand. "Occasionally we advertise in the local papers, but most of our clients are into technology, so we reach out to them that way." And the town is small enough that word of mouth may actually be the spa's most effective marketing tool. In fact, Weigand notes that many customers first hear of the spa because of its innovative recycling efforts. CROWD-PLEASING SERVICE All strategies seem to be working; Copper River has consistently grown each month since opening its doors, no small feat in the current economic