IN BRIEF
Behind the Greens
Dominique Conseil, President of Aveda
By Brita Belli
© Aveda
Dominque Conseil became Aveda’s president in 2000, following roles as a cosmetics executive for Proctor & Gamble and L’Oreal. But when Conseil joined Aveda, it was with a purpose in mind—to improve the brand’s organic content, to source ingredients that benefit indigenous growers and to maintain transparency for shoppers.
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1. E Magazine: What is involved in Aveda’s botanical research?
Dominque Conseil: Our labs find highly active botanical ingredients in order for us to be able to fulfill our first promise, which is a promise of performance. There is this completely wrong idea that if it’s natural it doesn’t perform. It’s from decades of communications by petro-chemical groups. Actually nature works very, very well.
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2. E: How do you find unusual ingredients across the globe?
DC: Some of the most powerful ingredients that we have are also fantastic stories of social responsibility, and we owe them to [advisor] David Hircock. We launched a very high-performance skin-care line called Green Science, which has the ingredient argan. Argan is a tree from Morocco. And the women there have these cooperatives trying to harvest sustainably this natural resource. David saw the opportunity to give Aveda a great ingredient—the argan oil—but also to have these cooperatives earn a better living.
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3. E: What does it mean when your company calls a place a “center of excellence”?
DC: A center of excellence is a place that produces a raw material that is very high quality but is also exploited in a way that is environmentally sustainable and socially helpful.
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4. E: How do Aveda’s high green standards impact the company’s bottom line?
DC: If you go on our website, we have the Green Ingredient Policy. That was a massive undertaking, screening 600 ingredients and raw materials. But the biggest financial resource is to live up to our standards. If you take essential oils, 90% or more are certified organic, our other botanicals, 89% are certified organic. And yet you will probably not find one product that claims to be organic. We are not looking to set the standard for our product based on whether they will or will not be organic. We provide products that must perform and we make them as natural and botanical as we can.
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5. E: Tell me about the company’s commitment to farmers.
DC: Usually companies treat farmers who produce the raw materials as just agents in the market. But as we talked to the farmers we realized most of them really valued becoming an organic farmer, but they had some difficulties. It’s a three-year process to convert. They asked: Who’s going to support me? And who’s going to agree to pay a premium? Aveda was the one to answer yes. We even started to support farmers by three- and five-year contracts, which is unheard of. There is a cost to doing this, there is a cost to sourcing ingredients that are traceable, but...when you can trace it, when you have transparency, it’s better.
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Saturday, February 13, 2010
AVEDA RETURNS TO ITS AYURVEDIC ROOTS
CHAKRA™ BALANCING MISTS AND PROFESSIONAL MASSAGE
EXPLORE MIND/BODY CONNECTION
New York (May 2008)—Aveda™, whose namesake is derived from the Sanskrit words “A” meaning “all” and “Veda” meaning “knowledge,” draws upon its Ayurvedic heritage with the launch of Chakra™ Balancing Body Mists and a professional Chakra™ Balancing Massage. Formulated according to authentic Ayurvedic chakra balancing traditions, Aveda Chakras™ inspire healing, balance and well-being while providing guests with an aroma journey for mind and body.
Chakra™ Balancing Body Mists and Balancing Massage are based on the practice of Ayurveda, a traditional system of healthy living principals and therapeutic practices designed to promote physical, mental, social and spiritual harmony. Originating in India more than 5,000 years ago, the philosophy of Ayurveda recognizes seven main chakras, or, energy centers in the body. Each chakra can affect wellness—when one chakra is blocked, there is an imbalance, resulting in a diminished sense of well-being. Aveda Chakra™ utilizes specially-formulated aromas and holistic massage therapy to harmonize these energy centers, thus promoting health, balance, and personal growth.
Chakra™ Balancing Body Mists are aromatherapeutic blends for mind and body and can be used during mediation, yoga or throughout the day to enhance well-being. The Chakra™ Balancing Massage, enhanced by specially-formulated professional-only Chakra™ Balancing Blends, is a holistic spa treatment that incorporates deep tissue massage, chakra foot reflexology massage, and chakra energy work with a guided meditation to help balance the chakras and reduce stress.
Manufactured with 100% wind power. Aveda is the first beauty company to manufacture with 100% wind power.* Aveda’s funding of new wind energy sources generates enough wind energy to offset 100% of the electricity used by its primary manufacturing facility, distribution facility and corporate headquarters in Blaine, MN. *Per a review conducted of WWD Beauty Report International Top 100 Cosmetic Manufacturers Corporate Websites in April, 2007.
Aveda Chakras™ is available in Aveda salons, spas, stores and online at aveda.com in May 2008. Experience the Chakra Balancing Massage at Aveda spas nationwide. Please visit aveda.com or call 800.328.0849 for locations.
Our mission at Aveda is to care for the world we live in, from the products we make to the ways in which we give back to society. At Aveda, we strive to set an example for environmental leadership and responsibility, not just in the world of beauty, but around the world.
CHAKRA BALANCING BODY MISTS
Refreshing aromatic body sprays based on the seven chakras, formulated to balance mind and body.
PERFORMANCE
• 83% felt more balanced after experiencing a Chakra™ aroma.*
• Promotes balance and relaxation throughout the body.
• Helps to enhance yoga and meditative practices.
*Based on a consumer perception study
APPLICATION
• Chakra Journey Cards guide guests in determining which chakra aroma is needed to promote balance. Cards are laid in front of the guest in random order, and they are asked which three cards they identify with most. Guests then experience each of the three aromas with an Aveda Sensory Journey, and select one aroma. This aroma is likely the right aroma to inspire balance and well-being for that day.
• Spray all over body. Do not use on face.
• Use before yoga or meditation to enhance practice and experience.
SUGGESTED RETAIL PRICE
$30, 100ml
CHAKRA™ BALANCING MASSAGE
An innovative 60-minute spa treatment that helps to center the chakras using massage techniques in conjunction with specially-formulated aromatherauptic Chakra™ Balancing Blends. The treatment combines deep tissue massage, chakra reflexology and chakra visualization techniques—with a focus on harmonizing each of the seven energy chakra centers of the body. Guests are also guided through a gentle meditation, which helps reduce stress, decrease muscular tension and increase the energy and healing potential of the treatment. Please contact your local Aveda salon/spa for pricing.
PERFORMANCE
• Chakra™ Balancing Massage, combined with Chakra Balancing Blends, showed a measurable shift towards balance across all chakras.*
• Scientifically proven to promotes balance and relaxation throughout the body.*
• Scientifically proven to restore energy flow throughout the body.*
*Based on Aveda Bio-Energy Capture test
AVEDA BIO-ENERGY CAPTURE
The Aveda Bio-Energy Capture method of Gas Discharge Visualization (GDV) captures and analyzes an individual’s state of well-being, according to his or her own profile of the seven chakras. A unique, digitized camera captures and measures the overall energy released by each fingertip from both hands, each corresponding to the locations of the seven chakras. The size, intensity, shape, and symmetry of each fingertip image reveals clues about an individual’s physical, emotional, and spiritual states.
Chakra Balancing Mists and Balancing Massage launch in May 2008.
AVEDA CHAKRAS™
Aroma Guide
CHAKRA 1: Muladhara
• What is it? The center where we ground ourselves and take care of our basic needs. When the root chakra is balanced, one has a good energy, a feeling of security and a healthy body awareness. When the root chakra is imbalanced, one feels lethargy, resistance to change and the need to slow down.
• Location: Base of spine, near the tailbone
• Color: Red
• Element: Earth
• Key word: Grounded*
• Key Aroma Ingredients: Certified organic patchouli, certified organic vetiver, and olibanum
CHAKRA 2: Svadhisthana
• What is it? The center of vitality and sensation where we move beyond our basic needs into relationships with others. When the pleasure chakra is balanced, one has stable energy, alertness, unblocked emotions and is connected to all five senses. When the pleasure chakra is imbalanced, one feels repression and feels disconnected to the senses.
• Location: Just below the navel
• Color: Orange
• Element: Water
• Key word: Nourished*
• Key Aroma Ingredients: Certified organic orange, certified organic geranium, and sandalwood.
CHAKRA 3: Manipura
• What is it? The center of motivation where we set our intentions and desires. When the power chakra is balanced, one achieves goals, is self confident and has strong motivation and direction. When the chakra is imbalanced, one experiences mental blocks, nervousness and impatience.
• Location: The solar plexus
• Color: Yellow
• Element: Fire
• Key word: Intention*
• Key Aroma Ingredients: Certified organic lavender, certified organic fir balsam, and certified organic lemon.
CHAKRA 4: Anahata
• What is it? The center of sympathy, empathy and love. When the heart chakra is balanced, one feels love and connection to self and others. When the heart chakra is imbalanced, one feels depression, loss of connection and lack of caring.
• Location: Center of chest
• Color: Green
• Element: Air
• Key word: Harmony*
• Key Aroma Ingredients: Certified organic mandarin, certified organic palmarosa, and sandalwood.
CHAKRA 5: Visuddha
• What is it? The center of creativity, self-expression and communication. When the throat chakra is balanced, one has inner trust, inner reliance and easily expresses their ideas and thoughts. When the throat chakra is imbalanced, one feels selfish, has feelings of rejection and has difficulty in expressing oneself.
• Location: The throat
• Color: Light blue
• Element: Infinity
• Key word: Expression*
• Key Aroma Ingredients: Certified organic grapefruit, certified organic rosemary and organic ylang ylang.
CHAKRA 6: Ajna
• What is it? The center of intuition, imagination and perception. When the intuition chakra is balanced, one feels strong intuition, a connection to oneself and mentally fit.
• Location: Between the eyebrows
• Color: Dark blue
• Element: All elements
• Key word: Insight*
• Key Aroma Ingredients: Certified organic petitgrain, certified organic orange, and certified organic geranium.
CHAKRA 7: Sahasrara
• What is it? The center of connecting to something greater than oneself, and expressing wisdom and enlightenment. When the crown chakra is balanced, one feels strong, unclouded and joy for life. When the crown chakra is imbalanced, one feels loss of self, spiritual abandonment and lack of connection to the universe.
• Location: Crown of the head
• Color: Violet
• Element: All elements
• Key word: Wisdom*
• Key Aroma Ingredients: Certified organic angelica root, certified organic elemi, and olibanum.
*Indicates the experience felt when a chakra is balanced.
EXPLORE MIND/BODY CONNECTION
New York (May 2008)—Aveda™, whose namesake is derived from the Sanskrit words “A” meaning “all” and “Veda” meaning “knowledge,” draws upon its Ayurvedic heritage with the launch of Chakra™ Balancing Body Mists and a professional Chakra™ Balancing Massage. Formulated according to authentic Ayurvedic chakra balancing traditions, Aveda Chakras™ inspire healing, balance and well-being while providing guests with an aroma journey for mind and body.
Chakra™ Balancing Body Mists and Balancing Massage are based on the practice of Ayurveda, a traditional system of healthy living principals and therapeutic practices designed to promote physical, mental, social and spiritual harmony. Originating in India more than 5,000 years ago, the philosophy of Ayurveda recognizes seven main chakras, or, energy centers in the body. Each chakra can affect wellness—when one chakra is blocked, there is an imbalance, resulting in a diminished sense of well-being. Aveda Chakra™ utilizes specially-formulated aromas and holistic massage therapy to harmonize these energy centers, thus promoting health, balance, and personal growth.
Chakra™ Balancing Body Mists are aromatherapeutic blends for mind and body and can be used during mediation, yoga or throughout the day to enhance well-being. The Chakra™ Balancing Massage, enhanced by specially-formulated professional-only Chakra™ Balancing Blends, is a holistic spa treatment that incorporates deep tissue massage, chakra foot reflexology massage, and chakra energy work with a guided meditation to help balance the chakras and reduce stress.
Manufactured with 100% wind power. Aveda is the first beauty company to manufacture with 100% wind power.* Aveda’s funding of new wind energy sources generates enough wind energy to offset 100% of the electricity used by its primary manufacturing facility, distribution facility and corporate headquarters in Blaine, MN. *Per a review conducted of WWD Beauty Report International Top 100 Cosmetic Manufacturers Corporate Websites in April, 2007.
Aveda Chakras™ is available in Aveda salons, spas, stores and online at aveda.com in May 2008. Experience the Chakra Balancing Massage at Aveda spas nationwide. Please visit aveda.com or call 800.328.0849 for locations.
Our mission at Aveda is to care for the world we live in, from the products we make to the ways in which we give back to society. At Aveda, we strive to set an example for environmental leadership and responsibility, not just in the world of beauty, but around the world.
CHAKRA BALANCING BODY MISTS
Refreshing aromatic body sprays based on the seven chakras, formulated to balance mind and body.
PERFORMANCE
• 83% felt more balanced after experiencing a Chakra™ aroma.*
• Promotes balance and relaxation throughout the body.
• Helps to enhance yoga and meditative practices.
*Based on a consumer perception study
APPLICATION
• Chakra Journey Cards guide guests in determining which chakra aroma is needed to promote balance. Cards are laid in front of the guest in random order, and they are asked which three cards they identify with most. Guests then experience each of the three aromas with an Aveda Sensory Journey, and select one aroma. This aroma is likely the right aroma to inspire balance and well-being for that day.
• Spray all over body. Do not use on face.
• Use before yoga or meditation to enhance practice and experience.
SUGGESTED RETAIL PRICE
$30, 100ml
CHAKRA™ BALANCING MASSAGE
An innovative 60-minute spa treatment that helps to center the chakras using massage techniques in conjunction with specially-formulated aromatherauptic Chakra™ Balancing Blends. The treatment combines deep tissue massage, chakra reflexology and chakra visualization techniques—with a focus on harmonizing each of the seven energy chakra centers of the body. Guests are also guided through a gentle meditation, which helps reduce stress, decrease muscular tension and increase the energy and healing potential of the treatment. Please contact your local Aveda salon/spa for pricing.
PERFORMANCE
• Chakra™ Balancing Massage, combined with Chakra Balancing Blends, showed a measurable shift towards balance across all chakras.*
• Scientifically proven to promotes balance and relaxation throughout the body.*
• Scientifically proven to restore energy flow throughout the body.*
*Based on Aveda Bio-Energy Capture test
AVEDA BIO-ENERGY CAPTURE
The Aveda Bio-Energy Capture method of Gas Discharge Visualization (GDV) captures and analyzes an individual’s state of well-being, according to his or her own profile of the seven chakras. A unique, digitized camera captures and measures the overall energy released by each fingertip from both hands, each corresponding to the locations of the seven chakras. The size, intensity, shape, and symmetry of each fingertip image reveals clues about an individual’s physical, emotional, and spiritual states.
Chakra Balancing Mists and Balancing Massage launch in May 2008.
AVEDA CHAKRAS™
Aroma Guide
CHAKRA 1: Muladhara
• What is it? The center where we ground ourselves and take care of our basic needs. When the root chakra is balanced, one has a good energy, a feeling of security and a healthy body awareness. When the root chakra is imbalanced, one feels lethargy, resistance to change and the need to slow down.
• Location: Base of spine, near the tailbone
• Color: Red
• Element: Earth
• Key word: Grounded*
• Key Aroma Ingredients: Certified organic patchouli, certified organic vetiver, and olibanum
CHAKRA 2: Svadhisthana
• What is it? The center of vitality and sensation where we move beyond our basic needs into relationships with others. When the pleasure chakra is balanced, one has stable energy, alertness, unblocked emotions and is connected to all five senses. When the pleasure chakra is imbalanced, one feels repression and feels disconnected to the senses.
• Location: Just below the navel
• Color: Orange
• Element: Water
• Key word: Nourished*
• Key Aroma Ingredients: Certified organic orange, certified organic geranium, and sandalwood.
CHAKRA 3: Manipura
• What is it? The center of motivation where we set our intentions and desires. When the power chakra is balanced, one achieves goals, is self confident and has strong motivation and direction. When the chakra is imbalanced, one experiences mental blocks, nervousness and impatience.
• Location: The solar plexus
• Color: Yellow
• Element: Fire
• Key word: Intention*
• Key Aroma Ingredients: Certified organic lavender, certified organic fir balsam, and certified organic lemon.
CHAKRA 4: Anahata
• What is it? The center of sympathy, empathy and love. When the heart chakra is balanced, one feels love and connection to self and others. When the heart chakra is imbalanced, one feels depression, loss of connection and lack of caring.
• Location: Center of chest
• Color: Green
• Element: Air
• Key word: Harmony*
• Key Aroma Ingredients: Certified organic mandarin, certified organic palmarosa, and sandalwood.
CHAKRA 5: Visuddha
• What is it? The center of creativity, self-expression and communication. When the throat chakra is balanced, one has inner trust, inner reliance and easily expresses their ideas and thoughts. When the throat chakra is imbalanced, one feels selfish, has feelings of rejection and has difficulty in expressing oneself.
• Location: The throat
• Color: Light blue
• Element: Infinity
• Key word: Expression*
• Key Aroma Ingredients: Certified organic grapefruit, certified organic rosemary and organic ylang ylang.
CHAKRA 6: Ajna
• What is it? The center of intuition, imagination and perception. When the intuition chakra is balanced, one feels strong intuition, a connection to oneself and mentally fit.
• Location: Between the eyebrows
• Color: Dark blue
• Element: All elements
• Key word: Insight*
• Key Aroma Ingredients: Certified organic petitgrain, certified organic orange, and certified organic geranium.
CHAKRA 7: Sahasrara
• What is it? The center of connecting to something greater than oneself, and expressing wisdom and enlightenment. When the crown chakra is balanced, one feels strong, unclouded and joy for life. When the crown chakra is imbalanced, one feels loss of self, spiritual abandonment and lack of connection to the universe.
• Location: Crown of the head
• Color: Violet
• Element: All elements
• Key word: Wisdom*
• Key Aroma Ingredients: Certified organic angelica root, certified organic elemi, and olibanum.
*Indicates the experience felt when a chakra is balanced.
COLORS FROM THE EARTH
AVEDA URUKU MAKEUP
Colors from the Earth: New Makeup Formulas, New Shades
NEW YORK (September 15, 2008)—To coincide with the Company’s 30th year anniversary, Aveda™ celebrates the culture and heritage of the Yawanawa peoples of the Brazilian Amazon with the re-launch of its Uruku makeup collection. A new, refreshing Uruku Lip Pigment formula and Uruku Bronzer are formulated with rich annatto pigment from the urukum shrub, organically grown by the Yawanawa Tribe in Brazil. The Uruku collection also debuts a new, luxurious, non-animal Uruku Bronzer Brush, along with new packaging inspired by the Yawanawa. From Brazil to Aveda, Uruku reflects how indigenous art and culture can inspire modern beauty.
PARTNERS IN BEAUTY: AVEDA AND THE YAWANAWA
Deep in the Brazilian Amazon, the Yawanawa People paint their faces and bodies with a vivid red
pigment, (also called annatto), derived from the seeds of the urukum shrub. Since 1993, Aveda has collaborated with the Yawanawa to organically grow urukum to color Aveda’s Uruku collection. The partnership fosters economic independence for the Yawanawa and helps them to protect their sacred land—which in turn helps promote a healthy rainforest ecosystem.
AVEDA’S TREK TO THE AMAZON
For inspiration in creating the Uruku collection and makeup looks, Aveda global makeup artist, Rudy Miles, traveled to the Amazon to visit the Yawanawa. There, Miles participated in the tribe’s traditional face and body painting rituals—taking the same red pigment used by Aveda, and applying it to the skin in tribal shapes. These important tribal symbols are present throughout the Aveda Uruku collection, embossed onto powder and packaging.
PACKAGING
The same annatto pigment that enriches Uruku makeup collection glazes the surface of new unit carton packaging. New packaging, composed of 50% post-consumer recycled, 50% Forest-Stewardship Council (FSC) and 100% wind power generated paper, is also adorned with symbols used in Yawanawa face painting ceremonies. As partners in design, Aveda compensated the Yawanawa for the use of their symbols, which include:
• ♦ The diamond—inspired by the anaconda snake, believed to be a teacher of wisdom and healing.
• › The arrow—a symbol of courage and strength.
• ►The fish—representing the sustenance of life.
“The symbols reflect our spirit and that of the rainforest, which is sacred to our people. They also remind us of the importance of caring for the earth.” - Tashka Yawanawa, chief of the Yawanawa People
LAUNCH
September 15, 2008
AVAILABILITY
Available in Aveda salons, spas, stores and online at www.aveda.com.
AVEDA URUKU MAKEUP COLLECTION
Product Line-Up
URUKU BRONZER
New to the Uruku line-up, the Uruku Bronzer combines the power of high performance botanicals and minerals for a smooth and natural, sun-kissed glow. Each duo-shade bronzer is embossed with a diamond symbol representing the Yawanawa anaconda snake.
Key Benefits
• Formulated without synthetic pigments. Synthetic pigments are replaced with annatto, a powdered pigment from urukum, and mica, a light-reflecting mineral. Delivers lasting color for all skin types.
• Helps protect and condition skin. Tocopherol, a natural vitamin E from soy, contains antioxidants; soy emollients condition skin.
Application: Using the Uruku Bronzing Brush, place brush head in pan and swirl. Tap off excess product. Sweep over nose, forehead, cheeks, chin, neck, and décolleté, blending well. Build to desired intensity.
Shades: Amazonia, Brazilian Sun and Bossa Glow
Suggested retail: $22.50
BRONZER BRUSH
Also new to the collection, a set featuring a Kabuki style brush and Uruku Bronzer combo.
Features
• Non-animal, cruelty-free taklon bristles are luxuriously soft.
• Eco-dyed bristles in red-orange hues add color inspired by urukum pigment.
• 25% post-consumer recycled short handle made of metallic bronze aluminum.
• Certified organic cotton pouch printed with the Yawanawa anaconda snake (diamond symbol) accompanies each brush for on-the-go touch-ups.
Suggested retail: $37.50
URUKU LIP PIGMENT
A refreshing, new formula infused with 100% color from the earth and Brazilian botanical oils for smooth, hydrating color. Available in two finishes: Full Coverage for rich, creamy texture and Sheer Coverage for translucent color.
Key Benefits
• Formulated without synthetic pigments. Synthetic pigments are replaced with annatto, a powdered pigment from urukum, and mica, a light-reflecting mineral. Delivers lasting color for all skin types.
• Conditions lips with Brazilian botanical oils of organic babassu, maracuja (passion flower), pequi and annatto.
Application: Apply Lip Color following the natural contour of lips. For a more precise application, apply with Aveda Flax Sticks Lip Brush or the new Envirometal™ Retractable Lip Brush.
Shades: NEW Arrowroot, NEW Maracuja, NEW Sheer Ivory Nut, Golden Bixa, Annatto Clay, Orellana Sun, Laelia, Sheer Cassava, Sheer Camellia Glow, Sheer Taro, Sheer Red Ambrosia Fire, Sheer Ochre
Aroma: A sweet, refreshing blend 100% certified organic essential oils of vanilla, anise, cinnamon and spearmint with a hint of peppermint.
Suggested retail: $14.00
URUKU EYE ACCENT
A lightweight creme-to-powder shadow that delivers a wash of silky color without creasing. Goes on creamy, then dries to a powdery, crease-resistant finish.
Key Benefits
• Conditioning. Formulated with annatto pigment and moisture-rich, protecting botanicals of certified organic babassu oil and U.S. patented cupuaçu conditioning complex.
Application: Apply as a primer or as a long-wearing, silky wash of color.
Shades: Acacia, New Duna, Yuca, New Caja
Suggested retail: $16.00
URUKU CHEEK/LIP CREME
Creamy and lightweight, the Cheek/Lip Creme delivers natural, build-able color for a fresh, healthy glow to cheeks and lips.
Key Benefits
• Conditioning. Formulated with annatto pigment and moisture-rich, protecting botanicals of certified organic babassu oil and U.S. patented cupuaçu conditioning complex.
Application: Blend onto cheeks and/or lips with fingertips.
Shades: Roselle, Canna, Guava, NEW Solara
Aroma: An uplifting blend of 100% certified organic essential oils of peppermint, anis, cinnamon and basil.
Suggested retail: $16.00
URUKU EYE-LIP COLOR LINER
Creamy, smudge resistant, defining color for eyes and lips.
Key Benefits
• Conditioning. Formulated with annatto pigment and U.S. patented cupuaçu conditioning complex.
Application: Eyes: apply to entire eyelid. Lips: follow natural contours, working from the outside of lips.
Shades: Kava, Verona, Morena
Suggested retail: $12.50
Colors from the Earth: New Makeup Formulas, New Shades
NEW YORK (September 15, 2008)—To coincide with the Company’s 30th year anniversary, Aveda™ celebrates the culture and heritage of the Yawanawa peoples of the Brazilian Amazon with the re-launch of its Uruku makeup collection. A new, refreshing Uruku Lip Pigment formula and Uruku Bronzer are formulated with rich annatto pigment from the urukum shrub, organically grown by the Yawanawa Tribe in Brazil. The Uruku collection also debuts a new, luxurious, non-animal Uruku Bronzer Brush, along with new packaging inspired by the Yawanawa. From Brazil to Aveda, Uruku reflects how indigenous art and culture can inspire modern beauty.
PARTNERS IN BEAUTY: AVEDA AND THE YAWANAWA
Deep in the Brazilian Amazon, the Yawanawa People paint their faces and bodies with a vivid red
pigment, (also called annatto), derived from the seeds of the urukum shrub. Since 1993, Aveda has collaborated with the Yawanawa to organically grow urukum to color Aveda’s Uruku collection. The partnership fosters economic independence for the Yawanawa and helps them to protect their sacred land—which in turn helps promote a healthy rainforest ecosystem.
AVEDA’S TREK TO THE AMAZON
For inspiration in creating the Uruku collection and makeup looks, Aveda global makeup artist, Rudy Miles, traveled to the Amazon to visit the Yawanawa. There, Miles participated in the tribe’s traditional face and body painting rituals—taking the same red pigment used by Aveda, and applying it to the skin in tribal shapes. These important tribal symbols are present throughout the Aveda Uruku collection, embossed onto powder and packaging.
PACKAGING
The same annatto pigment that enriches Uruku makeup collection glazes the surface of new unit carton packaging. New packaging, composed of 50% post-consumer recycled, 50% Forest-Stewardship Council (FSC) and 100% wind power generated paper, is also adorned with symbols used in Yawanawa face painting ceremonies. As partners in design, Aveda compensated the Yawanawa for the use of their symbols, which include:
• ♦ The diamond—inspired by the anaconda snake, believed to be a teacher of wisdom and healing.
• › The arrow—a symbol of courage and strength.
• ►The fish—representing the sustenance of life.
“The symbols reflect our spirit and that of the rainforest, which is sacred to our people. They also remind us of the importance of caring for the earth.” - Tashka Yawanawa, chief of the Yawanawa People
LAUNCH
September 15, 2008
AVAILABILITY
Available in Aveda salons, spas, stores and online at www.aveda.com.
AVEDA URUKU MAKEUP COLLECTION
Product Line-Up
URUKU BRONZER
New to the Uruku line-up, the Uruku Bronzer combines the power of high performance botanicals and minerals for a smooth and natural, sun-kissed glow. Each duo-shade bronzer is embossed with a diamond symbol representing the Yawanawa anaconda snake.
Key Benefits
• Formulated without synthetic pigments. Synthetic pigments are replaced with annatto, a powdered pigment from urukum, and mica, a light-reflecting mineral. Delivers lasting color for all skin types.
• Helps protect and condition skin. Tocopherol, a natural vitamin E from soy, contains antioxidants; soy emollients condition skin.
Application: Using the Uruku Bronzing Brush, place brush head in pan and swirl. Tap off excess product. Sweep over nose, forehead, cheeks, chin, neck, and décolleté, blending well. Build to desired intensity.
Shades: Amazonia, Brazilian Sun and Bossa Glow
Suggested retail: $22.50
BRONZER BRUSH
Also new to the collection, a set featuring a Kabuki style brush and Uruku Bronzer combo.
Features
• Non-animal, cruelty-free taklon bristles are luxuriously soft.
• Eco-dyed bristles in red-orange hues add color inspired by urukum pigment.
• 25% post-consumer recycled short handle made of metallic bronze aluminum.
• Certified organic cotton pouch printed with the Yawanawa anaconda snake (diamond symbol) accompanies each brush for on-the-go touch-ups.
Suggested retail: $37.50
URUKU LIP PIGMENT
A refreshing, new formula infused with 100% color from the earth and Brazilian botanical oils for smooth, hydrating color. Available in two finishes: Full Coverage for rich, creamy texture and Sheer Coverage for translucent color.
Key Benefits
• Formulated without synthetic pigments. Synthetic pigments are replaced with annatto, a powdered pigment from urukum, and mica, a light-reflecting mineral. Delivers lasting color for all skin types.
• Conditions lips with Brazilian botanical oils of organic babassu, maracuja (passion flower), pequi and annatto.
Application: Apply Lip Color following the natural contour of lips. For a more precise application, apply with Aveda Flax Sticks Lip Brush or the new Envirometal™ Retractable Lip Brush.
Shades: NEW Arrowroot, NEW Maracuja, NEW Sheer Ivory Nut, Golden Bixa, Annatto Clay, Orellana Sun, Laelia, Sheer Cassava, Sheer Camellia Glow, Sheer Taro, Sheer Red Ambrosia Fire, Sheer Ochre
Aroma: A sweet, refreshing blend 100% certified organic essential oils of vanilla, anise, cinnamon and spearmint with a hint of peppermint.
Suggested retail: $14.00
URUKU EYE ACCENT
A lightweight creme-to-powder shadow that delivers a wash of silky color without creasing. Goes on creamy, then dries to a powdery, crease-resistant finish.
Key Benefits
• Conditioning. Formulated with annatto pigment and moisture-rich, protecting botanicals of certified organic babassu oil and U.S. patented cupuaçu conditioning complex.
Application: Apply as a primer or as a long-wearing, silky wash of color.
Shades: Acacia, New Duna, Yuca, New Caja
Suggested retail: $16.00
URUKU CHEEK/LIP CREME
Creamy and lightweight, the Cheek/Lip Creme delivers natural, build-able color for a fresh, healthy glow to cheeks and lips.
Key Benefits
• Conditioning. Formulated with annatto pigment and moisture-rich, protecting botanicals of certified organic babassu oil and U.S. patented cupuaçu conditioning complex.
Application: Blend onto cheeks and/or lips with fingertips.
Shades: Roselle, Canna, Guava, NEW Solara
Aroma: An uplifting blend of 100% certified organic essential oils of peppermint, anis, cinnamon and basil.
Suggested retail: $16.00
URUKU EYE-LIP COLOR LINER
Creamy, smudge resistant, defining color for eyes and lips.
Key Benefits
• Conditioning. Formulated with annatto pigment and U.S. patented cupuaçu conditioning complex.
Application: Eyes: apply to entire eyelid. Lips: follow natural contours, working from the outside of lips.
Shades: Kava, Verona, Morena
Suggested retail: $12.50
NATURE ILLUMINATES
NATURE ILLUMINATES
AVEDA INTRODUCES ENBRIGHTENMENT™ SKIN CARE
New York (February 2009)—Aveda™ achieves professional results with Enbrightenment™ skin care—a four-step daily regimen plus twice-weekly masque infused with powerful plant actives to diminish the appearance of dark spots and discolorations and improve skin’s visible clarity. Enbrightenment™ uses a multi-pronged approach to skin brightening that promotes a more even skin tone, helps protect against environmental aggressors, soothes, exfoliates and hydrates skin—creating a luminous, clear complexion.
The Enbrightenment™ skincare line-up launches in February 15, 2009 and includes:
• Enbrightenment™ Brightening Cleanser
• Enbrightenment™ Brightening Treatment Toner
• Enbrightenment™ Brightening Correcting Serum
• Enbrightenment™ Brightening Correcting Lotion
• Enbrightenment™ Brightening Correcting Creme
• Enbrightenment™ Brightening Intensive Massage Masque
Clinically proven to perform in just eight weeks*:
• 34% reduction in the appearance of discoloration/dark spots
• 52% improvement in visible clarity
PERFORMANCE
• Brightens using a process that reduces the appearance of pre-existing dark spots by breaking them down through exfoliation.
• Helps prevent new dark spots and discoloration with anti-oxidants which help fight free radical oxidation.
• Soothes skin and reduces irritation that can lead to dark spots.
• Illuminates skin with Aveda’s proprietary, plant-derived Skin Brightening Blend.
KEY INGREDIENTS
Enbrightenment™ products are up to 99.7% naturally derived and include:
• 100% Naturally-Derived Skin Brightening Blend—soothes skin and diminishes the appearance of dark spots with a proprietary blend of scutellaria (a perennial herb), mulberry root and grape extracts.**1
• Ascorbyl glucoside (Vitamin C)—a protective antioxidant that brightens skin and helps diminish the appearance of dark spots and discoloration.
• Glucosamine—aids in moisturization; smoothes and exfoliates for a more even skin tone. Derived from plant biofermentation.
• Brown algae—helps diminish the appearance of dark spots and discoloration for a more even tone.
• Naturally-derived salicylic acid—derived from oil of wintergreen; exfoliates skin for a more even skin tone.
• Organic shea butter—hydrates, protects and repairs skin’s moisture barrier.
• Rosemary leaf extract—an anti-irritant and antioxidant to soothe and protect skin.
*Based on clinical testing using the 5-step Enbrightenment™ regimen, plus an SPF 15.
**Note: Skin Brightening Blend not present in Enbrightenment™ Brightening Cleanser
• Sodium hyaluronate—aids in hydration, protecting and restoring moisture barrier. Derived from plant biofermentation.
• Organic aloe vera leaf extract—soothes skin and acts as an anti-irritant.
AROMA
A functional aroma featuring organic lavender, sustainably-sourced sandalwood, organic rose geranium, and organic rosemary essential oils to soothe and calm the senses.
THE ENBRIGHTENMENT™ 4-STEP REGIMEN
STEP 1: CLEANSE
Enbrightenment™ Cleanser
• What is it? A daily cleanser that lathers up to gently wash away dull surface cells; improves skin clarity.
• Hero Ingredients: Rosemary extract, organic aloe vera extract and gentian lutea extract.
• Usage: Work into a lather in hands, then massage gently onto damp skin using circular motions, avoiding eye area. Rinse well with warm water and pat skin dry. AM and PM use.
• Suggested Retail Price: $35, 125ml
STEP 2: TONE
Enbrightenment™ Brightening Treatment Toner
• What is it? A plant-powered brightening blend to help promote increased surface cell turnover, leaving skin exfoliated and moisturized for a more even skin tone.
• Hero Ingredients: Aveda’s proprietary Skin Brightening Blend, ascorbyl glucoside, glucosamine HCI, sodium hyaluronate and salicylic acid.
• Usage: After cleansing, smooth over face with a saturated cotton pad, or gently pat onto skin with fingertips, avoiding eye area. AM and PM use.
• Suggested Retail Price: $42, 150ml
STEP 3: TREAT AND CORRECT
Enbrightenment™ Brightening Correcting Serum
• What is it? A highly concentrated plant-powered brightening serum that diminishes the appearance of dark spots and discoloration.
• Hero Ingredients: Aveda’s proprietary Skin Brightening Blend, ascorbyl glucoside, glucosamine HCI, and salicylic acid.
• Usage: Smooth onto face, neck and décolleté after cleansing and toning. AM and PM use.
• Suggested Retail Price: $50, 30ml
STEP 4: MOISTURIZE
Enbrightenment™ Brightening Correcting Lotion
• What is it? A light day lotion that diminishes the appearance of dark spots while helping protect skin against environmental aggressors. Moisturizers help keep skin smooth and supple.
• Hero Ingredients: Aveda’s proprietary Skin Brightening Blend, ascorbyl glucoside, rosemary leaf extract, vitamin E, organic shea butter and sodium hyaluronate.
• Usage: Smooth onto face, neck and décolleté a.m. and p.m. following Enbrightenment Correcting Serum.
• Suggested Retail Price: $50, 50ml
- or –
Enbrightenment™ Brightening Correcting Creme
• What is it? A powerful gel-like cream infused with plant emollients to deliver deep, long-lasting moisture while helping to strengthen the skin’s moisture barrier. Helps diminish the appearance of dark spots.
• Hero Ingredients: Aveda’s proprietary Skin Brightening Blend, ascorbyl glucoside, organic shea butter, soybean extract and ceramide 3.
• Usage: Smooth onto face, neck and décolleté following Enbrightenment Correcting Serum a.m. and p.m. for intense moisture.
• Suggested Retail Price: $55, 50ml
WEEKLY TREATMENT: INTENSIFY LUMINOSITY
Enbrightenment™ Brightening Intensive Massage Masque
• What is it? An intensive hydrating treatment that delivers luminosity and clarity. Emollients and nutrients provide moisture, enhance skin’s visible radiance and helps even skin tone.
• Hero Ingredients: Aveda’s proprietary Skin Brightening Blend, ascorbyl glucoside, vitamin C, vitamin E, organic shea butter and organic palm oil.
• Usage: Apply a generous amount to face, neck and décolleté and massage into skin using gentle, circular motions concentrating on areas with discoloration. Allow masque to rest on skin for 8 minutes. Tissue off any excess product. Use twice weekly.
• Suggested Retail Price: $45, 125ml
AVEDA’S COMMITMENT TO LOCAL FARMERS
• Sandalwood oil—Aveda’s quest for the Earth’s finest sandalwood oil that can be traceably sourced brought the Company to indigenous communities in Western Australia. For the indigenous Mardu peoples, the harvesting of sandalwood provides a sustainable economic base for its people, while assuring responsible sourcing and harvesting practices for Aveda.
• Certified organic rose geranium oil—Aveda collaborates with 30 organic farms throughout South Africa for its certified organic rose geranium oil. The partnership allows local families to return to their villages and farms from big cities, and is an important first step to reclaiming their land and their livelihood.
PACKAGING
• Enbrightenment™ Brightening Cleanser: packaged in a 35% PCR LDPE tube.
• Enbrightenment™ Brightening Treatment Toner: PET bottle.
• Enbrightenment™ Brightening Correcting Serum: encased in a 100% PCR PET bottle.
• Enbrightenment™ Brightening Correcting Lotion: packaged in a 100% PCR PET bottle.
• Enbrightenment™ Brightening Correcting Creme: packaged in a 100% PCR PET jar.
• Enbrightenment™ Brightening Intensive Massage Masque: encased in a 35% PCR LDPE tube.
Enbrightenment™ is available in Aveda salons, spas, stores and online at aveda.com in February 2009. Please visit aveda.com or call 800.328.0849 for locations.
Our mission at Aveda is to care for the world we live in, from the products we make to the ways in which we give back to society. At Aveda, we strive to set an example for environmental leadership and responsibility, not just in the world of beauty, but around the world.
AVEDA INTRODUCES ENBRIGHTENMENT™ SKIN CARE
New York (February 2009)—Aveda™ achieves professional results with Enbrightenment™ skin care—a four-step daily regimen plus twice-weekly masque infused with powerful plant actives to diminish the appearance of dark spots and discolorations and improve skin’s visible clarity. Enbrightenment™ uses a multi-pronged approach to skin brightening that promotes a more even skin tone, helps protect against environmental aggressors, soothes, exfoliates and hydrates skin—creating a luminous, clear complexion.
The Enbrightenment™ skincare line-up launches in February 15, 2009 and includes:
• Enbrightenment™ Brightening Cleanser
• Enbrightenment™ Brightening Treatment Toner
• Enbrightenment™ Brightening Correcting Serum
• Enbrightenment™ Brightening Correcting Lotion
• Enbrightenment™ Brightening Correcting Creme
• Enbrightenment™ Brightening Intensive Massage Masque
Clinically proven to perform in just eight weeks*:
• 34% reduction in the appearance of discoloration/dark spots
• 52% improvement in visible clarity
PERFORMANCE
• Brightens using a process that reduces the appearance of pre-existing dark spots by breaking them down through exfoliation.
• Helps prevent new dark spots and discoloration with anti-oxidants which help fight free radical oxidation.
• Soothes skin and reduces irritation that can lead to dark spots.
• Illuminates skin with Aveda’s proprietary, plant-derived Skin Brightening Blend.
KEY INGREDIENTS
Enbrightenment™ products are up to 99.7% naturally derived and include:
• 100% Naturally-Derived Skin Brightening Blend—soothes skin and diminishes the appearance of dark spots with a proprietary blend of scutellaria (a perennial herb), mulberry root and grape extracts.**1
• Ascorbyl glucoside (Vitamin C)—a protective antioxidant that brightens skin and helps diminish the appearance of dark spots and discoloration.
• Glucosamine—aids in moisturization; smoothes and exfoliates for a more even skin tone. Derived from plant biofermentation.
• Brown algae—helps diminish the appearance of dark spots and discoloration for a more even tone.
• Naturally-derived salicylic acid—derived from oil of wintergreen; exfoliates skin for a more even skin tone.
• Organic shea butter—hydrates, protects and repairs skin’s moisture barrier.
• Rosemary leaf extract—an anti-irritant and antioxidant to soothe and protect skin.
*Based on clinical testing using the 5-step Enbrightenment™ regimen, plus an SPF 15.
**Note: Skin Brightening Blend not present in Enbrightenment™ Brightening Cleanser
• Sodium hyaluronate—aids in hydration, protecting and restoring moisture barrier. Derived from plant biofermentation.
• Organic aloe vera leaf extract—soothes skin and acts as an anti-irritant.
AROMA
A functional aroma featuring organic lavender, sustainably-sourced sandalwood, organic rose geranium, and organic rosemary essential oils to soothe and calm the senses.
THE ENBRIGHTENMENT™ 4-STEP REGIMEN
STEP 1: CLEANSE
Enbrightenment™ Cleanser
• What is it? A daily cleanser that lathers up to gently wash away dull surface cells; improves skin clarity.
• Hero Ingredients: Rosemary extract, organic aloe vera extract and gentian lutea extract.
• Usage: Work into a lather in hands, then massage gently onto damp skin using circular motions, avoiding eye area. Rinse well with warm water and pat skin dry. AM and PM use.
• Suggested Retail Price: $35, 125ml
STEP 2: TONE
Enbrightenment™ Brightening Treatment Toner
• What is it? A plant-powered brightening blend to help promote increased surface cell turnover, leaving skin exfoliated and moisturized for a more even skin tone.
• Hero Ingredients: Aveda’s proprietary Skin Brightening Blend, ascorbyl glucoside, glucosamine HCI, sodium hyaluronate and salicylic acid.
• Usage: After cleansing, smooth over face with a saturated cotton pad, or gently pat onto skin with fingertips, avoiding eye area. AM and PM use.
• Suggested Retail Price: $42, 150ml
STEP 3: TREAT AND CORRECT
Enbrightenment™ Brightening Correcting Serum
• What is it? A highly concentrated plant-powered brightening serum that diminishes the appearance of dark spots and discoloration.
• Hero Ingredients: Aveda’s proprietary Skin Brightening Blend, ascorbyl glucoside, glucosamine HCI, and salicylic acid.
• Usage: Smooth onto face, neck and décolleté after cleansing and toning. AM and PM use.
• Suggested Retail Price: $50, 30ml
STEP 4: MOISTURIZE
Enbrightenment™ Brightening Correcting Lotion
• What is it? A light day lotion that diminishes the appearance of dark spots while helping protect skin against environmental aggressors. Moisturizers help keep skin smooth and supple.
• Hero Ingredients: Aveda’s proprietary Skin Brightening Blend, ascorbyl glucoside, rosemary leaf extract, vitamin E, organic shea butter and sodium hyaluronate.
• Usage: Smooth onto face, neck and décolleté a.m. and p.m. following Enbrightenment Correcting Serum.
• Suggested Retail Price: $50, 50ml
- or –
Enbrightenment™ Brightening Correcting Creme
• What is it? A powerful gel-like cream infused with plant emollients to deliver deep, long-lasting moisture while helping to strengthen the skin’s moisture barrier. Helps diminish the appearance of dark spots.
• Hero Ingredients: Aveda’s proprietary Skin Brightening Blend, ascorbyl glucoside, organic shea butter, soybean extract and ceramide 3.
• Usage: Smooth onto face, neck and décolleté following Enbrightenment Correcting Serum a.m. and p.m. for intense moisture.
• Suggested Retail Price: $55, 50ml
WEEKLY TREATMENT: INTENSIFY LUMINOSITY
Enbrightenment™ Brightening Intensive Massage Masque
• What is it? An intensive hydrating treatment that delivers luminosity and clarity. Emollients and nutrients provide moisture, enhance skin’s visible radiance and helps even skin tone.
• Hero Ingredients: Aveda’s proprietary Skin Brightening Blend, ascorbyl glucoside, vitamin C, vitamin E, organic shea butter and organic palm oil.
• Usage: Apply a generous amount to face, neck and décolleté and massage into skin using gentle, circular motions concentrating on areas with discoloration. Allow masque to rest on skin for 8 minutes. Tissue off any excess product. Use twice weekly.
• Suggested Retail Price: $45, 125ml
AVEDA’S COMMITMENT TO LOCAL FARMERS
• Sandalwood oil—Aveda’s quest for the Earth’s finest sandalwood oil that can be traceably sourced brought the Company to indigenous communities in Western Australia. For the indigenous Mardu peoples, the harvesting of sandalwood provides a sustainable economic base for its people, while assuring responsible sourcing and harvesting practices for Aveda.
• Certified organic rose geranium oil—Aveda collaborates with 30 organic farms throughout South Africa for its certified organic rose geranium oil. The partnership allows local families to return to their villages and farms from big cities, and is an important first step to reclaiming their land and their livelihood.
PACKAGING
• Enbrightenment™ Brightening Cleanser: packaged in a 35% PCR LDPE tube.
• Enbrightenment™ Brightening Treatment Toner: PET bottle.
• Enbrightenment™ Brightening Correcting Serum: encased in a 100% PCR PET bottle.
• Enbrightenment™ Brightening Correcting Lotion: packaged in a 100% PCR PET bottle.
• Enbrightenment™ Brightening Correcting Creme: packaged in a 100% PCR PET jar.
• Enbrightenment™ Brightening Intensive Massage Masque: encased in a 35% PCR LDPE tube.
Enbrightenment™ is available in Aveda salons, spas, stores and online at aveda.com in February 2009. Please visit aveda.com or call 800.328.0849 for locations.
Our mission at Aveda is to care for the world we live in, from the products we make to the ways in which we give back to society. At Aveda, we strive to set an example for environmental leadership and responsibility, not just in the world of beauty, but around the world.
AVEDA: Leader in environmental sustainability
AVEDA SETS GROUNDBREAKING STANDARD IN SUSTAINABILITY FOR BEAUTY INDUSTRY
Earns Cradle to Cradle Endorsement and Certification from Experts Braungart and McDonough
Blaine, Minn. (April 29, 2009) — Global sustainability leader Aveda™ today announced it has become the first beauty company in the world and only the second U.S. company in any industry to receive a Cradle to Cradle (C2C) sustainability endorsement, with seven Aveda products achieving Gold Level C2C certification.
Today's endorsement comes from sustainability consultancy McDonough Braungart Design Chemistry, LLC (MBDC), the firm that pioneered the concept of Cradle to Cradle design, and the implementation of eco-effective design principles. Cradle to Cradle product certifications, completed by MBDC and its affiliate, the Hamburg, Germany-based Environmental Protection and Encouragement Agency (EPEA), recognize Aveda's recent extraordinary efforts to develop products and processes that conform to the world's most advanced standards for intelligent design, sustainable stewardship and reuse of materials.
C2C endorsement recognizes companies' efforts in developing environmentally-intelligent products with a goal of eliminating waste entirely. EPEA, founded by life-cycle expert, Professor Michael Braungart, and MBDC, co-founded by Braungart and renowned designer and green architect, William McDonough, are the global leaders in certification of sustainable processes, products and services.
The endorsement by MBDC adds to Aveda's impressive record of environmental sustainability. Throughout Aveda's 30-year history, the company's accomplishments have included the pioneering use of wind energy in the beauty industry, leadership in the use of recyclable packaging and support of organic agriculture.
Aveda's C2C certification and endorsement are the culmination of 30 years of socially and environmentally responsible business practices. This latest milestone comes at a time when the U.S. administration and national governments around the world are issuing calls for businesses to adopt energy and operational practices to advance environmental responsibility and help stimulate economic growth, an approach Aveda has pursued since its founding in 1978.
"As the first beauty company to achieve Cradle to Cradle endorsement, Aveda is recognized as a leader in intelligent design," said Aveda President, Dominique Conseil. "Designing and manufacturing products can be environmentally responsible when environmental goals are factored into the concept at the very beginning. At Aveda, we believe that authentic beauty cares for the environment which we inherited from elders, and will leave to generations that follow."
Conseil noted that Aveda's adherence to its core environmental values has been nurtured alongside growth in sales and profit. The company has made remarkable progress in energy conservation and the use of renewable energy and is currently the largest buyer of green energy in Minnesota and the 32nd largest purchaser in the US. And these strides have been made without compromising business performance. The company's sales have grown five times in 10 years.
The C2C endorsement recognizes Aveda not just for the products it creates, but for the company's overall commitment to ingredients, materials, and processes to create a positive environmental footprint.
Aveda received Gold C2C designation for seven key products and Silver C2C designation for its packaging. The Gold certified products are: Aveda Smooth Infusion Shampoo; Smooth Infusion Conditioner; Aveda Dry Remedy Moisturizing Shampoo; Dry Remedy Moisturizing Conditioner; Aveda Men Pure-Formance Shampoo; Aveda Men Pure-Formance Conditioner; and Green Science Firming Face Creme.
To date, no other beauty products have been awarded Gold C2C certification.
"Aveda has been at the forefront of the environmental movement within the beauty industry since its inception and they continue to innovate by fully embracing Cradle to Cradle design," said Professor Michael Braungart, CEO of EPEA. "Aveda is making a difference and ensuring that what they design is beneficial to the biosphere." In 2006, EPEA also endorsed Aveda's Green Ingredient Policy, which it developed to help ensure product ingredient integrity.
MBDC co-founder William McDonough praised Aveda's accomplishments and the company's vision. "For our society to flourish, we must design products and systems based on patterns found in nature, eliminating the concept of waste entirely and creating an abundance that is healthy and sustaining," he said.
Aveda's C2C endorsement is expected to signal an important change within the beauty industry and catalyze sustainable product development and manufacturing. "We can change the world by changing the way the world does business," said Conseil.
Aveda™, The Art and Science of Pure Flower and Plant Essences™, was founded in 1978 with the goal of providing beauty industry professionals with high performance, botanically based products that would be better for service providers and their guests, as well as for the planet. Aveda manufactures professional plant-based hair care, skin care, makeup, Pure-Fume™ and lifestyle products. Headquartered in Blaine, Minnesota, Aveda is available in Aveda stores, on www.aveda.com, and in nearly 7,000 professional hair salons and spas in 29 countries worldwide.
Aveda's numerous corporate and social responsibility associations include CERES (Coalition for Environmentally Responsible Economies), ISO (International Organization for Standardization), Coop-America/Green Business Network, SVN (Social Venture Network), BSR (Business for Social Responsibility), Environmental Grant Makers, American Botanical Association, Organic Trade Association, National Recycling Coalition, and the U.S. Green Building Council.
Earns Cradle to Cradle Endorsement and Certification from Experts Braungart and McDonough
Blaine, Minn. (April 29, 2009) — Global sustainability leader Aveda™ today announced it has become the first beauty company in the world and only the second U.S. company in any industry to receive a Cradle to Cradle (C2C) sustainability endorsement, with seven Aveda products achieving Gold Level C2C certification.
Today's endorsement comes from sustainability consultancy McDonough Braungart Design Chemistry, LLC (MBDC), the firm that pioneered the concept of Cradle to Cradle design, and the implementation of eco-effective design principles. Cradle to Cradle product certifications, completed by MBDC and its affiliate, the Hamburg, Germany-based Environmental Protection and Encouragement Agency (EPEA), recognize Aveda's recent extraordinary efforts to develop products and processes that conform to the world's most advanced standards for intelligent design, sustainable stewardship and reuse of materials.
C2C endorsement recognizes companies' efforts in developing environmentally-intelligent products with a goal of eliminating waste entirely. EPEA, founded by life-cycle expert, Professor Michael Braungart, and MBDC, co-founded by Braungart and renowned designer and green architect, William McDonough, are the global leaders in certification of sustainable processes, products and services.
The endorsement by MBDC adds to Aveda's impressive record of environmental sustainability. Throughout Aveda's 30-year history, the company's accomplishments have included the pioneering use of wind energy in the beauty industry, leadership in the use of recyclable packaging and support of organic agriculture.
Aveda's C2C certification and endorsement are the culmination of 30 years of socially and environmentally responsible business practices. This latest milestone comes at a time when the U.S. administration and national governments around the world are issuing calls for businesses to adopt energy and operational practices to advance environmental responsibility and help stimulate economic growth, an approach Aveda has pursued since its founding in 1978.
"As the first beauty company to achieve Cradle to Cradle endorsement, Aveda is recognized as a leader in intelligent design," said Aveda President, Dominique Conseil. "Designing and manufacturing products can be environmentally responsible when environmental goals are factored into the concept at the very beginning. At Aveda, we believe that authentic beauty cares for the environment which we inherited from elders, and will leave to generations that follow."
Conseil noted that Aveda's adherence to its core environmental values has been nurtured alongside growth in sales and profit. The company has made remarkable progress in energy conservation and the use of renewable energy and is currently the largest buyer of green energy in Minnesota and the 32nd largest purchaser in the US. And these strides have been made without compromising business performance. The company's sales have grown five times in 10 years.
The C2C endorsement recognizes Aveda not just for the products it creates, but for the company's overall commitment to ingredients, materials, and processes to create a positive environmental footprint.
Aveda received Gold C2C designation for seven key products and Silver C2C designation for its packaging. The Gold certified products are: Aveda Smooth Infusion Shampoo; Smooth Infusion Conditioner; Aveda Dry Remedy Moisturizing Shampoo; Dry Remedy Moisturizing Conditioner; Aveda Men Pure-Formance Shampoo; Aveda Men Pure-Formance Conditioner; and Green Science Firming Face Creme.
To date, no other beauty products have been awarded Gold C2C certification.
"Aveda has been at the forefront of the environmental movement within the beauty industry since its inception and they continue to innovate by fully embracing Cradle to Cradle design," said Professor Michael Braungart, CEO of EPEA. "Aveda is making a difference and ensuring that what they design is beneficial to the biosphere." In 2006, EPEA also endorsed Aveda's Green Ingredient Policy, which it developed to help ensure product ingredient integrity.
MBDC co-founder William McDonough praised Aveda's accomplishments and the company's vision. "For our society to flourish, we must design products and systems based on patterns found in nature, eliminating the concept of waste entirely and creating an abundance that is healthy and sustaining," he said.
Aveda's C2C endorsement is expected to signal an important change within the beauty industry and catalyze sustainable product development and manufacturing. "We can change the world by changing the way the world does business," said Conseil.
Aveda™, The Art and Science of Pure Flower and Plant Essences™, was founded in 1978 with the goal of providing beauty industry professionals with high performance, botanically based products that would be better for service providers and their guests, as well as for the planet. Aveda manufactures professional plant-based hair care, skin care, makeup, Pure-Fume™ and lifestyle products. Headquartered in Blaine, Minnesota, Aveda is available in Aveda stores, on www.aveda.com, and in nearly 7,000 professional hair salons and spas in 29 countries worldwide.
Aveda's numerous corporate and social responsibility associations include CERES (Coalition for Environmentally Responsible Economies), ISO (International Organization for Standardization), Coop-America/Green Business Network, SVN (Social Venture Network), BSR (Business for Social Responsibility), Environmental Grant Makers, American Botanical Association, Organic Trade Association, National Recycling Coalition, and the U.S. Green Building Council.
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