“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.” 1
“Aveda” is Sanskrit for “all knowledge.” In 1978, Aveda, which is a manufacturer of flower and plant-based beauty products, was launched. This same year, Aveda introduced its first hair care line. Also in 1978, Aveda pioneered the term “Aromatherapy” with its first essential oil composition.
In 1984, Aveda launched its first skin care collection, which would continue to grow over the next 20 years. A few years later an Aveda makeup line was introduced in Canada. Finally, in 1989, Aveda opened its first free-standing Environmental Lifestyle store in New York City.
In 1990, Aveda opened its first Spa Retreat in Wisconsin. The same year, the company participated in the 20th Anniversary of Earth Day. This celebration would eventually become Earth Month, a campaign run by Aveda. Throughout the next twenty years, Aveda would partner with several tribes and people all over the world to not only help support them but learn something from them as well.
“In order to be Beauty, it also needs to be Good. Beauty is the result, but also the process followed in pursuing that result.”1
Today, Aveda prides itself on being the first company to endorse and sign the CERES (Coalition for Environmentally Responsible Economies) Principles. This encourages higher corporate standards of corporate environmental performance and disclosure. Aveda today runs several businesses all over the globe as well as schools and institutions that highly train associates to master the craft of eco-friendly beauty. Aveda is also the first company in incorporate 80-95% post-consumer recycled high density polyethylene in all of its retail shampoo bottles, which are made from recycled milk bottles.
Aveda operates a few campaigns as a business to better spread the message of Earth-friendly products. These campaigns include Aveda Earth month, which takes place in April, Breast Cancer Awareness in October and a year-round Recycling Caps with Aveda program.
Aveda’s best known campaign is Earth Month. Each Earth Month, Aveda raises more than $2.1 million in thirty days in support of clean water rights.
“Each year during the month of April, Aveda salon and spa professionals, employees and guests work together to raise funds for grassroots organizations that protect biodiversity and address environmental issues around the world.”2
Aveda’s globally conscious outlook has inspired numerous people around the globe, especially in the world of fashion and beauty.
“You can spot Aveda everywhere from red carpets to catwalks, including the runways of Thakoon, 3.1 Phillip Lim, and Project Runway winner Christian Siriano.” 3
As an eco-friendly beauty company, Aveda does not have a great deal competition. Though many companies have tried to launch eco-friendly lines, they have not done so with commendable success. As a hair care line, Aveda challenges and competes against companies like Paul Mitchell, Gary Manuel and WEN. Aveda attempts to out-do its competition through its Earth friendly vibe and message.
In 2007, Aveda became the first beauty company to manufacture with 100% certified wind power. The funding of new wind energy sources produces enough wind energy to operate 100% of the electricity used by the primary manufacturing facility, distribution center and corporate headquarters, which are located in Blaine, Minnesota. Aveda is the largest corporate purchaser of wind energy in Minnesota.
“Commitment to earth and community care is a cornerstone of Aveda's corporate culture. This has been true since the company's founding in 1978 and has continued throughout our 30 year history.” 4
1 http://www.aveda.com/aboutaveda/mission.tmpl
2 http://www.aveda.com/aboutaveda/earth_month_about.tmpl
3 http://www.folica.com/brands/aveda/
4 http://www.aveda.com/aboutaveda/earth_fund.tmpl
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