Midterm: Aveda Shampoo

“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

Midterm: Colgate

“For more than 200 years, Colgate people and Colgate values have been at the heart of our success. We are proud of the powerful strategies and sharp focus which drive our success today. Thanks to all Colgate people, our consumers and business partners for their contributions in helping us to become strong, focused and truly global company we are today.” –Ian Cook, Chairman, President and CEO 1

Back in 1806, William Colgate began a starch, soap and candle business in New York City. In 1857, after the death of William Colgate, the company was renamed “Colgate & Company” and was managed by his son, Samuel Colgate. A few years later in 1864, B.J. Johnson opened a soap factory in Milwaukee, Wisconsin. The factory would later become Palmolive. In 1873, Colgate introduced toothpaste in a jars and later in collapsible tubes in 1896. Finally, in 1900, Colgate won top honors for its remarkable soaps and perfumes at the World’s Fair in Paris.

After 100 years of business, the five sons of Samuel Colgate incorporated Colgate. Colgate then distributed two million tubes of toothpaste and toothbrushes to schools around the US and provided hygienists to demonstrate how to properly brush teeth. By the 1920s, Colgate began establishing business in Europe, Asia, Latin America and Africa. Near the end of the 1920s, Colgate merged with Palmolive and was first listed on the NY stock exchange in 1930.

“Today, with sales surpassing $15 billion, Colgate focuses on four core businesses: Oral Care, Personal Care, Home Care and Pet Nutrition. Colgate now sells its products in over 200 countries and territories worldwide.” 2

Colgate-Palmolive is now a highly valued, award winning company. In 1996, Colgate’s program “Bright Smiles, Bright Futures” (an oral health education program) spread to fifty countries and now reaches over fifty million children each year. The awards Colgate-Palmolive have received have been numerous and global. Some of these include “100 Best Companies to Work For,” “Best Companies for Minorities,” Top 50 Employers” and “Global Most Admired Companies” from Fortune Magazine and Equal Opportunity Publications.


“Our three fundamental values — Caring, Global Teamwork and Continuous Improvement — are part of everything we do.” 3

Colgate prides itself on being a diverse, caring, always improving company. They are able to do this through their three core values above. Colgate claims to care about their customers, shareholders and business partners, all alike. The company also prides itself on staying connected with all Colgate people throughout the world and always improving.

“By better understanding consumers' and customers' expectations and continuously working to innovate and improve products, services and processes, Colgate will ‘become the best.’”3

Colgate’s code of ethics is extensive and valuable document. Looking over the Colgate code of ethics would make any person proud to be a Colgate person. The company highly values its customers and prides itself on being a diverse and ethical company.

“Since 1987, our Code of Conduct has guided us with a set of principles that reflect Colgate’s values and established standards governing our ethical behavior. The Code of Conduct is regularly updated and reissued to ensure its comprehensiveness. Since the last update, events in the business world have reminded us of the vital importance of conducting business in an ethical and compliant manner.” –Colgate Code of Conduct 4

As a company that produces oral and health care products, Colgate faces a lot of competition. Toothpaste competition includes Aquafresh, Sensodyne, Arm & Hammer, Aim and a few others. Perhaps, Colgate’s biggest competition, however, is Crest. These two oral hygiene companies have been in competition since the 1940s. Crest, however, was not introduced until this time, where as, Colgate had been established for over 100 years.

“Our reputation has been built upon the quality and safety of our products. Our commitment to quality and safety is essential to the continued growth and success of our Company.”4

1 http://www.colgate.com/app/Colgate/US/Corp/History/1806.cvsp
2 http://www.colgate.com/app/Colgate/US/Corp/History/1991.cvsp
3 http://www.colgate.com/app/Colgate/US/Corp/LivingOurValues/CoreValues.cvsp
4 http://www.colgate.com/Colgate/US/Corp/LivingOurValues/CodeOfConduct/PDFs/DY-245%20code_of_conduct_p_ENG_no%20faq.pdf

Midterm: Minute Maid Orange Juice

“To understand why Orange Juice is so special you have to start with the orange.” 1

In the 1940s, a better method of processing orange juice was introduced. After experimenting for three years, the National Research Corporation of Boston, Massachusetts developed an orange juice powder that was high in flavor.

“During its first year of operation in 1946, the company recorded sales of $374,500. Just five years later, sales reached $29.5 million.” 2

The problem with the orange juice powder, however, would turn out to be a big one. It was difficult to commercialize the powder. Thus, frozen orange juice concentrate was born! This rich, fresh-squeeze tasting orange juice began with limited production.

With the rise of the new frozen concentrate, the company from Boston had to come up with a name. Known for its minutemen, the city’s orange juice was named “Minute Maid!” This name would soon reflect the convenience and simple preparation of the refreshing orange juice.

In the early days, when the company was first introduced, there was no money to advertise or promote the Minute Maid orange juice. This caused the product to be offered as free samples, which were passed out door to door. As demand for the product rose, frozen juice cabinets would empty in stores all over the Boston area.

Minute Maid orange juice ended up becoming so successful that it caused its producer, Florida Foods Corporation, to rename itself as The Minute Maid Company. This was just the beginning of the result of the valuable trademark.

“Minute Maid® has perfected a way to offer great taste all year round with a process that captures the flavour and aroma of oranges. Packed with vitamin C, folate and potassium, orange juice not only tastes good, it’s good for you.”1

In 1960, the Coca-Cola Company purchased the Minute Maid Company. One year later, an “essence recovery” system was discovered to help capture that fresh-squeezed flavor. In 1973, Minute Maid introduced ready-to-drink chilled orange juice like you see today. In 1987, plastic bottled Minute Maid ready-to-drink orange juice was produced and “Minute Maid Calcium Rich” orange juice was launched.

Finally, in 1996, Minute Maid found a way to get the taste bud sensation of eating a fresh, ripe orange. This led to the introduction of “Minute Maid Premium 100% pure” ready-to-drink orange juice.

“The oranges used in Minute Maid® orange juice products come mostly from Brazil, the largest producer of oranges.”1

Brazilian oranges are most related to that of Florida’s oranges. Due to the fantastic weather, harvest season runs from July to January. Brazilian orange varieties include the Pera (much like the Valencia), the Hamlin, Parson Brown and the Natal.

In 2003, Minute Maid introduced new types of juices and teas to build to the Coca-Cola Company. Today Minute Maid makes several juices including fruit punch and tropical punch, lemonade and pink lemonade, cranberry juice blends like cran-apple-raspberry and a numerous amount more.

Today the Minute Maid orange juice competes with many other orange juice companies. Minute Maid’s competition includes Tropicana, Florida’s Natural and Simply Orange. These companies are the leading names in orange juice. Dropped to number two, Minute Maid closely trails behind Tropicana.

“As we add more nutritious, healthful products to our product line-up, we never forget the early attributes emphasized by John Fox and his team – taste, quality, convenience and most importantly, nutrition.” 3

1 http://www.minutemaid.ca/en/inside_story/about_orange_juice.htm
2 http://www.fundinguniverse.com/company-histories/The-Minute-Maid-Company-Company-History.html
3 http://www.minutemaid.com/about/History.jsp

Mid-Term, Johnson's Body Care

“Caring for the world, one person at a time... inspires and unites the people of Johnson & Johnson.”

Johnson’s body care is a line of body washes and lotions produced by the Johnson & Johnson corporation. Over 120 years ago, Johnson & Johnson was created to make hospital supplies, such as sterile dressings and bandages. Since the company was established in 1886 it has been creating new products and ideas and changed the way consumers think about personal hygiene.

“We aim to make the world a better and healthier place through everything we do—the products we discover and develop, the positions we take on public policy issues, the way we run our business every day, and the programs and alliances we build and join.”

Over the years Johnson & Johnson invented many products that changed hygienic technology. Some of the most well known Johnson brands include BAND-AID bandages, Baby Powder & baby care, Ultrasound technology, oral health care such as Listerine and Rembrandt, Tylenol, Benadryl, Zyrtect, Nicorette, Visine and Acuvue contact lenses, Women’s health care products such as O.B., e.p.t. and K-Y and most popular, skin care products such as Neutrogena, Johnson’s body care, and Clean & Clear.

The focus is on Johnson’s Body Care which is adult body washes and lotions. These products offer the same baby soft skin to adults that Johnson’s was able to provide for them as babies. They offer a variety of types of washes and lotions that include Melt Away Stress, 24 Moisturizing, Forever Fresh, Nourishing Green Tea, Deep Hydrating, Shea and Cocoa Butter, Gentle Exfoliating and 2-in-1 Wash and Shave. With the Johnson’s Body Care line, Johnson’s is targeting women ages 25-50 that care about their skin’s softness.

“At JOHNSON'S®, we believe from the moment you're born and throughout your life you need nurturing. That's why weve created these JOHNSON'S® skin care products just for you.”

Competitors of Johnson’s body care include Olay and Dove. These competitors create for very tough competition. Aveeno is also owned by Johnson & Johnson, otherwise it would also be considered a competitor as well. As such an established name and also a family company, Johnson & Johnson skin care lines do exceptionally well. After all, Johnson & Johnson did (most likely) provide for consumers as baby, as Johnson’s is the leading brand of baby care products.
Johnson & Johnson prides themselves on being a “family company” that is begun and operated under the Johnson family. Johnson & Johnson has spent the past 120 years working to further improve their company reputation. The following is the opening paragraph for Johnson & Johnson’s credo:

“… In meeting their needs everything we do must be of high quality.”


http://www.jnj.com/connect/about-jnj/
http://www.jnj.com/connect/about-jnj/our-citizenship/
http://www.johnsonsforyou.com/science_body.jsp