Posted on Aug. 9, 2010. Listed in:
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Established in 1978, Aveda developed one of the first globally-conscious beauty brands. With sustainability and environmental awareness at the core of its brand, it’s critical that Aveda can verify any claim it makes.
The company operates on a “Soil to Bottle” traceability system, which tracks their sourcing processes with suppliers around the world. This ensures the organic claims made about their products can be verified, and confirms their claims about working in partnerships to sustain local farming communities.
The Aveda website provides information about the development of nine essential oils used in the Aveda range. For each oil, Brazilian uruku for example, Aveda details the precise process used, on the ground partners, and efforts to ensure the sustainability of the resource and the environment its from. One of the things Aveda did to establish its relationship with the Yawanawa People from Amazon Rain Forest was to give them 13,000 seedlings that were planted in groves, between houses, along paths, and in the deforested areas of the community.
Aveda states that 90 percent of its essential oils and 89 percent of raw herbal ingredients are certified organic. These claims have been authenticated by the announcement in 2008 that Aveda received Cradle to Cradle certification (C2C) for four botanical ingredients: sandalwood oil from Australia, rose oil and lavender oil from Bulgaria and uruku from Brazil. C2C certification is highly regarded as an authentication mark because materials must be either continually reusable or biodegradable and renewable, and must be safe for users and for the environment. Their production and use must also offer social and economic benefits for its producers.
In the renewable energy stakes, Aveda's funding of new wind energy sources generates enough wind energy to offset 100 percent of the electricity used by its primary manufacturing, distribution and headquarters facility in Minnesota, USA.
More at: www.aveda.com
For the full case study, visit the NextPlay website
