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Well-being, Community, Environment
"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."
Horst M. Rechelbacher, Founder, Aveda
Environmental Sustainability Vision: Aveda believes there is no responsible alternative to doing business other than through environmental sustainability. At Aveda, we also believe that profit and environmental responsibility will increasingly work together as more industries find out that "nature works" for both sustainability and the bottom-line.
At Aveda, we see the sustainability challenge as one of protecting biodiversity. We believe that the following issues are the main threats to biodiversity: 1. Global climate change 2. Water pollution 3. Loss of species and habitat destruction 4. Air pollution 5. Toxins in the environment 6. Waste generation
Principles of Action: Its mission positions Aveda as a catalyst for awareness and change at individual and collective levels. We support values that cultivate a sustainable economy and culture. We find inspiration for doing so in nature and believe that nature is not merely something to be cherished and protected, but also should be emulated as a model of sustainability.
At Aveda, we commit to continuous improvement along ten principles of action that stem from our original endorsement of the Valdez Principles (later to become the CERES Principles) in 1989: 1. Protection of the Biosphere 2. Sustainable Use of Natural Resources 3. Reduction of Waste 4. Energy Conservation 5. Risk Reduction 6. Safe Products and Services 7. Environmental Restoration 8. Informing the Public 9. Management Commitment 10. Assessment and Reporting
Our mission commits us to environmental leadership, therefore Aveda informs the public by publishing CERES annual reports in which we share our goals, achievements, shortcomings, and projects for further improvement. This sincere commitment for continuous and reported improvement is the way Aveda can inspire others.
Values and Systems: The size of Aveda and the number of its employees calls for environmental management systems and procedures. However, these should never replace individual responsibility, which is core to Aveda's culture.
Our employees, distributors, affiliates, and suppliers are encouraged to carry out Aveda's commitment at their individual level through: environmentally preferable business operations and on-site daily life; innovative research and development processes that promote the use of environmentally preferable raw materials, components, and other natural resource inputs; education and outreach programs that raise awareness about and offer solutions to environmental challenges; and community service and philanthropy that supports Aveda's commitment to a sustainable planet and the protection of biodiversity.
We are committed to working for these ends by expressing our values and serving as change agents in our workplaces, with our families and friends, and in our communities. We believe that the microscopic actions of single individuals have the power to change the course of human civilization.
Each Aveda employee will practice an individual commitment to sustainability and environmental responsibility in the workplace. We aim to help steer society in a more sustainable direction for our benefit and the benefit of generations to come.
Dominique Conseil President, Aveda Corporation Horst Rechelbacher Founder
News & Events
AVEDA LIGHTS THE WAY TO CLEAN WATER Limited Edition Candle Raises Funds and Awareness for Earth Month 2007
NEW YORK (April 2007)—Aveda’s Earth Month campaign, which kicks off April 1, 2007, sheds light on the imminent need to help those who suffer from water pollution around the world.
This year’s Light the Way™ candle—a limited edition soy wax candle with an aroma of certified organic Bulgarian lavender oil—is a call to action. Consumers can help make a world of difference when they buy the $10 Earth Month Candle since Aveda donates 100% of proceeds to its Earth Month partner, Global Greengrants Fund. Dedicated to environmental justice and sustainability, Global Greengrants Fund provides small grants to grassroots environmental groups around the world. Aveda’s contribution will help support Global Greengrants’ numerous clean water projects.
For more than a decade, Aveda has initiated an awareness and education campaign across its worldwide network of salons, spas and retail stores during Earth Month to encourage caring for the Earth through responsible human action. In 2006, the candles brought in a total of $500,000, 100% of which went to Earth Month partners.
This year marks the second anniversary of Aveda’s limited edition candles—each with a new aroma made with certified organic essential oils—that raises funds for Earth Month. The candle is made of soy wax, features an environmentally safe cotton wick and burns for over 20 hours.
From Soil to Candle At the core of Aveda’s Light the Way Candle’s soothing aroma is certified organic lavender oil sourced from the Enio Bonchev distillery located deep in Bulgaria’s Balkan Mountains. Enio Bonchev provides Aveda with lavender essential oil that can be fully traced right to its soil; the fields have been farmed organically since 2002, its plants are GMO-free and the fields are tended without the use of synthetic fertilizers, pesticides or irradiation.
Progressive Packaging The candle is placed into an innovative, environmentally responsible 95% post-consumer recycled (PCR) glass container. The outer carton is printed with soy ink on 55% post-consumer recycled paper and made in part with “make-readies,” or, sheets of carton stock used to prepare the printing press. These sheets of paper board are typically thrown away—or at best recycled, however Aveda is using the “make-readies” recovered from previous Aveda products to create a portion of cartons for the candle. Check to see if your Earth Month candle features the “make-ready” packaging by looking inside the carton!
Availability and Price Light the Way™ arrives in Aveda salons, spas and stores this April. Please visit aveda.com or call 800.328.0849 for locations or more information. Suggested retail: $10
REDEFINING CONVENTIONAL BUSINESS RULES
As a company, Aveda incorporates environmental and social considerations into its business practices.
Aveda is an industry leader in environmentally responsible packaging. In 2005, Aveda was the first to use a cap containing 25% post-consumer recycled material (PCR) for some shampoos and conditioners. This follows other packaging firsts for the company: Aveda uses 80-100% PCR HDPE in bottles and jars, which, calculations show, reduces our use of virgin high density polyethylene by 300 tons annually.
Focusing on reducing energy consumption over the past decade has resulted in continuous energy efficiency. Innovation and investment in its Minnesota manufacturing operations and facility led to an increase of only 30% in greenhouse gas emissions from 1996-2006, despite a manufacturing volume increase of nearly 80%.
SUPPORT FOR GLOBAL ECOSYSTEMS From the Philippines to Canada to Peru, Aveda supports projects around the world led by those who work to protect and restore the earth’s ecosystems.
Company Earth Fund donations, to support biodiversity, totaled $980,000 in 2006. One third of these donations supported indigenous and other marginalized communities through community-based enterprises such as organic farming, medicinal plant culture and nature-based tourism.
SPREAD OF GREEN BUILDING Aveda uses green construction for its beauty schools, salons, spas and stores – and helps third-party owners “green” their own businesses.
Piloting Leadership in Energy and Environmental Design (LEED) principles for beauty schools, the new Aveda Institute in Washington, DC plans to apply for LEED-CI (commercial interior) certification. The 17,000-square foot facility opened in 2005 and was constructed using many of the same design guidelines and materials as our stores.
Aveda Japan’s award-winning Lifestyle Salon & Spa (LSS) in Tokyo—and its brand-new LSS in Osaka—used reclaimed wood from a dismantled 19th century Japanese farmhouse and a demolished Sake warehouse. In keeping with its design principles, Aveda’s design team also worked with materials such as tamo oak, which is harvested locally to contain soil erosion.
New Distribution Center puts nature’s processes to work. One of many energy-reducing features at Aveda’s new DC in Minnesota is the skylights that track the sun’s movement throughout the day (like sunflowers), directing an optimal amount of natural light.
Aveda™, The Art and Science of Pure Flower and Plant Essences™, was founded in 1978 by Horst Rechelbacher, whose goal was to provide 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 24 countries worldwide.
Ceres is a national network of investment funds, environmental organizations and other public interest groups working to advance environmental stewardship on the part of businesses. The group was formed in 1989 as a groundbreaking partnership between leading environmental groups and institutional investors. Ceres emerged just as the Exxon Valdez oil spill in Alaska motivated the environmental and investor communities to push for higher standards of corporate environmental performance and disclosure. That work resulted in the creation of the Ceres Principles, a pioneering 10-point code of corporate environmental conduct that has led to the widespread adoption of environmental principles by companies worldwide. Ceres is renowned for its unique ability to bring diverse groups together to find positive solutions for complex environmental and social challenges. Ceres works closely with a select group of companies that have made public commitments to stakeholder engagement, public disclosure, and performance improvements. The coalition’s mission is to move businesses, capital, and markets to advance lasting prosperity by valuing the health of the planet and its people.