True Beauty Causes No Harm
Aveda has not jumped on the green bandwagon. Rather, Aveda saddled up the horses and hitched up the wagon as pioneers of a green movement, long before we knew it would be the most fashionable colour of our times.
Pushing the frontiers of environmental policy within their market, Aveda have really led the way for those that have followed. Now more than ever they are shouting from the rooftops, as customers are demanding proactive policies and greater transparency from their moisturizer makers.
"We believe that authentic beauty is one that works in harmony with the greater web of life," says Dominique Conseil, Aveda's President. "It does not qualify as beauty if it hurts any of the diverse life forms that the best beauty artist of all, Nature, created. Authentic Beauty cares for the environment which we inherited from elders and will leave to generations that follow us. Beauty cares for the society in which we live, enhancing harmony in the way we live and interact with one another as human beings."
In a world of botox, implants and pro-retinol-enhanced-super-collagenised-polypeptide-plumping products, Aveda is the flower on the branch of a non GM tree. And as a company they see their roots firmly planted in the natural world and are not here to deplete the resources we have, but only feel that our own beauty should mirror the beauty of the planet.
Putting Their Money Where Their Mouth Is...
As well as pioneering recycled packaging and naturally creating desirable, positively sourced products, Aveda put their money where their mouth is with regular campaigns.
Beyond a bit of organic lavender oil, Aveda are the first beauty company manufacturing with 100% certified wind power. "Our funding of new wind energy sources generates enough wind energy to offset 100% of the electricity used by our primary manufacturing, distribution and headquarters facility in Minnesota, USA," says Conseil.
"By committing to alternative energy sources, we can all have an impact on the energy we consume and help lower our carbon footprint. Aveda purchases Windsource™ from Excel Energy - wind-generated electricity equal to the amount used in our normal course of doing business. Our Windsource™ purchases increases the amount of wind energy available to the entire power grid from which we draw our electricity. This energy is generated on and purchased from nineteen wind farms in Minnesota."
Treading Lightly On The Earth
International Earth Day comes but once a year, but Aveda infuse the spirit of it throughout their work. In conjunction with Earth Day every April, Aveda employees and guests work together to create awareness about global environmental issues, biodiversity and grassroots organizations.
Every year a different theme is picked and a different non-profit organization is highlighted. Previous groups Aveda have raised awareness and funds for have been Greenhouse Network, Clean Air-Cool Planet and the Gulf Coast Restoration Network. Since 1999, Aveda has raised over $8 million dollars during their Earth Month adventures.
Aveda was formed in the late seventies by Horst Rechelbacher and Aveda is Sanskrit for "all knowledge" - Aveda uses its name like a mantra, a mission, choosing to share knowledge, raise awareness let everyone have clear information about the environment and our impact on it.
Though acting local, Aveda think global. If they are sourcing ingredients from the world at large, they take into consideration the loss of species and habitat destruction and the toxins in the environment, water and air so they look to protect the biodiversity of the area they are sourcing from.
In 1992, Aveda formed its first indigenous partnership with the Yawanawa tribe in the Brazilian Rainforest to source uruku, a red dye used in makeup. This partnership has helped to sustain the tribe while helping to bring attention to the plight of their disappearing rainforest home. This was the first of many partnerships which work within communities.
Organic nut oils are sourced from Peru and a community of 30 local farms in South Africa produce sustainably sourced organic rose and geranium. Aveda work with a Bulgarian distiller for organic rose and lavender oils and with indigenous communities in Western Australia for sustainably sourced sandalwood. These partnerships have culminated in 89% of the essential oils used by Aveda being organic and sustainably sourced.
Catalyst For Awareness And Change
Beyond the content of their bottles, Aveda are creating new ethical standards. The pinnacle of their achievements says Conseil was their hosting of "the first Dialogue for the Future UN event, connecting indigenous leaders with the larger business community to discuss future models for business partnerships."
Their mission is to be a catalyst for awareness and change at individual and collective levels. "We support values that cultivate a sustainable economy and culture," says Dominique Conseil. "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."
Beyond delicious smells and sumptuous products, Aveda pursue innovative research and offer education and outreach programmes. They also publish an annual report so that they are an open book for the public. They want to inspire through action.
Naturally they have won many awards, like She Magazine's Best Ethical Beauty Range Award, but they also sponsor awards like The Observer's Conservation Award.
"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."
To learn more click on http://www.aveda.com/ and see how they interact with their environment, or watch a video of the Yawanawa tribe and be inspired to walk a little lighter on the Earth yourself.