AVEDA
Founded: 1978 by Horst Rechelbacher
Sector: Beauty product manufacturer
Business Status: Acquired by the Estée Lauder Companies in 1997
Location: Blaine, Minnesota, USA.
Website: www.aveda.com
Founder: Horst M. Rechelbacher an Austrian by birth, opened his own salons and started the ''Horst'' product line in 1965. In 1978 Rechelbacher founded the Aveda Corporation, manufacturing flower and plant based cosmetics in the U.S. Following the sale of Aveda to Estee Lauder, Rechelbacher remained as a consultant until March 2003. Rechelbacher went on to found the health and beauty company Intelligent Nutrients, which uses 100% food-based and organic certified ingredients[2].
Status 1991: Aveda is a small company that manufactures hair sprays and other beauty aids that are environmentally responsible, are not tested on animals, and avoid alcohol and hazardous spray cans. To promote their products, they teamed up with the American Forestry Association and are participating in that group''s Global ReLeaf program. Customers who buy $10 or more of Aveda products in any of the beauty salons that handle Aveda products are assured that a tree will be planted by the AFA in their name. ''Plant a Tree So We Can All Breathe Easier'' is the slogan of Aveda''s environmentally friendly promotion" (Berle, 1991, p.62)[1].
Company history: In 1978 Aveda launched its first hair care line, and the essential oil ''Beautifying Formula''. During the 1980''s Aveda launched styling products, skin care and make-up lines and its top selling shampoo range. Aveda launched in Canada in 1987, Singapore and Australia in 1993, UK, Germany, Italy and New Zealand in 1994, and continued to expand across Europe and Asia throughout the 1990''s[3]. Estee Lauder agreed to acquire the Aveda Corporation in November 1997 for $300 million. At this time Aveda had salons worldwide, and distributed its hair, skin and make-up products through 130 Aveda stores and department stores, although the US was its principle market[4].
Status 2010: Aveda is now available in nearly 7,000 professional hair salons and spas in 24 countries worldwide[5]. Aveda was the first company to endorse and sign the CERES Principles (Coalition for Environmentally Responsible Economies) in 1989. They began holding in-salon Earth Day events in 1992, and have since formed sustainable sourcing partnerships with communities and indigenous peoples in Brazil, Peru, Bulgaria, South Africa, and Western Australia[6]. In April 2009 Aveda became the first beauty company in the world and only the second U.S. company in any industry to receive a Cradle to Cradle (C2C) sustainability endorsement, with seven Aveda products achieving Gold Level C2C certification[7]. In addition Aveda continues to innovate in the area of sustainable packaging, using 96 per cent PCR plastic in one of its newest shampoo and condition lines for men. Aveda has also created the ''Recycle Caps with Aveda Program'' where plastic bottle caps are collected at various locations and recycled into new caps and containers[8].
Sources:
[1] Berle, G. (1991) The Green Entrepreneur: Business Opportunities That Can Save the Earth and Make You Money. United States: Liberty Hall Press.
[2] Intelligent Nutrients (2010) Intelligent Nutrients|Our Founder [online].
[3] Aveda UK (2010) Aveda UK – About Aveda – History [online].
[4] Rawsthorn, A. (1997) Companies and Finance: The Americas: Estee Lauder agrees to buy Aveda for $300m, Financial Times, 20th November.
[5] Aveda UK (2010) Aveda UK – About Aveda [online].
[6] Aveda UK (2010) Aveda UK – About Aveda – History [online].
[7] Aveda UK (2010) Aveda sets groundbreaking standard in sustainability for beauty industry [online].
Sector: Beauty product manufacturer
Business Status: Acquired by the Estée Lauder Companies in 1997
Location: Blaine, Minnesota, USA.
Website: www.aveda.com
Founder: Horst M. Rechelbacher an Austrian by birth, opened his own salons and started the ''Horst'' product line in 1965. In 1978 Rechelbacher founded the Aveda Corporation, manufacturing flower and plant based cosmetics in the U.S. Following the sale of Aveda to Estee Lauder, Rechelbacher remained as a consultant until March 2003. Rechelbacher went on to found the health and beauty company Intelligent Nutrients, which uses 100% food-based and organic certified ingredients[2].
Status 1991: Aveda is a small company that manufactures hair sprays and other beauty aids that are environmentally responsible, are not tested on animals, and avoid alcohol and hazardous spray cans. To promote their products, they teamed up with the American Forestry Association and are participating in that group''s Global ReLeaf program. Customers who buy $10 or more of Aveda products in any of the beauty salons that handle Aveda products are assured that a tree will be planted by the AFA in their name. ''Plant a Tree So We Can All Breathe Easier'' is the slogan of Aveda''s environmentally friendly promotion" (Berle, 1991, p.62)[1].
Company history: In 1978 Aveda launched its first hair care line, and the essential oil ''Beautifying Formula''. During the 1980''s Aveda launched styling products, skin care and make-up lines and its top selling shampoo range. Aveda launched in Canada in 1987, Singapore and Australia in 1993, UK, Germany, Italy and New Zealand in 1994, and continued to expand across Europe and Asia throughout the 1990''s[3]. Estee Lauder agreed to acquire the Aveda Corporation in November 1997 for $300 million. At this time Aveda had salons worldwide, and distributed its hair, skin and make-up products through 130 Aveda stores and department stores, although the US was its principle market[4].
Status 2010: Aveda is now available in nearly 7,000 professional hair salons and spas in 24 countries worldwide[5]. Aveda was the first company to endorse and sign the CERES Principles (Coalition for Environmentally Responsible Economies) in 1989. They began holding in-salon Earth Day events in 1992, and have since formed sustainable sourcing partnerships with communities and indigenous peoples in Brazil, Peru, Bulgaria, South Africa, and Western Australia[6]. In April 2009 Aveda became the first beauty company in the world and only the second U.S. company in any industry to receive a Cradle to Cradle (C2C) sustainability endorsement, with seven Aveda products achieving Gold Level C2C certification[7]. In addition Aveda continues to innovate in the area of sustainable packaging, using 96 per cent PCR plastic in one of its newest shampoo and condition lines for men. Aveda has also created the ''Recycle Caps with Aveda Program'' where plastic bottle caps are collected at various locations and recycled into new caps and containers[8].
Sources:
[1] Berle, G. (1991) The Green Entrepreneur: Business Opportunities That Can Save the Earth and Make You Money. United States: Liberty Hall Press.
[2] Intelligent Nutrients (2010) Intelligent Nutrients|Our Founder [online].
[3] Aveda UK (2010) Aveda UK – About Aveda – History [online].
[4] Rawsthorn, A. (1997) Companies and Finance: The Americas: Estee Lauder agrees to buy Aveda for $300m, Financial Times, 20th November.
[5] Aveda UK (2010) Aveda UK – About Aveda [online].
[6] Aveda UK (2010) Aveda UK – About Aveda – History [online].
[7] Aveda UK (2010) Aveda sets groundbreaking standard in sustainability for beauty industry [online].