The other day on my lunch break, I decided to step into Aveda. It's not a store that I shop at on a regular basis, but I enjoy some of their products.
Today, I was shopping for some hair spray.
Aveda's bubbly salesgirl offered me some tea upon arrival and launched right into some new products. She gave me the company's pitch about their commitment to the environment and using renewable, sustainable, or organic, plant-based ingredients. I was somewhat familiar with this information, but I was nonetheless intrigued. As I browsed a bit deeper into the store, she also added that Aveda now manufactured its products using 100% wind power; another tasty piece of information that caught my ears. (Needless to say, I ended up buying more than just hair spray.) Once I got back to my office, I sat there for a moment, looking over the products I just bought. How much of what the salesgirl pitched to me was true?
My curiosity got the better of me and I jumped on the internet. Here's what I found:
Aveda began in Minnesota by an environmentalist named Horst Rechelbacher in 1978. His dream was to create shampoos derived from a plant base for his more "environmentally inclined" clients. In his home kitchen, Horst experimented with different plant concoctions, aromatherapy and the science of Ayurveda. Once he established his product line, he opened up a cosmetology school and after that, his first retail store.
The mission was a very noble one: "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 the community. We strive to set an example for environmental leadership and responsibility--not just in the world of beauty, but around the world." Aveda's success came from the premise that what you put on your body should be as healthy and natural as what you put in it.
Currently, on their website they have a whole page of info under "our mission" link.
Here’s a brief list:
• Provide support for sustainable agriculture.
• By partnering with traditional communities in other countries and purchasing more directly allows them to achieve superior quality, better traceability in the supply chain and a more positive effect to those who need it most.
• Strong commitment to plant-based ingredients and green chemistry.
• Provide support for projects around the world, led by those who work to protect the earth’s ecosystem.
• Redefine conventional business rules to incorporate environmental and social considerations.
•By reducing energy, creating environmentally responsible packaging and minimizing waste in shipping.
• Uses ‘green’ construction in its schools, stores and salons. (06 Ceres Report and aveda.com)
With such a passionate commitment, it’s hard not falling head-over-heels in love with their products and supporting this activist corporation. Browsing through their website leaves a feeling of inspiration!
However, I was surprised to find out that Aveda is owned by Estee Lauder, one of the world's largest manufacturers and marketers of skin care, makeup, fragrance and hair care products. Is it still possible for a company to be environmentally friendly and socially responsible when it's owned by a larger company that isn't?
One thing is for sure….you won’t see Estee Lauder Corporation mentioned anywhere on Aveda’s website. Only upon serious internet searching will you reveal some of the company’s history—it was sold to the beauty giant just ten years ago and out of a necessity for accommodating their rapid growth. Despite the 'corporate' stigma attached with the Lauder company, Aveda is much like an “island within the company.” They still managed to keep the integrity of Aveda by keeping its manufacturing facility and suppliers separate. (green money journal)
So, the bottom line? It’s a tough call.
Aveda still represents a company that serves as a role model for others in the business. It’s just too bad that its own parent company doesn’t follow in their lead. At best, the Estee Lauder brand has minimal policies regarding responsible environmental and safety practices—in addition to the fact that they use petrochemicals and their aromas are neither plant-based, nor organic.
Since I don’t shop at Aveda on a regular basis, I probably won’t change my habits to more or less frequently, based off the research. I enjoy the store and their products. It’s just that there are other brands that I like more and will continue to support, namely those smaller brands that practice sustainability and need a bigger foot in the door. But, I still believe in what Aveda stands for and I don’t mind supporting them, even if a couple of my dollars have to go to the corporate side of the business.