Aveda

Aveda Corporation
Subsidiary
Industry Cosmetics
Founded Blaine, Minnesota, United States (1978)
Founders Horst Rechelbacher
Headquarters Minneapolis
Products Skin care, Makeup, Fragrance and Haircare
Parent Estée Lauder Companies (1997–present)
Website aveda.com

Aveda Corporation is an American cosmetics company founded by Horst Rechelbacher, now owned by Estée Lauder Companies, headquartered in the Minneapolis suburb of Blaine, Minnesota. Aveda manufactures skin and body care, cosmetics, perfume (internally called "pure-fume"), hair color, hair care products, and trains students in cosmetology, massage and esthiology at the Aveda Institutes in Minneapolis, New York City, Des Moines, Washington, DC, Maryland, Vancouver, Calgary, Orlando, Denver, Toronto and many other cities.

History

Aveda product

Aveda (pronounced ah-vay-da) was founded by Horst Rechelbacher in 1978. In 1970, Horst, on a trip to India, was introduced to the science of Ayurveda (the Hindu traditional holistic system of medicine and surgery from India), and suddenly his vision for his company was born. Horst formulated the first product, a clove shampoo, in his kitchen sink.[1] Today Aveda is part of Estée Lauder Companies Inc., based in New York. Rechelbacher sold Aveda to Estée Lauder Companies, Inc., in 1997 for $300 million,[2] although Aveda continues to be run as a semi-autonomous entity.[3] Upon selling the product to Estee Lauder Companies Inc., Horst also sold off the chain of salons to his successor, David Wagner. The salons formally known as Horst and Friends was renamed Juut Salonspa. In 2004, Aveda was awarded the prestigious Corporate Achievement Award at the Smithsonian Cooper-Hewitt National Design Museum.[4] Aveda was one of the first beauty companies to endorse a set of principles designed to encourage greater environmental responsibility in business, known as The Ceres Principles (originally named The Valdez Principles). According to the company's website, "Aveda" is Sanskrit for "all knowledge". "Aveda" written phonetically as "अवेद", translates to "non-vedic" (or म्लेच्छ).

Business

Aveda sells natural and organic cosmetics. Aveda also offers certifications to some spas, and training to employees of its affiliated salons and spas.

Aveda has a partnership with the Yawanawa tribe of the Amazon Basin as a source of annatto pigment.[5]

Since 1995, Aveda has financed the construction of and training for a babassu processing facility, a soap-making facility, and a paper press for processing babassu fibers in the Amazon.

Aveda does not test their products on animals, but rather on willing human participants.

Controversy

In 2009 Aveda (as a subsidiary of Estée Lauder Companies Inc.), was included by the BDS Campaign, as one of the "Top Ten Brands to Boycott This Christmas". The reason the Estée Lauder Company and its brands were singled out was because, "This company’s chairman Ronald Lauder is also the chairman of the Jewish National Fund..."[6]

In 2011 Aveda was slammed at Park City, Utah during the Evolution of Women in Social Media conference, also known as evo'11, for announcing their no payment policy for bloggers reviewing their products.[7]

Aveda was also criticized for using the brand name "Indigenous", as a denigration of indigenous peoples. They have since renamed the product line.[8][9]

Environment

Through a partnership with Native Energy Aveda has helped fund wind turbines. Aveda claims that it purchases enough wind energy to power its primary manufacturing facility.[10] The company "sends sustainability surveys to publications to help decide where to place its ads".[11]

References

  1. ↑ "Aveda Corporation - Company History". Fundinguniverse.com. Archived from the original on 29 April 2010. Retrieved 2010-05-02.
  2. ↑ Canepoopdy, Dana. Canedy, Dana (November 20, 1997). "Estee Lauder Is Acquiring Maker of Natural Cosmetics". New York Times. Retrieved January 25, 2008.
  3. ↑ Kuehlwein, JP; Schaefer, Wolfgang (2015). Rethinking Prestige Branding - Secrets of the Ueber-Brands. London: Kogan Page. pp. 178–179. ISBN 0749470038.
  4. ↑ "Aveda Cosmetics". Elleview.com. Retrieved 2010-05-02.
  5. ↑ https://www.aveda.com.au/living-aveda/aveda-cares
  6. ↑ "USACBI: "Top Ten Brands to Boycott this Christmas"". BDSmovement.net. 2009-12-03. Archived from the original on 2014-04-14. Retrieved 2014-05-15.
  7. ↑ "Bloggers slam Aveda over its non-payment policy | Articles | Home". Prdaily.com. 2011-07-13. Retrieved 2014-05-15.
  8. ↑ "Indigenous/Traditional Knowledge & Intellectual Property - Examples of Use and Misuse of Indigenous Knowledge". Web.law.duke.edu. Retrieved 2014-05-15.
  9. ↑ "Indigenous Rock Star Wins Lawsuit Against Aveda". Cultural Survival. Retrieved 2014-05-15.
  10. ↑ Newman, Eric. "Aveda Thinks You Would Look Better in Green". Brand Week. Archived from the original on January 22, 2008. Retrieved January 25, 2008.
  11. ↑ Story, Louise. Story, Louise (October 25, 2006). "The Hidden Life of Paper and Its Impact on the Environment". New York Times. Retrieved January 25, 2008.

Further reading

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