Aveda’s success owes a great deal to its defining philosophy, which is derived from a highly ‘intelligent’ approach to both its brand and its products. This focus has played a vital role in differentiating the company in a highly competitive global market, and driving steadily increasing sales growth.

Aveda's central philosophy connects beauty, spiritual wellbeing and care for the environment. Founded by entrepreneur Horst Rechelbacher in 1978, it offers sustainably sourced, plant-based beauty products, uses ‘green’ energy and has business partnerships with traditional communities. The company “believes in conducting business in a manner that protects the Earth, conserves resources and does not compromise the ability of future generations to sustain themselves”. It has had, “a very strong following since it started, 30 years ago” says Emmanuel Rey, Head of UK Marketing. Rechelbacher’s ethical visions are evident on every level of the company. With a holistic approach and proven ethos of environment and social responsibility, the company has over 2,000 ‘concept' salons around the world and thousands more stockists.

Worshipping the ground we walk on
One of Aveda’s clearest messages is that the environment is everyone’s responsibility and it’s uncompromising in bringing this to the fore. The first beauty company to manufacture with 100% certified wind power, also collaborates with the Environmental Research Institute EPEA to ensure its ingredients meet high standards of sustainability. Further afield it has been focused on creating commercial partnerships with tribes; one example of this is its support for the Yawanawa people of Brazil (providers of Uruku, a natural colouring) helping to give them a ‘voice’ and the economic freedom to follow their traditional practices and protect their environment. “Setting an industry example in the recycling content of the packaging, reformulating our products to have more organic ingredients, constantly improving our industrial process in order to minimise waste; all these actions were not easy to implement but we have learned a lot along the way and we are convinced that it improves us as a company and as a group of human beings.”

Spreading the word
Rechelbacher’s voice propels the Aveda story. His wisdom and the principles behind the company are echoed in the books he has authored (Rejuvenation, Aveda Rituals – and is currently working on his third, The Business of Being). Ranging from ayurvedic principles to socially responsible businesses, he expresses his belief in the interconnectedness of health and beauty, body and spirit, and the earth as a whole. The desire to spread this message fuels a range of company activities, tangibly making the Aveda brand stand for so much more than beauty products.

The website and company literature is highly informative reflecting its focus on educating consumers and relaying information in an engaging and colloquial way. The ‘soil to bottle’ initiative allows customers to trace the origin of specific ingredients used in products and the success stories of relationships with traditional communities are well documented: “We are active on many different fronts and it is a type of information that is not easy to condense. That is the reason why educating our consumers to be activist has always been an important priority for us”.

Daily rituals
A major part of the Aveda ideology is focused on influencing people’s mindset and breaking habits that are detrimental to the planet; from encouraging packaging-reducing bulk buying through its ‘environmental litre-ship’ programme, to raising awareness for broader environmental and social causes, it promotes practical steps towards a more positive lifestyle. As well as manufacturing beauty products, it runs beauty schools and collaborates with salons and spas across the globe – enabling staff to interact constantly with the public, whilst encouraging respect for nature, not just in terms of beauty regimes but in the quest for physical and spiritual well-being. Aveda continues to inspire and be inspired by consumers. “We strive to set an example for environmental leadership and responsibility – not just in the world of beauty, but around the world.”

Grow slow, Grow strong
One notable theme that Aveda shares with the likes of Patagonia and howies, considering their multinational success and cult following, is the lack of investment in advertising and favouring of organic growth. Aveda chooses, “to spend close to nothing on advertising in order to invest in the quality of products and to manufacture in the most responsible way”, says Rey. “We rely on customers to share their passion for Aveda with others and hence extend the business.” Recent research undertaken for the company SEE Potential, suggests that four in five Britons distrust ethical business claims. Aveda appears acutely aware of this doubt. “Consumers are also more sceptical as some brands tend to spend more time on marketing their action plan than on the actions themselves.”

Estee Lauder acquired Aveda in 2000, at which time Dominique Conseil took over as President. However, in an industry that is constantly criticised with reports of dangerous ingredients and environmental damage, Aveda still stands by the ethical principles of its founder: “We believe that avoiding compromises makes us more competitive as eventually consumers recognise quality, honesty and integrity”, says Rey. It remains one of the most profitable companies within the Estee Lauder portfolio and has global recognition, showing how prioritizing the environment can bring massive reward. “Our goal at Aveda is to become a major global brand with a financially successful and sustainable business model for the decades to come. Eventually, we want to set an example of a financially successful business with ethical practices. This model should inspire other businesses to follow the path. That would have a real impact as we can change the world by the way we are doing business.” As numerous cosmetics brands follow in its footsteps with organic ranges and community activities, it seems that Aveda’s intelligent approach has an awful lot going for it. Perhaps business really can be ‘green and gorgeous’ after all...

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