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Score another one for making pretty sustainable: Aveda has become the first beauty company in the world—and only the second American company in any industry—to receive the Cradle-to-Cradle (C2C) seal of approval, achieving Gold Level certification for seven of its products, as well as Silver Level certification for its packaging.
Pioneered by sustainability consultancy McDonough Braungart Design Chemistry, the concept of C2C design describes sustainable products that use safe and environmentally healthy materials, implement material reutilizatlon (such as recycling or composting) with an eye toward zero waste, use renewable energy or establish energy efficiency, make efficient use of water, and institute strategies for social responsibility. Already a beauty-industry trailblazer with its use of wind energy and support of organic agriculture, Aveda is proof positive that green is good—and profitable. It cites sales that have increased five times over the past 10 years.
"As the first beauty company to achieve Cradle to Cradle endorsement, Aveda is recognized as a leader in intelligent design," said Aveda President, Dominique Conseil, in a press release. "Designing and manufacturing products can be environmentally responsible when environmental goals are factored into the concept at the very beginning. At Aveda, we believe that authentic beauty cares for the environment which we inherited from elders, and will leave to generations that follow."
The Gold-certified products are: Aveda Smooth Infusion Shampoo; Smooth Infusion Conditioner; Aveda Dry Remedy Moisturizing Shampoo; Dry Remedy Moisturizing Conditioner; Aveda Men Pure-Formance Shampoo; Aveda Men Pure-Formance Conditioner; and Green Science Firming Face Creme.
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