Aveda was honored by the Cradle to Cradle Products Innovation Institute (C2C) for its pioneering role in environmental leadership by increasing reusability of materials and creating a healthier and better world.
Co-founded in 2010 by William McDonough and Michael Braungart with support from Robert F. Kennedy, Jr., Wendy Schmidt and Brad Pitt, the Cradle to Cradle Products Innovation Institute is an international non-profit organization created to administer the Cradle to Cradle Certified Products Standard, a continual quality improvement system for transforming the making of things into a positive force for society, economy, and the planet.
On November 15, 2013, at the inaugural Cradle to Cradle Innovation Celebration held in New York, C2C honored Aveda™ The Art and Science of Pure Flower and Plant Essences and maker of botanically-based professional hair care, skin care, body care, Pure-Fume™ aroma, makeup and life style products with the presentation of the Legacy Leaders Award in recognition of being a founding company who has a strong impact on their industry. Global Brand President of Aveda, Dominique Conseil accepted the award on Aveda’s behalf.
Some of AVEDA’S certified products:
Aveda has currently received C2C certification for the following seven products: Aveda Men Pure-Formance™ Shampoo, Aveda Men Pure-Formance™ Conditioner, Aveda Smooth Infusion™ Shampoo, Smooth Infusion™ Conditioner, Aveda Invati™ Exfoliating Shampoo, Invati™ Thickening Conditioner, and Invati™ Scalp Revitalizer.
Upon receiving the Award, Dominique Conseil stated “Aveda’s role since the brand’s inception in 1978 has been a major contributor to the well-being of our environment and society. Aveda was the first private company to sign the Valdez Principles after the huge oil spill to call for greater corporate responsibility in 1989, and later became the first beauty company manufacturing with 100% certified wind power. Today, Aveda is still as committed to leading by example in terms of socio-environmental responsibility — not just in the world of beauty, but around the world.”
Bridgett Luther, President of the Cradle to Cradle Products Innovation Institute, remarked, “As we work to educate manufacturers and consumers on the many ways they can update their manufacturing processes to create products that are healthier for people and planet, it is critical to have leaders like Aveda illustrating the path to positive. The entire legacy of Aveda is based on a dedication to environmental responsibility, and we are thrilled to honor them as a leader in the next phase of environmental and health innovation.”