LONDON — There’s been a wind of change blowing through Aveda’s primary manufacturing plant, ever since the Estée Lauder Cos.-owned natural-beauty brand switched its energy resources to wind power.
“It’s something we’re really proud of,” said Dominique Conseil, president of Aveda.
Since September, the company has been using 100 percent wind energy at its primary manufacturing facility in Blaine, Minn., where 60 percent of Aveda products are made. Working with Xcel Energy, Aveda buys energy certificates to offset its electricity use. The wind energy purchased is incorporated into a national utility grid, which supplies power to Aveda’s plant.
The move steps up the contribution that Aveda, which uses ethically sourced ingredients, makes to conserving the environment.
“Between 1996 and 2004, about half of the energy needs of Aveda were offset by myriad conservation projects,” said Conseil, adding that the efficiencies are not only ecological. “That saved us $230,000 per year on utility costs.”
The Aveda chief is keen to prove that environmentally friendly actions can not only be ethical but also beneficial to a brand’s bottom line.
“Profit can be green. It’s one of the premises on which we work, being part of a publicly traded company,” said Amanda Le Roux, general manager, Europe, for Aveda.
“Aveda believes profit and ecological goals are not mutually exclusive,” added Conseil. “We go further and think they’re synergistic.”
The Aveda move comes as environmental issues are increasingly grabbing headlines and heightening consumers’ awareness of the long-term risks associated with pollution.
“I think beauty companies have an overwhelming responsibility,” said Conseil. “Beauty has to be good. If it’s not good, it’s not beautiful.”
Indeed, many beauty brands have taken up that challenge of late. Organic brands and products based on sustainable resources have become one of the fastest-growing segments in the business. While still niche, beauty monoliths have recently thrown their weight behind the trend. Gucci Group-owned YSL Beauté recently unveiled an organic treatment line by designer Stella McCartney; L’Oréal acquired Laboratoire Sanoflore, an organic manufacturer, and Groupe Clarins took a stake in natural brand Kibio and will collaborate with it on an organic cosmetics line.
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“The more people that get into the whole [natural product] area, the better it is for everybody and for us, as it raises awareness,” said Le Roux.
Aveda has also been working to make the public conscious of environmental concerns. Annually it hosts Earth Month events in its stores and salons to raise awareness and funds. Since 1999, it has collected over $6 million for the cause.
Said Conseil, “Never doubt that a small group of committed citizens can [incite] change or that a committed group of hairdressers can change the world.”