Words such as eco, lohas and slow life have become common words in our lives today. Let's look at the quality of life and our environment and reevaluate them; this kind of thinking has been firmly established among people. AVEDA is a natural-cosmetics company that has grown through the power of flowers and plants, communing with nature since 1970's. The pioneer company that focuses on the relationship between beauty, health and the environment. What messages can we take from AVEDA's achievement and vision?


Aesthetics and science born from a bottle of shampoo
Since its establishment in 1978, AVEDA has been loved by people the world over. The brand, whose products are sold and used at ov-er 8,000 shops, spas and network hair salons in 23 countries and regions today, surprisingly, started with a bottle of shampoo. The founder Horst Rechelbacher, who was then an internationally successful hair-stylist, encountered "the science of life that uses the human being's natural healing power" in India - the traditional medicine called Ayurveda. He took this inspiration and created a shampoo with natural plant ingredients. AVEDA's products, who-se main ingredients are plants and flowers, and which are made mostly of organic ingredients and non-oil minerals, attracted people, not only in the US, but all over the world. AVEDA has been kno-wn, not only for its excellent hair care products and skin care pro-ducts, but as a brand that helps people create beautiful lifestyles.

What AVEDA is doing in order to treasure the life-filled earth
With the theme "An environment that can be sustainable", AVEDA has been making a great effort toward environmental preservation through the manufacturing of their products and by sharing some of the company's profits with society. The brand's activities include using only materials that are considerably non-burdensome to the earth with which to build shops and salons, using recycled materials for packaging, and the most unique activity that AVEDA is involved in, the traceability system which allows customers to see how the product was made from the soil to becoming the product. Holding hands with many indigenous people and farmers all over the world, and borrowing their wisdom learned only from living with flowers and plants for a very long time, AVEDA nurtures plants with rich soil. Using this process, the brand makes products with plants such as sandalwood from West Australia, lavender from Bulgaria and babacu nuts from Brazil. This answers the question of who nurtured what, where and how and guarantees rich products, while at the same time, becomes a source of income. We also support education system and medical facilities for a stable life among those involved.
AVEDA has also been actively promoting the use of natural resources. Under the partnership with the RARE Center for Tropical Conservation, AVEDA is involved in programs to support six world heritage listed areas to help preserve their ecology. AVEDA continues in the effort to reach people and teach people about what eco-tourism is and to engender respect for natural environments.

27 years ago, a man faced the greatness of nature's gifts and understood the importance of living with nature. He started a brand and the brand has become a leader in the world of beauty, and now that brand is becoming a leader in environmental conservation. The way AVEDA holds hands and lives with nature opens our eyes and makes us realize many important things.

Earth Month 2006


What is Earth Month promoted by AVEDA
As a part of their effort to preserve our safe environment, AVEDA calls April Earth Month and has devoted themselves to lead people to look at our environment for the past 10 years. This year Earth Month run from March 30th until May 10th, and with the slogan "Plants’ breaths are our lives". AVEDA does everything in its power to save plants in danger of extinction, and did some campaigns to save the diversity of species on this planet. AVEDA is known for its dedication to activities that we can all be a part of, such as donating at AVEDA’s network salons and spas. Here are some of AVEDA's most outstanding activities that were done during Earth Month.

Signature campaign to let the world know the importance of the planet's plants
Soil pollution, excessive deforestation and illegal trading all over the world have pushed many plants and their ecology near to the point of extinction. AVEDA has launched a signature campaign wherein customers' signatures are collected at AVEDA salons and shops. The signatures collected in the US are submitted to President George W. Bush. Those collected in other countries are submitted to the UN. During Earth Month 2005, 2,867 customers participated in this campaign, and 235,000 signatures were co-llected worldwide. AVEDA aimed to collect 275,000 signatures this year to support environmental preservation.

Limited Edition- Light the Way: Rose Geranium Candle to save plants
Light the Way: Rose Geranium Candles, limited edition candles were sold to support Earth Month this year. Rose geranium, found in South Africa, is a beautiful violet flower with the sweet scent of roses. This plant is also a symbol of AVEDA's traceability system, with which customers can see how the products have been manufactured. The entire proceeds of this aroma candle, which is made of organic ingredients, were donated to BGCI (Botanic Gardens Conservation International Japan) for plant preservation.

Join the green activity with celebrities
Using a hand-made technique that has been brought down through the generations in Alabama, the eco-fashion brand, Project Alabama, creates various products. Project Alabama has designed Earth-friendly Eco-bags with used T-shirts. The bags will bear celebrities' autographs and handprints, and will be put up for auction on June 5th, World Environment Day. Many celebrities are participating in the project including Jessica Alba and Kirsten Dunst from the US and Kahimi Karie and Mari Natsuki from Japan, to name a few. The unique eco-bags have a playful touch and are perfect for shopping and outdoor activities. The proceeds will be donated to NRDC (Natural Resources Defense Council).
Online auction site: www.ebay.com/aveda (June 5th – June15th)

　http://www.aveda.co.jp/