Our mission at Aveda is to care for the world we live in, from the products we make to the ways in which we give back to society.
At Aveda, we strive to set an example for environmental leadership and responsibility, not just in the world of beauty, but around the world.
We
“There
“There are no rules in hairdressing. We are the only rules.”
HORST
RECHELBACHER
Why Aveda? Because our brand philosophy has never been more relevant
The Aveda Way: Enduring Performance 1 Product manufacturing is powered by Aveda’s solar array and/or wind energy through renewable energy credits and carbon offsets. Striving to achieve derived on average using the ISO standard. From plants, non-petroleum minerals or water. 3 85%+ of our skincare & hair styling PET bottles & THE AVEDA MISSION Plant infused. Sustainability at heart. Vegan 100% wind & solar powered manufacturing1 Pioneer in 100% PCR PET bottles3 90% naturally derived hair care2 Click on each icon
Performance + Enduring Values achieve a Silver Zero Waste to Landfill certification using the UL scheme by end of 2021 at our primary manufacturing facility. 2 Hair care is 90% naturally jars contain 100% Post-Consumer Recycled plastic.Aveda was the first beauty company to use 100% post-consumer recycled PET packaging. Aveda is now Leaping Bunny approved. icon for more information
Aveda: A History Aveda and Charity: Water Partners for 3 Years $4.8M+ raised
of Social Impact Aveda and Asia Network for Sustainable Agriculture & Bioresources Partners for 17 Years Aveda and the Yawanawá Partners for 29 Years 450K acres protected
“Aveda is planet positive and positively planet renewing. As a sustainable activist, I cannot ever work with a brand that is not making a positive contribution to the earth and looking after the future of our wonderful mother nature and her resources.” Gina Gina Conway Aveda London, Winchester and Poole @gina_conway_aveda
Aveda Leads in Sustainability and Green Chemistry • Born cruelty free • Never tested on animals • >90% naturally derived ISO Standard • 100 % vegan, now and forever
and
Responsible Manufacturing • Aveda supports the development of renewable wind energy to help offset our carbon footprint over time, your salon could too. We are proud to be the first company manufacturing products with 100 % wind • More than 83 % of the waste generated at our primary manufacturing facility is reused or recycled • On-site 900 kW solar array powers up to 50 % of the primary manufacturing facility electrical needs *First beauty company manufacturing with 100 % wind power in our primary facility
Manufacturing wind time, and beauty wind power * recycled needs
Responsible Packaging • Aveda pioneered 100 % post-consumer recycled (PCR) packaging in beauty and has won more than 20 awards for our packaging innovations • First beauty company in the world to be recognised for our efforts in developing environmentally intelligent products that can be full reused in a way that preserves or even increases their value • To date, 94% of Aveda’s cartons are FSC Certified * * FSC stands for Forest Stewardship Council, an organisation that works to promote the practice of sustainable worldwide. FSC certified means products meet the ‘gold standard’ of ethical production. Wood is harvested forests that are responsibly managed, socially beneficial, environmentally conscious and economically
Packaging
recognised way * sustainable forestry harvested from economically viable.
Sustainable Sourcing
Aveda prioritises the use of renewable, plant-based ingredients; socially responsible business practices and providing support for our sourcing communities.
Sourcing communities.
Consciously Clean Aveda is: 100 % high-performance, vetted by Aveda global stylists AND 100 % Vegan AND Silicone, paraben and synthetic fragrance free AND > 90 % naturally derived hair care AND 95 % of essential oils are certified organic
Clean
We never use: Parabens, phthalates, mineral oil, petrolatum, formaldehyde, formaldehyde donors, ethanolamine, SLS, SLES, paraffins, oxybenzone, benzene, retinyl palmitate, microcrystalline wax, polyethylene beads, triclosan, triclocarban, lanolin, carmines and talc. Ingredient Glossary With transparency as a key priority for the Aveda consumer, now has 100 + key ingredients featured on the Aveda.com
SLS, palmitate, Glossary consumer, Aveda Aveda.com glossary.
Free & Vegan
Cruelty
• Cruelty-free is the #1 claim people look for in natural • 75% of consumers would purchase a product labelled “cruelty-free” over one without that label • The inclusion of vegan ingredients is considered a high indicator of the naturalness of a product
Vegan products
labelled high
Transform your business with Aveda Get support to: MOTIVATE YOUR STYLISTS HONE YOUR BUSINESS SKILLS RECRUIT MORE NEW GUESTS SELL MORE RETAIL Click on each topic for more information
MOTIVATE YOUR
STYLISTS
YOUR
24/7 Online Learning With Aveda Purepro ™ Learn Your Completely Personalised
In-Salon Classes Learning Assisted For Creative People From Artist To Artist Customised To Your Needs Your Way Personalised Training
Career Paths to Grow and Nurture Stylists
Ambassador Purefessional Guest Artist Artistic Team
Aveda Education provides dynamic learning opportunities that fuel your creativity and desire for excellence. Whether you are fresh on the scene or a seasoned professional we provide courses that inspire and challenge every skill level. To guide you through the Education journey our courses are grouped into 4 categories of skill level. THE AVEDA EDUCATION EXPERIENCE AVEDA EDUCATION
ACADEMY EDUCATION EXPERIENCE
DISCOVER
Build a strong foundation for professional growth with hands on learning that will refine your skills, reveal your potential and equip you for long term success.
EVOLVE
Go beyond the basics with in-depth courses created to magnify your unique strengths while challenging you to develop in areas of opportunity.
ELEVATE
Take your skills to the next level with intensive learning courses designed to propel your career forward.
ADVANCE
Challenge yourself to achieve maximum results with Aveda Business College and Aveda Advanced Academy courses that will help you establish a professional presence in the industry.
Salon Retail Experience Ambassador Be part of a community of like-minded passionate, growth-seeking Aveda Are you a ... • Passionate Mentor & Peer Educator • Team Member with strong retail sales results • Lover of Aveda • Problem Solver • Consistent and exceptional Aveda Service Provider What it’s about? Dive head first into the wonderful world of Aveda – join this Programme to certify as a Salon Experience Ambassador, unleashing inspiration for you and your salon team whilst growing your business and deepening connections with your guests. Learn • Aveda innovation for 2023 • The Aveda Guest Experience including our signature Rituals of Renewal • Presentation skills • The skills to become a salon educator • How to measure & leverage sales opportunities • To plan and execute salon events Retail sales in Aveda salons represent 20% of all sales, whilst the industry
Aveda enthusiasts Retail your retail industry average is 8-10%
Aveda Pure Colour Master
an Aveda
Aveda Educators
PURE COLOUR MASTER
We are seeking passionate, confident, and influential Aveda Artists who are wanting to push the limits of their skillset. By graduating as
Pure Colour Master, you will elevate your colour and business knowledge to the highest accolade being mentored by fully certified and experienced
and salon professionals. Over this live 6 day, 2-part learning program you will achieve: • A full Aveda colour expert induction, covering 7 key technical elements designed to give the knowledge of a true master • Social media training from Aveda Influencer Artists • Presentation and facilitation certification • Business acumen and benchmarking to invoke revenue potential • Colour application mentorship with exclusive Trend forecast access • The chance to test and give feedback on future technical innovations • Final test and graduation with pass, credit, or distinction Join our exclusive colour club! Once your certified we will have regular virtual check-ins, exclusive product insights and an annual colour network meet.
“Aveda’s Educational Support has been so important to us in building our business. From Technical Colour Education, to Inspirational Sessions, to Business Courses, Aveda has us covered – a great tool for helping us to inspire and nurture our team.”
Dean & Duncan James Dun’s House Aberdeen
@jamesdunshouse
BUSINESS
HONE
SKILLS
YOUR BUSINESS
Aveda Business College Connect with like-minded salon owners and discover how to achieve 10% profit – up to 5 times the industry average. During Benchmarking 2.0, discover how the key indicators for success, and how to elevate your service from good to great covering the main points below: • Setting our learning journey up for success • Benefits of being an Aveda Salon • Challenges for Small Businesses • Finance Foundations • Identify good vs great service • Learn how to sell the experience • What is my service generating? • Aveda Sales Benchmarks • Aveda Expense Benchmarks • Create a plan for success • Engaging your team in change
“Aveda
was our biggest inspiration
when
we first opened Butchers. To marry our values and ethics by partnering with such a forward thinking, conscious company with luxury products
was a
no brainer.” Susannah & Katie Butchers Salons London & Leicester @butcherssalon
RECRUIT NEW GUESTS
RECRUIT MORE GUESTS
Driving Traffic to Your Salon
IS OUR #1 PRIORITY
Driving traffic from online into salon
… And Powered by Flossie
Industry first technology markets appointments on behalf of salons, because 70% of bookings are outside of business hours
Meet Her We did a deep dive with 3,000 women to really understand what our new guests want. We’re targeting 3 consumer types: 1. TREND FORWARD INFLUENTIALS “I like to be on brand and look my best at all times” 2. HAIR CARE ENTHUSIAST “I love to express myself through my hair” 3. CONFIDENT HEALTHY HAIR SEEKERS “I like my hair natural and healthy”
BY Brand Aligned Influencers
Jourdan Riane
AMPLIFIED
Riane
Mollie King
Emma Louise Connolly
Locator
AVEDA.CO.UK Salon
*Results from 5 Salon test August-December 2017 Build Your Online Business WITH SALON A-COMMERCE • 75% of guests had never purchased a product before • Retail buyers double their purchases
before *
+ AVEDA PLUS REWARDS
Aveda manages everything so you can benefit from this established loyalty programme Delight your customers by being able to treat them to rewards and gifts Benefit from an exclusive mailing list driving new and existing clients to visit and spend more in your salon SALON EXCLUSIVE monthly promotions to support new product launches and maximise reatil sales
MORE
SELL
RETAIL
MORE
Merchandising Intuitive visual merchandising, designed to maximise retail
retail sales
We Protect Our Own
Aveda want to
work with
salons
that are
mission aligned
and want to grow with us
We have a zero tolerance policy towards unauthorised distribution
Own
“ I love that AVEDA are selective about who they work with, the support our salon has received from the team since joining has been overwhelming and I am thrilled to join their collection of accredited salons.” Rebecca Rebecca Dickenson Hair Bawtry @rebeccadickensonhair
Skincare Body Care
Care Men
Custom Hair Colour • Minimum of 92 % naturally derived* • Conditioning plant oils • Essentially damage-free • Long-lasting colour and shine • From deep to vibrant shades • Completely customisable, infinite colour possibilities, so less inventory needed “ IT’S LIKE HAVING AN ARTIST’S PALETTE.” –Ronnie Pryor | Owner, Source Salon *From plants, non-petroleum minerals or water, using ISO standard.
Colour that cares more than ever
The new protective botanical oil blend features sustainably sourced ingredients with 20% more weightless oils for enhanced condition and shine. Certified organic avocado rich in monosaturated fats. Ours family The avocados harvested
Certified organic sacha inchi oil is rich in omega-3 oils and comes from a plant native to the Amazon forest. Our supplier works with a local partner who obtains the seeds from family farms and presses them at a factory in Peru.
organic avocado oil is in omega-9 monosaturated Ours comes from family farms in Africa. avocados are handharvested and cold pressed.
Certified organic baobab oil comes from cold-pressed seeds from the “Tree of Life” as it is known in Africa. Our partner in West Africa has given local people a sustainable source of income.
“Aveda’s full-spectrum hair colour and haircare solutions allow us to create bespoke colour that nurtures our clients’ hair and delivers their hair goals – whether that is platinum blonde, a beautiful balayage or vibrant red – in a natural and sustainable way.”
Ed Edward James London
@edwardjameshair
Powerful Hair Care ROOTED IN NATURE
Care *From plants, non-petroleum minerals or water, using ISO standard. >90% Naturally Derived* Hair Care
Professional Treatments
BOTANICAL REPAIR ™ TREATMENT
Intensive professional treatment strengthens and repairs three key layers of hair – from the surface to the core. Hair is visibly healthier, shinier—naturally full of life.
NUTRIPLENISH ™ ULTIMATE HYDRATION TREATMENT
Instantly replenish moisture with nutrients as you help relieve stress with oil and heat. Hair is lush and visibly healthier.
AVEDA SHINE TREATMENT
Add beautiful, radiant shine to your hair that lasts through 20 washes – in just 5 minutes.
A solution for every
DAMAGED THINNING HAIR
COLOURED
hair type
every
CURLY DRYFRIZZY
UNEQUALED INFUSED WITH
OUR
UNEQUALED HEROES, WITH NATURE
Botanical Repair ™ Plant-powered hair repair • Instantly strengthens and repairs from the inside out; creates new hair bonds • 95 % say their hair feels instantly repaired • Hair is visibly revived, shinier and naturally full of life “ I found this conditioned and strengthened my hair after one use.” Botanical Repair ™ Leave-In Treatment – Kazcuzz 77, Norfolk | 5 stars
Nutriplenish™ Nutrient-powered hydration • Lush, replenished, visibly healthy hair • Light and Deep Moisture — choose the collection for you • Intense nutrient-powered superfood hydration with omega- 5 rich pomegranate oil nourishes hair, creating lasting moisture “ I am just in love with this product. Definitely recommend.” Nutriplenish ™ Leave-In Conditioner – Veon 111, Stone, Staffordshire | 5 stars
* Reduces hair loss due to breakage from brushing, after using the Invati Advanced ™ system for 12 weeks. Invati Advanced™ Naturally derived solution for thinning hair • Reduces hair loss by 53 %* • Instantly thickens hair • Invigorating blend of Ayurvedic herbs helps you keep the hair you have longer * “ I have really thin hair. Since I have started using this product, I feel vitality in my hair. It looks thicker. Thanks Aveda.” – Loqman, Edinburgh | 5 stars
AROMA: THE #1 REASON
GUESTS LOVE AVEDA
WHY
SOFTNESS (shampoo #SMELLSLIKEAVEDA WITH PERFORMANCE “My hair is so soft and it smells SO good” – Natasha | 5 stars
with cherry blossom and sweet almond oil blend with lightweight abyssinian oil with micellar technology SOFTNESS & BOUNCE (shampoo & conditioner) NOURISHES (shampoo & conditioner) GENTLY CLARIFIES (shampoo & conditioner)
Best & Brightest BE PART OF A CARING NETWORK BE PART OF THE
Aveda Lifestyle Salon & Spa,
Garden
Covent
The Aveda Lifestyle Salon & Spa is owned by Aveda and embodies all that the brand stands for. Our salon is one of London’s most prestigious salons, harnessing the talent of over 70 hair & beauty experts and is the largest owned salon in Europe. We share best practices from this salon with our entire network and use it as a space to test and learn with our teams.
A BEAUTIFUL WAY OF LIVING IN THE WORLD Horst Rechelbacher, Founder
