Aveda receives Cradle to Cradle sustainability endorsement
15/06/2009
Aveda is
proud to be the first beauty company to receive Cradle to Cradle
certification for four botanical ingredients: sandalwood oil from
Australia, rose oil and lavender oil from Bulgaria and uruku from
Brazil.
Cradle to Cradle product certifications recognise Aveda's recent
extraordinary efforts to develop products and processes that conform to
the world's most advanced standards for intelligent design, sustainable
stewardship and reuse of materials.
The following Aveda products have avchieved Gold-level C2C
certification. These include Smooth
Infusion Shampoo, Smooth
Infusion Conditioner, Aveda
Men Pure-formance Conditioner and Exfoliating
Shampoo, Dry
Remedy Moisturising Shampoo and Conditioner.
The certification follows three years of rigorous independent
assesment by the Environmental Protection and Encouragement Agency
(EPEA) to ensure that each ingredient meets ecological and health
criteria based on the Cradle to Cradle Design Concept (C2C), which
replaces the "waste model" concept with the concept of "nutritional
cycles."
C2C principles require that materials must be either continually
reuseable or biodegradable and renewable, and must meet standards for
human health in production, handling and use as well as impact on the
evironment.