Beliefs and Opportunities

By: Jeff Falk

Posted: May 9, 2007

As printed in GCI magazine’s December 2005 Issue

Aveda, one of The Estée Lauder Companies’ brands,  has challenged itself through the belief system it’s implemented, which includes social responsibility and mutually achievable ecological and profit goals. The challenge of achieving these goals in the company’s packaging has been taken up by Aveda’s vice president of package development, John Delfausse.

“Designing for the environment takes package development to a new level,” said Delfausse. “Aveda needs to ensure that the packaging materials have a minimum impact on the environment during their total life cycle—from a raw material to disposal. I have started asking my product developers to think about how they will educate the consumer about the package’s end-of-life handling.”

The added challenge in this endeavor is that there are fewer materials to work with, and product compatibility needs must be met while satisfying Aveda’s design goals—endeavors that Aveda works closely with its suppliers to achieve.