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Beliefs and Opportunities

By: Jeff Falk
Posted: May 9, 2007

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“Through supply chain collaboration, we have been able to share many of the industry’s best practices and share supplier technologies,” said Delfausse.

He also addressed taking the Aveda environmental mission and methods from Aveda to the rest of the The Estée Lauder Companies’ brands and to the packaging industry beyond. “This is part of my role as the packaging representative to the Estée Lauder Corporate Environmental Committee, as well as for my position with the Sustainable Packaging Coalition as a member of the executive committee.”

Delfausse noted that one of the “Aveda differences” is its commitment to its beliefs, which includes giving back to society. Delfausse has gone so far as to state that Aveda is going to share its technology because “it’s the right thing to do,” noting that it’s a strength because consumers recognize that the company remains true to its brand heritage.

Delfausse counts the development role packaging played in the repackaging of Aveda’s color cosmetics line as one of his proudest achievements. It’s among the many that Delfausse and Aveda have met in striving toward the company’s vision to connect beauty, environment and well-being.

“We were able to introduce the use of many recycled materials that had never been used. Our lipstick was an award-winning design that used PCR (post consumer recycled) high impact styrene, aluminum and polypropylene (PP). Our lip glaze used PCR–PP for the first time in a blow molded bottle, and now our lip and eye liners are using Forest Stewardship Council-certified wood for another first in the industry,” Delfausse said.