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Profile: It’s Not Easy Bein’ Green

By: Leslie Benson
Posted: March 5, 2008, from the March 2008 issue of GCI Magazine.

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Professional hair care, specifically, has been a successful sales category for Aveda, and Kapsner sees it as having great growth potential in the global market in upcoming years. However, Aveda is also branching into a new green skin care line, for professional and consumer use, which uses 100% postconsumer packaging. From ingredients to packaging, Aveda’s SKUs uphold sustainability and environmental responsibility.

Kapsner also supports Aveda’s partnerships with organizations such as the Global Greengrants Fund, which donates funds to grassroots environmental organizations in developing countries. He and his co-workers build relationships with indigenous people—Brazilian land owners, for example—helping them sustain their way of life.

Kapsner says he feels blessed that his personal and professional goals to be environmentally conscious go hand in hand. He would agree, in the words of one legendary Jim Henson frog: “It’s not easy being green … [but] it’ll do fine; it’s beautiful.”

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