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Aveda Sets Groundbreaking Standard in Sustainability for Beauty Industry
Date:4/28/2009

Earns Cradle to Cradle Endorsement and Certification from Experts Braungart and McDonough

BLAINE, Minn., April 28 /PRNewswire/ -- Global sustainability leader Aveda(TM) today announced it has become the first beauty company in the world and only the second U.S. company in any industry to receive a Cradle to Cradle (C2C) sustainability endorsement, with seven Aveda products achieving Gold Level C2C certification.

Today's endorsement comes from sustainability consultancy McDonough Braungart Design Chemistry, LLC (MBDC), the firm that pioneered the concept of Cradle to Cradle design, and the implementation of eco-effective design principles. Cradle to Cradle product certifications, completed by MBDC and its affiliate, the Hamburg, Germany-based Environmental Protection and Encouragement Agency (EPEA), recognize 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.

C2C endorsement recognizes companies' efforts in developing environmentally-intelligent products with a goal of eliminating waste entirely. EPEA, founded by life-cycle expert, Professor Michael Braungart, and MBDC, co-founded by Braungart and renowned designer and green architect, William McDonough, are the global leaders in certification of sustainable processes, products and services.

The endorsement by MBDC adds to Aveda's impressive record of environmental sustainability. Throughout Aveda's 30-year history, the company's accomplishments have included the pioneering use of wind energy in the beauty industry, leadership in the use of recyclable packaging and support of organic agriculture.

Aveda's C2C certification and endorsement are the culmination of 30 years of socially and environmentally responsible business practices. This
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SOURCE Aveda
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