With a name like ‘Green Science Firming Creme,’ you’d be excused for thinking beauty product maker Aveda had jumped on the greenwashing bandwagon. Really? Green Science? Turns out, uh, no, it really is pretty green. And, apparently, backed by science. Aveda actually has a long record of green thinking, and that record was just bolstered by the news that seven of its products have earned Cradle-to-Cradle (C2C) certification and also earned Aveda an endorsement as a C2C Company.
The seven products that earned C2C gold certification, the third highest of the four C2C levels, are Smooth Infusion shampoo, Smooth Infusion conditioner, Dry Remedy moisturizing shampoo, Dry Remedy moisturizing conditioner, Aveda Men Pure-Formance shampoo, Aveda Men Pure-Formance conditioner and, of course, Green Science Firming face creme. Aveda’s packaging also earned C2C silver certification, the second C2C level.
As Jonathan Bardelline, of GreenerDesign, explains, “Aveda developed those products and many more with C2C principles in mind from the start. The company has worked…for five years to advance its product design criteria and guidelines.” Aveda was recognized for the breadth of its efforts, from products, processes, renewable energy, biodiversity, buildings and sites, supply chains, purchasing, social fairness, training and more.
For more info, here’s Bardelline’s piece, and the company’s C2C announcement.
