Aveda to push green issues in campaign

Aveda, the beauty products company, is ramping up its focus on its green credentials as part of a marketing strategy for next year. It plans to launch a product or range linked to an environmental issue every two months.

The first execution will launch in the US on January 1 and will focus on wind energy. It will include press ads and in-store material, featuring pictures of windmills used to power Aveda’s factory in Minnesota. The campaign will have the strapline “Beauty Is As Beauty Does”.

The UK campaign will begin in February, looking at post-consumer recycled packaging. It will have the theme “What a Beautiful Waste” and will highlight efforts in waste reduction. It is understood the campaign will run across press, in store and online. The ads will coincide with the launch of a range of men’s products, although details have yet to be disclosed.

The Estée Lauder-owned company has traditionally concentrated on the natural, organic formulations in its skin-and hair-care ranges.

In April, the spotlight will be on access to clean water, and the brand will launch an Earth Month Candle, a limited edition soy-wax scented candle. In May, the UK campaign will focus on wind energy, echoing the earlier US ads. Aveda will launch a hair-care product, Smooth Infusion Style-Prep Smoother, alongside the execution.

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