Friday, September 11, 2009

USA:Aveda cools off with NY’s hottest designers at S/S 2010 shows


Aveda, the maker of plant-derived hair care, skin care, makeup, and lifestyle products--and a global leader in corporate environmental sustainability-- celebrates five years of its innovative green backstage partnerships with New York Fashion Week designers. For Spring/Summer 2010, Aveda is collaborating with John Patrick Organic, Yigal Azrouel, Jason Wu, Project Runway winner Christian Siriano, and Rodarte to reduce the environmental impact of their shows by taking the following four steps:

•Replace bottled water with New York City tap water. Aveda will provide reusable 20 oz. non-toxic aluminum Earthlust bottles filled with New York City tap water.
•Eliminate use of fur in shows and in all retail iterations.
•Serve organic, locally-sourced food to models, stylists, makeup artists, and production staff backstage. Food provided by Aveda.
•Print all show materials on paper with a minimum of 20% post-consumer recycled content.

This season, Aveda turns up the heat on its green backstage program, helping fashionistas cool off with Ice Cream for the Earth. The Company has engaged a Van Leeuwen Artisan Ice Cream truck, offering ice cream cones, regularly priced at $3.95, for a $1 donation to the Natural Resources Defense Council (NRDC) outside each of its five shows. Made with organic and locally-sourced ingredients, the Van Leeuwen Artisan Ice Cream truck is a New York City sidewalk staple and summer favorite. Van Leeuwen concocts their ice cream's custard base using three ingredients: fresh, hormone free milk/cream from local farmers in Lewis County New York, egg yolks, and pure cane sugar.

Since the inception of the Company's green backstage program at Spring/Summer 2008 Fashion Week, Aveda's efforts to provide reusable, non-toxic aluminum bottles have eliminated the use of approximately 5,100 plastic water bottles. This season's shows will bring the total to more than 6,500--helping to prevent almost 6,000 plastic water bottles from ending up in already-overflowing landfills.

This season, Aveda introduces new ways to get backstage access and a first look at Spring/Summer 2010's hottest looks, including:

•Live Twitter updates from backstage at Fashion Week by Aveda's leading stylists. (To follow your favorite Aveda stylist, please visit and click on the Twitter widget.)
•Behind-the-scenes videos of Aveda stylists prepping models for the shows, posted to Aveda's YouTube channel and Facebook page
•Step-by-step video demos of the hair looks at Yigal Azrouel and Christian Siriano, posted to Aveda's YouTube channel and Facebook page

Our mission at Aveda is to care for the world we live in, from the products we make to the ways in which we give back to society. At Aveda, we strive to set an example for environmental leadership and responsibility, not just in the world of beauty, but around the world. 

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