Another Take on the Aveda CAPS Launch

Margaret Teich with Max (in sunglasses) and Jacob Malamed, who collect bottle caps for recycling.

Photo: Margaret Teich

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At the launch of the Aveda CAPS program in New York City, Evan Miller -- Aveda's director of New and Environmental Media -- confirmed that while Aveda artists did do the hair styling for the Alexander Wang, Rodarte, Preen and 3.1 Phillip Lim shows, the makeup used was not all Aveda. Miller said artists had cited what they considered a limited color palette as the main reason.

Interestingly, Miller confirmed that those participating shows agreed not to use fur, as part of their efforts at going green. According to Miller, the incorporation of an environmental ethic into something as high-profile as New York fashion week demonstrates that "you can still have high fashion and do it environmentally responsibly."

When pressed about the reason Aveda still uses petrochemicals in products, Miller said that all new products made after 2001 are without synthetic materials. "Our number one priority is to provide clients with the best product possible," said Miller.

At its Blaine, Minnesota headquarters, Aveda employs about 80 chemists working on new formulas. These days Aveda's founder, Horst Rechelbacher, has also been winning acclaim for the organic and natural beauty products made by his new company, Intelligent Nutrients.

According to Miller, Aveda is "doing all they can to educate in-house workers, help salons green their facilities with energy and water savings, and provide up-to-standards professional products."

Margaret Teich is the Associate Producer of The Lazy Environmentalist, a correspondent for Ecorazzi, and blogs at g spotting (green trend spotting).

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