For Aveda, It's Easy Being Green

NEW YORK Cosmetics makers typically promise to make their users beautiful, but Aveda is trying a new pitch: saving the planet.

After years of product-focused marketing, the Estee Lauder-owned beauty brand’s 2008 campaign will tout its green credentials.

Suzanne Dawson, vp of global marketing at Aveda, cited research showing eight of 10 Americans now believe that it is important to buy products from green companies. “We’ve always talked about our environmental work to the trade, but now it’s time to start shouting it to a larger audience,” she said.

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