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Aveda™ has announced it has become the first beauty company in the world - and only the second U.S. company in any industry - to receive a Cradle to Cradle (C2C) sustainability endorsement.

The endorsement comes from sustainability consultancy McDonough Braungart Design Chemistry, LLC (MBDC), the firm that pioneered the concept of Cradle to Cradle design, and the implementation of eco-effective design principles.

Cradle to Cradle product certifications recognize Aveda's recent efforts to develop products and processes that conform to the world's most advanced standards for intelligent design, sustainable stewardship, and reuse of materials.

C2C endorsement recognizes companies' efforts in developing environmentally-intelligent products with a goal of eliminating waste entirely.

The endorsement by MBDC adds to Aveda's record of environmental sustainability. Throughout Aveda's 30-year history, the company's accomplishments have included the pioneering use of wind energy in the beauty industry, leadership in the use of recyclable packaging and support of organic agriculture.

Aveda's C2C certification and endorsement are the culmination of 30 years of socially and environmentally responsible business practices. "As the first beauty company to achieve Cradle to Cradle endorsement, Aveda is recognized as a leader in intelligent design," said Aveda President, Dominique Conseil. "Designing and manufacturing products can be environmentally responsible when environmental goals are factored into the concept at the very beginning. At Aveda, we believe that authentic beauty cares for the environment which we inherited from elders, and will leave to generations that follow."

More at: http://www.happynews.com/news/5282009/aveda%20earns%20cradle%20cradle%20endorsement.htm