Nicole Andre

I like to look good but I was never been a high maintenance woman until my husband gave me a gift card to an exclusive Aveda salon and spa. It’s nestled in the heart of downtown and has the look of “only high society people may enter.” Needless to say, I was thrilled to receive this gift card but honestly, I was nervous to step foot in that place.

It just so happens I fell in love with Aveda that day. I fell in love with the entire experience and am now a frequent flyer of Aveda’s website as well as Jiva’s Salonspa. The salon is located in a prime area with a great deal of traffic and the ambiance inside this place is almost intoxicating. The aromas are earthy, clean and peaceful much the opposite of a conventional salon with the smell of hair perms, nail polish remover and hairspray. The colors are calming and serene, like an ideal day at a spa should be. But it wasn’t just the environment and the smell, it was the people too. Everyone greeted you and smiled and there was a distinct professionalism in their approach to servicing clients. Not only that, but the Aveda products practically sell themselves. And even though products are priced at a salon level, know that your purchase is much more than a dollar in Aveda’s pocket. The products are made with pure plant-sourced ingredients (mostly derived from developing countries to enhance living conditions) and packaged in recycled containers. They smell fantastic and I know first-hand that Aveda truly works.

Now that a picture has been painted, take a moment to see what’s behind the beauty. Aveda has taken a global stance with a mission of mutual achievement among the economy and the environment. They have a strong belief in going beyond the beauty to create and sustain efforts in protecting the planet and the people living on it. They’ve had numerous campaigns that donate portions of proceeds to organizations such as the Breast Cancer Research Foundation and clean water projects spearheaded by Global Greengrants. Their most enduring campaign, however, is the annual Earth Month Campaign that began more than ten years ago.

They employ a synergistic marketing strategy with the notion that all of their efforts are tied together in engaging their customers. While advertising is done through print and digital marketing channels, Aveda makes great strides to utilize email and social media platforms such as Facebook to further develop customer connections.

I know at the end of the day, Aveda has made a mark in corporate social responsibility, inspired customers and not only expanded upon brand loyalty but driven customers to be more active in their personal environmental efforts.

Is this approach to marketing too much or is it right on with what corporate social responsibility should be?

Graphic Credit:
Animationfactory.com