EVERYONE WANTS TO SAVE THE PLANET – SOME PEOPLE ALSO WANT TO SCORE BIG POINTS WITH CONSUMERS

Aveda is asking us to save the planet in their 2008 marketing campaign. After years of product focused marketing, the Estée Lauder owned brand will tout its green credentials.

Suzanne Dawson, VP of global marketing at Aveda said research shows that eight out of 10 Americans believes 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.

The new campaign, “Beauty is as Beauty Does,” will focus on a new green issue every six to eight weeks in print and in-store displays in the company’s 8,000 salons.

The print ads will feature models posing against the backdrop of windmills used to power Aveda’s Blaine, Minn., factory.

They will also highlight packaging waste, promoting their use of 100 percent recycled materials in product packaging.

This is good thinking. Going green is one way to ingratiate yourself to the consumer. The other way is to emphasize production of goods made in the USA. A new movement is brewing to bring back jobs to the US. Consumers are wary of outsourcing and defective products made overseas.