Aveda’s new men’s line,
Pure-formance is a big step for the Minnesota-based company. The line
launched in July and is unique, positioned almost as a sub-brand of
Aveda. Through innovative packaging featuring high levels of post
consumer recycled content and bold graphic design Aveda’s Pure-formance
is a sound example of a new more sustainable product line from a company
that is no stranger to greener packaging.

I had the chance to speak with Aveda’s Heidi
Norman, Executive Director of Men’s and Styling about Pure-formance and
its packaging design.