Aveda Pure-formance

by Rider Thompson on 02/28/2008 | 2 Minute Read

Editorial photograph

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

I had the chance to speak with Aveda's HeidiNorman, Executive Director of Men's and Styling about Pure-formance andits packaging design.

RT: What is the concept/idea behind the Pure-formance line - not many dedicated men's lines out there what prompted it?

HN: Aveda is a brand thatappeals to everyone - men and women of all ages, but we knew we had anopportunity to reach our male guests in a much more targeted way.Prior to the launch of Aveda Men, male guests represented approximately12% of our business, and we knew that the right product lineup combinedwith some additional male-focused services could help us triple thesize of our existing business.  When we looked at the overallopportunity, it was very attractive. We determined that we wanted to dosomething that spoke directly to Men - something that addressed theirneeds in a very unique way. We researched the physiology of men'sscalps - specifically what makes them different from women. We learnedthat men's scalps are twice as thick, and produce twice as much oil,and that they are prone to dryness and flaking.  Our R&D teamhelped identify a phyto-active blend that could address these concerns,and we created a product line around that high-performance blend.

RT: Packaging graphic design - who designed it and what is the concept?

HN:The Aveda Men logo and the packaging were designed to be visuallydisruptive - to stand out in an Aveda retail environment. Weintentionally set out to create something that looked totally differentfrom what was in the market - and what everyone knew to be Aveda. Wewanted Aveda Men to feel like a sub-brand, something with its ownidentity. We went for a logo treatment that felt masculine, some havesaid it's evocative of tribal or indigenous symbols; it was totallydifferent than anything else Aveda, yet it felt totally Aveda. We'refortunate to have a very talented team at Aveda, and we also engaged anoutside agency to help us with some of the design aspects of theproject.

RT:  Packaging industrialdesign - it looks like some of the packaging is stock (tubes etc) andsome is custom (shampoo bottles etc) is that correct? Who designed thepackaging. What is the concept behind the custom bottles etc.

HN:  At Aveda, our packagingchoices - and really all of our business decisions - are driven by ourcommitment to the environment. We really pushed the envelope on PCRcontent for the primary and what little secondary packaging we created.The shampoo and conditioners are custom, the jars in the line are stockmolds and the tubes are stock cut to size. We worked with our partnersat Johnson printing on the cartons.

Sustainable is Good

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