The AVEDA business model has made the brand an empire today. How ? Why ? Pascal Bordat, Vice President Research Aveda/Estee Lauder Botanical Technologies, will describe the key points of this american success story for the NATURAL BEAUTY SUMMIT AMERICA to be held on May 14 & 15 in New York.

A leading brand in the United States in natural hair and body care, Aveda was launched by Horst Rechelbacher in Minneapolis in 1978. A visionary, Mr. Rechelbacher is convinced of the synergy between wellness, beauty and naturalness and zeroed in on the potential for a profitable business that was also respectful of man and the environment. Pascal Bordat shares his vision.

What is that characterizes natural and organic cosmetics in North America?

Pascal Bordat : The perception of organics. It’s one of the key factors in the US. Organics is becoming huge on different levels, well beyond the dimension of the product. In Europe, our perception of organics is centered on the safe aspect of the product. For American consumers, it’s the entire responsible approach – environmental and social – that counts.

These are the two points where AVEDA makes the difference. We pay responsible attention to the sourcing of raw materials and to the return for the various communities with which we work.

We function on an original business model that provides proof that ecological profit and economic profit are compatible. This real cohesion has important repercussions on the structure of companies that want to adopt this business model. This is what we will have a look at in this talk.

How is the U.S. market?

Pascal Bordat : The dynamism of this market is another important element to consider. He knows a double-digit growth, driven by the American movement but also from Brazil and China.

Kristel Milet – Blog Editor in chief

NATURAL BEAUTY SUMMIT AMERICA

Sheraton Hotel – New York – USA

May 14th & 15th 2012

www.naturalbeautysummit.com