Aveda Pure-formance

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.

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

SISG:  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 that appeals to everyone - men and women of all ages, but we knew we had an opportunity to reach our male guests in a much more targeted way.  Prior to the launch of Aveda Men, male guests represented approximately 12% of our business, and we knew that the right product lineup combined with some additional male-focused services could help us triple the size of our existing business.  When we looked at the overall opportunity, it was very attractive. We determined that we wanted to do something that spoke directly to Men - something that addressed their needs in a very unique way. We researched the physiology of men's scalps - specifically what makes them different from women. We learned that 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 team helped identify a phyto-active blend that could address these concerns, and we created a product line around that high-performance blend.

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

HN:  The Aveda Men logo and the packaging were designed to be visually disruptive - to stand out in an Aveda retail environment. We intentionally set out to create something that looked totally different from what was in the market - and what everyone knew to be Aveda. We wanted Aveda Men to feel like a sub-brand, something with its own identity. We went for a logo treatment that felt masculine, some have said it's evocative of tribal or indigenous symbols; it was totally different than anything else Aveda, yet it felt totally Aveda. We're fortunate to have a very talented team at Aveda, and we also engaged an outside agency to help us with some of the design aspects of the project.

SISG:  Packaging industrial design - it looks like some of the packaging is stock (tubes etc) and some is custom (shampoo bottles etc) is that correct? Who designed the packaging. What is the concept behind the
custom bottles etc.

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

The graphic design for the packaging and logo are by Duffy & Partners, a Minneapolis-based firm.

Aveda is adding a new exfoliating shampoo to the Pure-formance line this March.  The product is packaged in a stock tube and uses all natural exfoliants.  We had the chance to try the new shampoo and found it to be one of the best shampoo products we've tested.  The formula is more of a paste with natural exfoliants included.  The new shampoo gently removes scalp build up and is so lite it easily rinses clean.   

Aveda has created a truly unique men's line with Pure-formance, one that should do very well and help the company continue to grow.  Following the line will prove interesting to branding folks as well as those interested in packaging and greener products.