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