Magazine article E Magazine

Behind the Greens: Dominique Conseil, President of Aveda

Magazine article E Magazine

Behind the Greens: Dominique Conseil, President of Aveda

Article excerpt

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5 Questions of Environmental Leaders

Dominque Conseil became Aveda's president in 2000, following roles as a cosmetics executive for Proctor & Gamble and L'Oreal. But when Conseil joined Aveda, it was with a purpose in mind--to improve the brand's organic content, to source ingredients that benefit indigenous growers and to maintain transparency for shoppers.

1. E Magazine: What is involved in Aveda's botanical research?

Dominque Conseil Our labs find highly active botanical ingredients in order for us to be able to fulfill our first promise, which is a promise of performance. There is this completely wrong idea that if it's natural it doesn't perform. It's from decades of communications by petrochemical groups. Actually nature works very, very well.

2. E: How do you find unusual ingredients across the globe?

DC: Some of the most powerful ingredients that we have are also fantastic stories of social responsibility, and we owe them to [advisor] David Hircock. We launched a very high-performance skin-care line called Green Science, which has the ingredient argan. Argan is a tree from Morocco. And the women there have these cooperatives trying to harvest sustainably this natural resource. David saw the opportunity to give Aveda a great ingredient--the argan oil--but also to have these cooperatives earn a better living.

3. E: What does it mean when your company calls a place a "center of excellence"?

DC: A center of excellence is a place that produces a raw material that is very high quality but is also exploited in a way that is environmentally sustainable and socially helpful. …

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