This case study details the findings of the analysis of a single Cradle to Cradle Certified product compared to a non-certified equivalent. The document is one of ten examples intended to support the Technical Report which provides more information on the framework developed and a all findings of the pilot study across a range of products and companies. This document introduces the Aveda company narrative and product analysis of the Cradle to Cradle Certified GOLD Aveda Invati shampoo (with packaging certified at the SILVER level), compared to an earlier version of the same product. This identifies and describes impact improvements in the fields of business, society and the environment, related to Aveda’s pursuit of Cradle to Cradle Certified product certification.
An overview of the methodology is given on page 14 with a more detailed discussion of the approach available in the supporting Technical Report. The research findings (page 18) review work done by the company to optimize product performance across the five quality categories of material health, material reutuilization, renewable energy and carbon management, water stewardship and social fairness, and its effect on business performance. Through product optimization, Aveda reduced impacts of the Invati shampoo across water consumption, energy requirements, and increased consumption of recycled material for packaging – increasing from 80% to 100% recycled content.