AVEDA TO JOIN MECCA
Naturally derived skincare, makeup and haircare products have been long demanded by beauty consumers, with beauty conglomerate Mecca Cosmetica celebrating this trend early on. The company will now be continuing its relationship with natural products by welcoming world renowned haircare provider, Aveda, into its stores, making it the first cruelty free haircare brand to join the specialty beauty retailer.
“We are very excited about this new partnership with Mecca. This launch strengthens our eco-system and we are proud to once again be pioneers in the industry,” said Aveda Australia General Manager, Clint Piper, “We believe our brand values really resonate with the Mecca Beauty Junkie and want to make our products easily accessible to this eco-conscious consumer and build awareness amongst millennial customers, which in turn, will grow the Aveda brand across all channels.”
Since its establishment in 1978, Aveda has graced salons around the globe with its plant-based hair products, where the brand has proven its ability and naturalistic methods. Aveda’s innovations combine modern science with the ancient healing of Ayurveda to develop natural ritual-based treatments that act as both professional-grade products and treatments for holistic beauty.
Aveda’s efforts have been recognised on multiple occasions, and were honored earlier this year with the win of a Sustainability Leadership Award. The brand’s annual Earth Month campaign each April has raised over $56 million, showcasing Aveda’s important philanthropic roots as well.
True to Mecca’s ideology, Aveda’s goal with this partnership is to offer accessibility to beauty consumers who are passionate about natural haircare. In celebration of the launch, Aveda salon stylists will host a series of ‘Meet the Styling Experts’ in-store sessions. These sessions will offer beauty-lovers the chance to perfect buns, braids and beach waves using Aveda product favourites.
The new partnership will provide beauty-lovers with Aveda products in 10 Mecca stores across fives states, as well as the online store at www.mecca.com.au.