dominique conseil
LIVE(green)
DOMINIQUE CONSEIL
Dominique Conseil joined Aveda as President on July 1, 2000. As such, he sees himself as having a dual purpose: to aggressively cultivate Aveda's business globally - which includes a selective network of salons, spas, schools and retail stores - while demonstrating to business leaders that ecological and profit goals are mutually achievable. "Nature works," is his mantra. Working closely with Aveda founder, Horst Rechelbacher, Dominique continues to realize the company's original vision of connecting beauty, well-being and the environment.
Conseil’s first task was to improve Aveda’s distribution network, and oversee an expansion plan into Asia and the Pacific. He was also firmly committed to ensuring that research into new products continued, and continued with Aveda’s original goals at the forefront. “Some people say you cannot pursue naturalness and deliver cutting-edge results,” he said in the Fast Company article. “That’s just something petrochemical companies say. They have to discredit nature because they cannot take a patent on a plant.”
Following Rechelbacher’s lead, Conseil led Aveda forward in its commitment to being green. “We are increasing the organic content in our products,” he told the London Sunday Times ’ Bethan Cole. “All our aromas have to be 100 percent organic-certified oils; as for the rest of the formula, we would not approve anything that didn’t have a 95 percent plant mineral content.” He also devised a checklist for all Aveda products. Those responsible for each division must ensure that shampoos, bath products, cosmetics, aromatherapy candles, and other products come from verifiable sources and that the use of each ingredient does not adversely affect the local community. Aveda has a target goal of zero waste, and Conseil is one of its chief proponents. Aveda’s plastic bottles, for example, are made from 80 percent post-consumer recycled content.
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