Aveda, a skin and hair care company, recently announced that several of its shampoos and other products had obtained the coveted Cradle to Cradle (C2C) Gold certification for being environmentally friendly.
The products that won certification are Aveda Smooth Infusion Shampoo (unisex), Aveda Smooth Infusion Conditioner (unisex), Aveda Men Pure-formance Shampoo, Aveda Men Pure-formance Conditioner, Aveda Dry Remedy Moisturizing Shampoo, Aveda Dry Remedy Moisturizing Conditioner, and Aveda Green Science Firming Face Creme.
C2C endorsement signifies efforts to develop products with environmentally-intelligent design that:
- uses safe, sustainable, and healthy materials;
- allows for material recycling and reutilization;
- uses renewable energy or uses energy efficiently;
- uses water efficiently;
- is otherwise socially responsible.
The certification criteria are quite stringent and feature four tiers of increasingly strict certification–basic, silver, gold and platinum. The C2C process is, in short, a complete assessment of the entire product’s composition, manufacture, and life cycle to ensure that it is as environmentally friendly as possible.
One of the best things we can do to avoid greenwashing is to look for meaningful certifications by independent third parties that prove a product’s green credentials. C2C is one such credential we can rely upon to shop in a more environmentally responsible manner.