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AVEDA ANNOUNCES DISCONTINUATION OF INDIGENOUS PRODUCT COLLECTION Minneapolis, Minn. (November 4, 2003) - Aveda Corporation today announced the discontinuation of its Indigenous product line as well as its intention to abandon the 'Indigenous' trademark. The Indigenous collection contains 3 SKUs, which will cease production immediately. The three discontinued products include: a hair and body cleanser, massage oil and aroma candle. The decision was reached following a meeting among representatives of several indigenous nations of the Americas and Australasia and representatives of Aveda. "We are discontinuing the Indigenous product line to demonstrate our ongoing support and respect for indigenous peoples in their efforts to protect their traditional knowledge and resources," explained Dominique Conseil, president of Aveda. "Aveda will discontinue marketing any products under the 'Indigenous' trademark and, to emphasize its respect, will begin the formalities necessary to abandon any rights it may have in this trademark," Mr. Conseil added. By its action, Aveda also hopes to stand in solidarity with indigenous peoples in their quest for recognition of intellectual property rights in their traditional wisdom. Indigenous peoples are considered the stewards of much of the world's biodiversity. The Aveda Indigenous line was originally introduced to connect the modern consumer to the timeless wisdom and values of indigenous peoples. Aveda's intent was to raise awareness about the beauty of their sustainable lifestyles, and to generate funding for key indigenous programs through sales of these products. According to Conseil, Aveda remains committed to its indigenous partnerships and will continue to seek the guidance and knowledge of these wisdom-keepers. "Aveda will continue its ongoing partnerships with indigenous communities in the sustainable sourcing of plant and flower ingredients," explains Conseil. "Aveda also intends to develop new frameworks for enhanced partnerships, based on sustainable business and conservation models, and, even more importantly, self determination. We hope to achieve a solid sense of interdependence in the greater 'web of life.'" Aveda The Art and Science of Pure Flower and Plant Essences develops, manufactures and markets an extensive collection of plant-based hair care, skin care, makeup, Pure-Fume™ and lifestyle products which are sold in more than 8,000 salons, spas and Experience Centers around the world. Entrepreneur and environmentalist, Horst Rechelbacher, founded Aveda in 1978. The company is headquartered in Minneapolis and New York City. |
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