THE NEXT GENERATION OF PRESS KITS Aveda Launches the Online Pressroom pr.aveda.com NEW YORK (February 2006)—Aveda™, the maker of plant-derived hair care, skin care, makeup and life style products, invites you to clear your press kit clutter and detox your desk. Introducing the Aveda Online Pressroom: 24/7, virtual, on demand PR—created exclusively for the press. A true trail-blazer, the Online Pressroom is a journalist's all-access pass to in-depth research information—updated daily—with zero paper waste—and designed to meet the immediate and ongoing needs of the press. Kiss Press Kits Goodbye The Online Room brings Aveda's cumulative press materials and initiatives to the press in a revolutionary way. It is not only a complete, virtual library of information on Aveda, but also a site through which the press can download hi-res images, request products, and receive one-on-one attention from Aveda's Global Communications team. The Online Pressroom features:   • Press kits on demand • Company information   • Product fact sheets • Aveda's environmental initiatives   • Password-free fact-check service • Fashion show calendars, photos, and press materials   • Interactive Aveda timeline • Recent and upcoming events   • Downloadable hi-res images • Complete library of press releases   • Botanical Library of Ingredients provided by the American Botanical Council • And much more... "The Online Pressroom is the next generation of press communications" says Chris Molinari, vice president of Aveda global communications. "The site is interactive, inviting, and effortless—and will continue to evolve with the needs of the press, and with the growth of the brand." This Type of Logging Saves Trees The Online Pressroom upholds Aveda's vision of connecting beauty, environment and well-being—for the press—online. Excess press kits and paper waste has always been inherent to the PR world. Aveda's Global Communications department alone prints over 135,000 pages of letterhead, and sends out over 27,000 folders, 10,000 posters and brochures each year. Aveda’s Online Pressroom zaps those numbers to a single-digit zero; it's zero-waste, paving the way for sustainable success. Join Our Click. The Online Pressroom launches February 1, 2006 at www.pr.aveda.com. Register and log on for unlimited 24 hour access. For press use only. "Our mission at Aveda is to care for the world we live in, from the products we make to the ways in which we give back to society. At Aveda, we strive to set an example for environmental leadership and responsibility, not just in the world of beauty, but around the world." - Horst Rechelbacher, founder