Aveda Launches in South America With Sustainable Salon

Aveda is ramping up its growth trajectory, and Latin America is a key part of the strategy. The Estée Lauder Cos. Inc.-owned hair brand, which was acquired in 1997, has launched in Brazil and opened the Aveda Bioma Salon in Saõ Paulo, a partnership with local chain LACES. The salon, which incorporates elements of sustainability throughout its buildout, is part of Lauder’s strategy to incorporate renewable energy into its operations. Though skin care is Lauder’s powerhouse category at the moment (sales jumped 24 percent in the first quarter of fiscal 2020, to $1.8 billion, while hair was down 2 percent), the hair category, and in particular the Aveda brand, is set to play an integral role in the company’s Latin America expansion, said Daniel Rachmanis, Latin America president. Aveda launched in Latin America in the summer of 2018 and is in 19 salons, 13 Sephora doors and 13 department stores in Mexico. It is the fastest-growing hair-care brand in Mexico, according to data from The NPD Group in September. In Brazil, Aveda made its debut last month with e-tailer Slow Beauty, and with its concept salon Bioma. The salon was designed with a “creative collective” that included plastic artists, designers, architects and sustainability specialists. It

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