Beauty Store Business

DEC 2012

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Editor's Note Aveda Launches Inside Nordstrom Marc Birenbaum Executive Editor mbirenbaum@creativeage.com "Customers are going to love shopping [for Aveda] in our stores and on our website." AVEDA PRODUCTS ARE AVAILABLE in Aveda Experience Centers and more than 7,000 hair salons and spas in 30-plus countries and at aveda.com. In the United States, Aveda has more than 5,500 salons and spas, 109 Aveda Experience Centers and 53 Institutes. And now Aveda is in select Nordstrom sites nationwide via a new "store within a store" concept. In November, Aveda launched a test program of Aveda Experi- ence Centers inside 15 Nordstrom stores that will "increase accessibility and brand awareness," say Aveda officials. The Aveda Experience Centers are introducing the company's philosophy of connecting beauty, wellness, education and environmen- tal awareness to Nordstrom shoppers. Aveda products are also available at nordstrom.com. The Aveda Experience Centers in Nord- strom are providing a prestige environment where Nordstrom shoppers can experiment with Aveda's botanically-based beauty products and have an opportunity to experience the brand through a series of complimentary Rituals of Renewal, includ- ing an Aroma Sensory Journey, a Stress Relieving Hand Ritual and a Stress Reliev- ing Neck and Shoulder Ritual. Skin and hair consultations as well as complimentary Comforting Tea are also being offered. "We know that many Nordstrom shop- pers don't know or use Aveda today yet they have a high affinity to our brand, so we are excited to be able to introduce them to our high-performance products as well as a wonderful service experience," states Martin Kaufmann, general manager of North America for Aveda. "We're delighted to have this amazing opportunity to reach 4 December 2012 | beautystorebusiness.com new Aveda guests and introduce them to our salon-and-spa network across the country through referrals from our Experi- ence Centers in Nordstrom." Laurie Black, general merchandise manager and executive vice president for cosmetics at Nordstrom, adds, "We're thrilled to partner with a renowned brand like Aveda that has such worldwide appeal. We think our customers are going to love exploring and shopping [for Aveda] products through [Aveda] Experience Cen- ters in our stores and on our website." Aveda Experience Centers in Nord- strom are showcasing Aveda's commitment to environmental sustainability and inno- vative design by aligning all design aspects with the Aveda mission and sourcing responsible materials from like-minded companies. All locations are adorned with sustainably-harvested bamboo displays and accent furniture. Aveda Experience Centers inside Nor- dstrom stores are at Chandler Fashion Center, Chandler, Arizona; Arden Fair Mall, Sacramento, California; Irvine Spectrum Center, Irvine, California; Cherry Creek Shopping Center, Denver; The Village of Merrick Park, Coral Gables, Florida; Mont- gomery Mall, Bethesda, Maryland; North- shore Mall, Peabody, Massachusetts; West County Center, St. Louis; Fashion Show Mall, Las Vegas; Providence Place, Providence, Rhode Island; North East Mall, Hurst, Texas; Northpark Center, Dallas; Tacoma Mall, Tacoma, Washington; Alder- wood Mall, Lynnwood, Washington; and Dulles Town Center, Dulles, Virginia. This test program is brilliant! I can't wait to check out one of the 15! Q

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