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Corporate Social Responsibility (CSR) is an idea that corporations have to consider the interests of customers, employees, shareholders, communities, and ecological considerations in all
Socially responsible investing (SRI) describes an investment strategy which combines the intentions to maximize both financial return and social good.

green@work : Magazine : Back Issues : Mar/Apr 2004 : Cover Story

Cover Story


The Aveda Tokyo Lifestyle Salon and Spa was recently honored with the Store of the Year Award in the Annual Institute of Store Planners/VM+SD International Store Design Competition. The salon, designed by FRCH Design Worldwide, was inspired by Aveda’s
mission statement, and, said the jurors, is “the ultimate example of how those values can translate into a built environment.” It also lauded the salon for “its confident use of materials” and for “pushing the brand in a new direction in a powerful fashion.”

Indeed, the facility artfully blends the company’s desire to inspire, nurture and
connect people who aspire to a lifestyle grounded in wellness, healing, spirituality, fashion and environmental stewardship. It was constructed using many locally derived sources and recycled materials. Specific environmental features include:

* wood flooring and stairs are made of Sokoita wood reclaimed from a demolished century-old farmhouse in Hida Takayama;

* cabinets made from compressed corn stalks;

rooftop solar panels to help offset energy needs;

* fixtures and furniture made from tamo oak, a locally-sourced and
sustainable wood;

* lighting fixtures chosen for energy efficiency;

* walls that are finished with low- VOC paints that reduce off-gassing and are non-toxic and non-polluting to the environment;

* positioning of the salon on the second floor to take advantage of the ample natural daylight, which lends itself to hair coloring services;

* walls in the spa treatment rooms made of soil, straw, sand and a watery clay that solidifies naturally without any synthetic hardening agents or excess energy;

* and plants specifically chosen for their air cleaning qualities and their connection to Aveda products.


Aveda offers this list of key questions to ask before designing, specifying, buying or using:

* Do we need it? Can we do without it?
* Can we borrow, rent or get it gently used?
* Is the project designed to minimize waste? Can it be smaller, lighter or made from
fewer materials?
* Is it designed to be durable or multi-functional?
* Is it available in a less toxic form? Can it be made with less toxic materials?
* Does it use renewable resources?
* Is reuse practical and encouraged?
* Are the product and/or packaging refillable, recyclable or repairable?
* Is it made with post-consumer recycled or reclaimed materials. How much?
* Is it available from a socially and environmentally responsible company?
* Is it made locally?
* Do we need it? Can we live without it?

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