Aveda Institute gears up for April’s Earth Month to raise cash for global water conservation charities


With Aveda’s Earth Month 2014 marking its 15-year anniversary, the team at the brand’s flagship Covent Garden Lifestyle Salon and Spa is stepping up alongside thousands of other Aveda locations around the world to raise $6 million to benefit water conservation.

The initiative will see global Aveda stylists volunteering their time to offer ‘appointments for the Earth’ in return for a donation to Earth Month, including all salon services. The Covent Garden flagship will host a Cut-a-Thon and Beyond Salon Takeover on Monday 7 April, with funds raised benefiting Earth Month partner Water Aid and its mission to improve access to safe water, hygiene and sanitation in the world’s poorest countries.

This year’s charity work is the latest in many years of the salon group helping communities around the world, with Aveda professionals in more than 30 countries collectively raising over $32 million in support of Earth Month since the campaign’s inception in 1999.

Aveda general manager Darren Potter comments: “Social responsibility has been a pillar of the Aveda ethos since the brand’s founding in 1978. Aveda professionals are living proof that beauty and environment are inextricably connected – their commitment to Earth Month is remarkable.”