Aveda Canada celebrates a decade of giving back with WaterAid

TORONTO — This April, Aveda Canada celebrates the ten year anniversary of a partnership with WaterAid and commitment to the global need for clean water. Over the last decade, Aveda has contributed over $38 million to WaterAid projects, with Aveda Canada raising over $3.5 million through annual Earth Month initiatives.

Aveda Canada celebrates this milestone with the launch of a 3-year Madagascar Project, donating all proceeds raised to WaterAid clean water projects in Madagascar. Consumers are invited to participate in this April’s Earth Month cross-Canada fundraising initiatives, Appointments for Clean Water and Walk for Water, both on April 25, 2016.

“Caring for the planet and its inhabitants is at the core of Aveda’s philosophy,” says Ray Civello, CEO, Aveda Canada. “While we work with WaterAid throughout the year, we love engaging with consumers each April for our annual Earth Month to raise as much as we can to support the global need for clean water.”


From April 2016 to March 2019, all proceeds raised through Aveda Canada’s annual Earth Month initiatives will support WaterAid’s Madagascar partner organization, FIKRIFAMA, to provide 100% access to clean water in the country’s Sabotsy Anjiro and Belavabary regions. Over the course of 3-years proceeds raised will:

  • Provide clean water to roughly 19,000 people
  • Apply WaterAid’s approach of combining water, sanitation and hygiene education
  • Ensure the construction of drinking water supply systems
  • Achieve 100% water access in Sabotsy Anjiro and Belavabary (currently, there is only 51% access in Sabotsy Anjiro and 0% access in Belavabary).


Walk for Water: At 9 a.m. in 14 cities across Canada, consumers are invited to join the Aveda Canada team in a walk for water. The 6 kilometre distance is symbolic of the average journey millions of people take daily to collect water in Madagascar. To register, visit: collegaearthmonth.com/register.

Appointments for Clean Water: Taking place in Aveda-partner salons across Canada, Aveda Canada will donate all regular service fees paid on April, 25, 2016 directly to WaterAid. Additionally, a special $5 service menu will offer bang trims, waterless hairstyles and hand massages. For a list of participating salons visit: collegaearthmonth.com/appointments.

To learn more about Aveda Canada’s Earth Month initiatives and how to participate, visit collegaearthmonth.com/.


Founded in 1978 in Minneapolis, MN, Aveda creates high performance, plant-based products for beauty professionals and consumers. Aveda innovates in botanical technologies, combining the principles of modern science and Ayurveda, the ancient healing art of India, to develop performance-driven hair, skin and body products— made with pure flower and plant essences — that are created with respect for the Earth, and a comprehensive menu of ritual-based treatments for holistic beauty.

Throughout the years, Aveda has pioneered new benchmarks of environmental responsibility in beauty. It was the first company to sign the Ceres Principles in 1989 – a nonprofit organization mobilizing business leadership on climate change, water scarcity and other sustainability challenges – and the first beauty company to manufacture with 100 percent wind power in its primary facility. Aveda was also the first beauty company to receive a Cradle To Cradle charter for its commitment to sustainable products, packaging and production. In 2013, Aveda was honored with the first Legacy Leaders Award from Cradle to Cradle for its pioneering role in environmental leadership. Currently 11 products are Cradle To Cradle Certified. Since 1999, Aveda’s annual Earth Month campaign, held each April, has raised more than $44 million to support environmental projects around the world.

Aveda products are available in Aveda Salons, Spas and Experience Centers. Visit www.aveda.ca/locator to and your location.

Go behind-the-scenes at Aveda on the blog at www.livingaveda.com.

Media Contact

Kathleen McDonald, Account Coordinator
647-527-7644 (cell)
56 The Esplanade, Suite 403
Toronto ON M5E 1A7