THE WHAT? Lauder-owned Aveda has landed in South America with the opening of a sustainable salon in Brazil, according to a report published by WWD.
THE DETAILS The eco-friendly hair care brand has partnered with local firm Laces to open the Sao Paolo space. The brand also launched on Brazilian e-commerce site Slow Beauty at the close of 2019.
THE WHY? Aveda’s natural positioning will fit well in Brazil, the birthplace of fellow naturals brands such as Natura. The launch is part of Lauder’s wider strategy to grow the Aveda brand. “We aim to be leaders in the prestige segment [in Brazil],” Daniel Rachmanis, President, Latin America The Estee Lauder Companies, told WWD.