PAttention, April – The waves of the Tyrrhenian Sea crash against the rocks and the aroma of salty air envelops the body and mind. A place where land and sea meet to create a scenario where well-being is the order of the day. It’s right here Avedaa hair care brand committed to protecting the environment since its founding in 1978 decides to support the campaign #DA5A50 designed to provide, together with Oxfam Italy, pure water the poorest and most vulnerable communities affected by conflict, drought and natural disasters.
On a 2-day mini-trip to neoclassical Palermo, ten of the most popular Italian content creators, including Julia Valentina, Sara Luna Canola, Nicky Passarella AND Alessia Colonna were escorted to discover the world of Aveda, a global leader in sustainability and vegan hair care brand, which celebrates this year Earth month with a mission to improve the lives of millions of people. Here, wellness moments devoted to testing the brand’s products and strolling through the romantic streets of Palermo alternated with moments aimed at presenting the mission of caring for the planet.
Water is a precious commodity for the Aveda and for the planet
This year Aveda decided to celebrate Earth Month with a new campaign #DA5A50 in partnership with Oxfam Italia, a global movement of people working to fight inequality and the injustice of poverty. Mission? Deliver to countries in greatest need such as Syria, 5 million liters of waterfor drinking, cooking and washing, thanks to the many initiatives that will be implemented throughout 2023. One was launched this month and provides an opportunity to support Earth Month and Oxfam with a minimum donation at participating Aveda Salons or with a free donation. with a special link.
Born from a dialogue between the principles of modern science and Ayurveda to create vegan products designed for hair (and nature), Aveda has established itself as an innovator in botanical technology and green chemistry. Last major milestone? Receipt B Corporation™ Certified (“B Corp”), recognizing its longstanding commitment to social and environmental responsibility.
Green initiative Aveda among glimpses of Palermo
This year in the walls Palace of Santa Marina, in the heart of the historic center of Palermo. Here, where past and present meet, ten special guests had the opportunity to immerse themselves in the green world of Aveda and discover its values, heritage and sustainable activities. Later, to balance this educational part with a bit of relaxation, the content creators went on a wellness journey led by Aveda’s master trainers among the vegan formulas, essential oils and typical Aveda rituals that are replicated in their spas.
Leading up to dinner, as the blue skies turned warmer to slowly approach the intense blue of the evening, guests were invited to the Aveda Uni.co salon to try the products on their skin (and hair). , the most beloved brands, including lines botanical renovation, Nutritious AND Invati Advanced. The pearl of this corner of beauty? Glass floor under which the excavation overlooks the streets of the old city from 600 BC. to the present day.
From here, the discovery of the sustainable world of Aveda has moved to an exceptional dining destination, namelyBotanical Garden of Palermo. A magical place surrounded by lights with azure hues, where guests, between one vegan course and another, had the opportunity to listen to guest speakers of the brand and Oxfam Italia, ending the first day in style. Instead, the second and final day was devoted to a mini-tour of Palermo’s most famous sights, allowing all guests to breathe in the dreamy atmosphere of this unique city.
Learn more about the Aveda #DA5A50 campaign in collaboration with Oxfam Italy and celebrate Earth Month
Source: Elle