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In 2010, Alexandra Weston launched the H Project with the aim of “positively impacting the world” through thoughtfully curated products and support for artisans.
“Now, over a decade later, H Project holds pride of place as a key part of Holt Renfrew’s national sustainability strategy and our culture, in general,” says Weston, DVP of brand and creative strategy at Holt Renfrew. “We recently published our inaugural annual sustainability report in June, and we are all so proud. H Project has always led the way and pushed the needle for what more we can do as a business to minimize our footprint and maximize our positive actions.”
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One of the latest brands to launch within the retailer’s H Project offering is the longtime hair-care line Aveda.
“Brand partnerships like this not only align with our brand values but also help Holt Renfrew get closer to achieving the targets we have set for ourselves around increasing the number of sustainable edit brands we offer in both beauty and all departments,” Weston explains.
We caught up with Weston and Melissa Chelminiak, global director of Mission Partnerships and Engagement at Aveda, to learn more:
Q: For those who aren’t familiar, what is Aveda?
Chelminiak: A force of nature since 1978, Aveda was founded by hairstylist Horst Rechelbacher with a mission to care for the world we live in. Crafted with care for people and planet, Aveda creates vegan, plant-powered, high performance products for hair, skin and body.
Q: And for those who aren’t familiar, what is H Project?
Weston: H Project is about connecting consumers, causes and communities to inspire a new generation of purposeful luxury and drive positive change in the world through retail. Way back in 2010, Holt Renfrew began partnering with select brands to create products with 100 per cent of proceeds donated to charity.
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In 2013, H Project evolved into a permanent department both in stores and online, dedicated to selling products from around the world that are beautiful and have compelling narratives. This can come from supporting local cultures and communities, having minimal impact on the environment and/or positively impacting the world.
Q: Is there anything that might surprise people to learn about Aveda?
Chelminiak: Aveda’s products are manufactured using 100 per cent wind and solar power in its primary facility and the brand pioneered the use of 100 per cent post-consumer recycled PET bottles eliminating the use of virgin plastic wherever possible.
Q: What made Holt Renfrew a good fit for a partnership?
Chelminiak: Holt Renfrew is the perfect partner for Aveda Canada because we share brand values through the Holt Renfrew’s H Project. As sustainability and caring for the planet is in the forefront of Aveda’s mission, this aligns with H Project’s commitment to offer sustainable products to Holt Renfrew customers both instore and online.
Q: Which products can shoppers expect to find in stores?
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Chelminiak: We offer a curated assortment of Aveda’s vegan, high-performance hair and body formulas at Holt Renfrew. All Aveda products are created with sustainability and artistry at heart with innovation in botanical technologies and green chemistry. You will find Aveda’s high-performance franchises including Invati Ultra Advanced, Botanical Repair, Nutriplenish, and Scalp Solutions.
Q: How does this launch play a role in H Project’s ongoing commitment to offering sustainable products to Holt Renfrew shoppers?
Weston: Over the last 10 years, H Project’s values and criteria, specifically around responsible materials and clean beauty, have been adopted by the whole company. Each buyer and department have a target around the percentage of products they bring that meet our Holts Sustainable Edit — an initiative launched initially within H Project. AVEDA helps the beauty team further expand the number of products in this category and further grows the number of clean, value-driven beauty products that we offer to our customers.
Aharris@postmedia.com
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