Aveda's homepage stars the obligatory female model—this particular one with lips as thick as a couple of thumbs—but the site's copy promotes the brand's environmental policies as much as its pucker-plumping lipstick.

Aveda might not be so Earth-friendly, since it advocates mixing your own concoction of beeswax, vegetable glycerine, and dried soapwort root, but how many major cosmetics companies can boast that its products are manufactured with "100% certified wind power"? Though one could dismiss the brand's motto—"Beauty is as beauty does"—as an aphorism worthy of Forrest Gump, its mission is better clarified by statements such as "authentic beauty is one that works in harmony with the greater web of life."

More than (glossy) lip service
A robust "About us" section describes the brand's commitment to environmental principles, starting with the source of what makes that lipstick so red (it might be raspberries). An ingredients glossary lists the brand's natural origins, from acacia to yucca, and each description is cross-referenced with links to products containing that ingredient.

One also learns about Aveda's commitment to causes, including breast cancer and the company's annual environmental-awareness program known as Earth Month. The site tallies fundraising results, but one would like to see some more information. During Earth Month (the month of April), "Aveda salon and spa professionals, employees and guests work together to raise funds for grassroots organizations that protect biodiversity and address environmental issues around the world." Why not show pictures of various Aveda employees during these activities, or a couple of employee interviews?

To be fair, much of this information is further developed on the brand's Professional Connections website, but it couldn't hurt to expand on the environmental topics on the consumer site with images or video.

One can download a brochure in PDF format about Aveda's participation in the Coalition for Environmentally Responsible Economies (CERES), but the report might be outdated (it says "05/06" on the cover), not everyone wants to read a five-panel brochure online, and few have the means to print out a 26.88" x 8.5" full-color document with ease. The brand should consider posting some of the information online—or uploading a printer-friendly document.

Oh yeah, they also sell makeup
Like the typical cosmetics site—or nearly any site that sells stuff—the bulk of Aveda's site is its products pages. Product descriptions include not just the natural "key ingredients" and links to complementary products, but also (where applicable) their environmental impact. A simple brush used for applying blush, we're told, is made with "non-animal bristles" and sports a "25% post-consumer recycled (PCR) aluminum handle."

Each product page also includes tips for use, but the site lacks the option for consumer feedback one finds on sites like Cover Girl's, nor does it have helpful features like CG's online "mini makeup mirror." Aveda's Flash-powered hair style gallery is pretty cool, however, even though the average Joe's 'do looks nowhere nearly as stylish as any of the men's selections.

Not surprisingly, cosmetics consumers are loyal to the brands that have made them look their best in life. But Aveda's environmental principles, deftly communicated on its website, are likely to make users of other products reconsider their choices. Why not, after all, feel good while looking good?