Where are you going?
mission statement
Thom Ciarniello sets new standards for Salon & Spa Industry
Completes Cosmetology school, becomes licensed Hair Stylist
Stylist and Owner in Washington D.C for over 20 years
Opens Casal’s De’ Spa & Salon, in Canfield, Ohio in 1994
Becomes Business Professional for Aveda Corporation
Opens second location in Poland in 2002, Specializing in nails
Opens another salon/spa in Howland, Ohio
An Aveda Evolution
Casal’s Enters the School Industry
Thom purchases Hair Academy April of 2003
Hair Academy begins transition into an Aveda Institute
1st quarter 2004 Hair Academy becomes Casal Aveda Institute
March of 2006-The opening of Casal’s second school in Las Vegas
Casal Aveda Institue sets new standards
Receives “Visionary Award” at 1st Institute Summit, Minneapolis, May 2004
Doubled enrollment in one year
Receives “Outstanding Earth Month Achievement Award” at Mid-America Congress, Cincinnati, June 2004
In 2009, only Aveda business in Las Vegas recognized for exceeding Earth Month goal
Awards
Pure Growth Award: This award is in recognition of outstanding percentage of sales dollar growth as an Aveda Lifestyle Salon & Spa
Outstanding Earth Month Achievement. This award is in recognition of the dollars raised and the signatures collected for environmental causes in the month of April.
Top 200 Fastest Growing Salons Today Magazine:Casal’s was recognized at the congress for the award given by a top industry publication for the professional beauty industry.
Concept Longevity Award: Casal’s celebrates it’s 18th year in business as an Aveda Concept Salon
Why Aveda?“When we opened, Aveda was unheard of
here. Value-added services, head massage, plant products were unknowns.
Then four days before our salon opening, it was destroyed by fire. Everything was
gone. I told my team to do what they had to do. They said, “If we had to deliver
pizzas until it’s rebuild, we’re staying.” And they did. We spent the four months until
opening getting retrained and immersed in Aveda, SoHo, Minneapolis, Fredric’s , you name it. When we finally opened, we were
the biggest story in the community.”Thomas J. Ciarniello
Since its inception in 1978, Aveda has set new paradigms for beauty, wellness and sustainability. Aveda products are of high quality and
high performance while also being kind to our professionals, our
guests and the planet. Top-class education keeps stylists and
therapists on the cutting edge of artistry and touch. With Aveda, you begin your journey set up for great
success.
Aveda has the highest “try to buy” ratio in the industry; 54% of
consumers who try Aveda buy Aveda
Aveda stylists’ service tickets are 25% higher than the industry average
National referral program through Aveda’s website; each year more than two million people visit Aveda.com for
referrals to local Aveda salons and spa
Over the past several years, consistently, more than half of Salon Today’s 200 fastest growing salons
have been part of the Aveda network Aveda salons and spas sell three
times more retail than their nearest competitor
58% of America's 200 fastest-growing salons named Aveda their best-selling
brand.
What makes up Aveda?
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salons & salons & spasspas
Lifestyle status
reserved for Aveda
exclusive salons and
spas with very high
visibility and high
traffic retail
locations
Concept carries Aveda
exclusively
Network
carries Aveda
and up to
three other
product lines
Aveda Hair Color
Up to 99% naturally derived hair
color, 100% performance: Aveda
hair color answers all your needs
naturally – from full grey
coverage to vibrant color – while
leaving hair silky, touchable, and
essentially damage-free (unlike
synthetic chemical processing).
Berry rich and anti-oxidant smart—fruit butters and seed oils condition. Each with a unique flavor and a
certified organic mint twist.
Aveda Mineral Makeup-Since 1978
long-wearing, talc-free powders or lightweight creams inspired by flowers as
they're found in nature
Infused with florals—geranium, jasmine, orchid—for moisture, smoothness and colour that
blooms.
Talc-free and mineral oil-free powders; gentle, colour-true liners—drawn from the
very heart of nature
Awaken your natural glow with Inner Light™ face color—energized with
light refracting minerals like tourmaline and malachite, plant-
derived anti-oxidants and mineral-derived sunscreens.
national awards
Natural Health magazine chooses Aveda as one of the greenest companies of 2008.
Cruelty-Free. Aveda wins PETA award for animal-friendly practices.
1. We believe in treating ourselves, each other, and the planet with care and respect.2. We believe social responsibility is our responsibility.3. We believe ecological and profit goals are mutually achievable.4. We believe our authenticity and experience are our points of difference.5. We believe in inspiring and educating people to integrate wellness and beauty in their lives.6. We believe in the power of oneness: from our global image to a focused network.7. We believe learning never ends.8. We believe in encouraging innovation and empowered decision-making.9. We believe our actions, products, and services should always embody excellence.10.We believe personal and organizational balance is the key to sustainable success.11.We believe true leadership is delivered with passion and by example.
core beliefs
aveda corporationfounded by Horst Rechelbacher in 1978. Became a division of the Estee Lauder Companies in December 1997. Dominique Conseil became president in 2000.
corporate headquarters Minneapolis, Minnesota & New York, New York
website www.aveda.com
phone 800.AVEDA.24
employment opportunities www.avedapurepartners.com