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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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institutesinstitutesexperienexperien

cececenterscenters

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