• by Tanya Gazdik , December 8, 2009

Mobile consumers can browse for and purchase Aveda products, search for an Aveda salon, retail store or spa location nationwide, and access expert tips showcasing the latest styles and trends in hair care.

Features include search and purchase capabilities allowing for secure credit card transactions; comprehensive product information including product benefits and customer reviews; location finder with detailed map and direction capability and click-to-call functionality.

The site is being promoted on Aveda.com, Aveda's Facebook fan page and through the company's regular emails to consumers, says Russ Moorehead, VP, Aveda Online.

"At this time we are not doing any other marketing to promote the launch of m.Aveda.com because, interestingly enough, in the past year there has been a 300% increase in the number of Aveda.com visitors using a mobile device," Moorehead tells Marketing Daily. "We feel that consumers will learn about the site through organic discovery, as is evident by this stat. Mobile devices are fast becoming the communication tool of choice for consumers."

Recent studies show that by the end of 2009, there will be more Web-enabled mobile phones than desktop computers, and there will also be more browsers on phones than on desktops. About 62% of people with Web-enabled phones use their phones to locate nearby stores to purchase a specific product, according to Forrester.

The site includes a "Get the look" section showcasing seasonal trends and styles as well as "Email a friend" capability allowing guests to suggest products to friends and family. There's also an email sign-up page for guests to receive alerts and updates on Aveda news and promotions. Guests can also access Aveda's 24/7 customer service team for product recommendations and advice.

Aveda has hair, skin and makeup launches planned over the next 12 months, and the company will be engage with consumers via multiple touchpoints, Moorehead says.

This mobile site follows other industry firsts for Aveda, including: first salon industry brand to launch an e-commerce site; first beauty company to achieve Cradle to Cradle sustainability endorsement; first beauty company to manufacture with 100% wind energy, and first-ever plastic bottle caps recycling program of its kind in the U.S.

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