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Marketing in Brief: Aveda

This article was originally published in The Rose Sheet

Executive Summary

Aveda: Firming Fluid and Night Nutrients facial treatments work together "to protect and perfect the skin's appearance," the company said. A water-based vitamin C formula, Firming Fluid contains galactoarabinan from the larch tree for an "instant firming feel," as well as botanical enzymes, vitamins and algae extracts to "improve hydration and retexturize skin's surface," according to Aveda. Night Nutrients is a lipid-based formula designed to "repair and replenish skin's resilience overnight," the company said. Vitamins including A, C and E help "even out skin tone, diminish the appearance of lines and wrinkles and lighten the appearance of age spots," while sesame oil, millet seed extract and jojoba oil provide hydrating benefits. Consumer ads for the products will break at the beginning of 1998, Aveda said. Packaged in clear plastic 2 oz. bottles, Firming Fluid and Night Nutrients will be available in October and retail for $31 and $38, respectively...
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