Aveda Desert Pure-Fumes To Lead Fragrance Business Expansion

Aveda Desert Pure-Fumes, a collection of three scents inspired by rare desert plants, will debut in April as the natural retailers' largest fragrance launch to date, President Dominique Conseil said.

The introduction of the mood-enhancing scents will be followed by a series of other launches aimed at eventually building the firm's fragrance business to account for 50% of overall sales, a sizable increase from its current 7% level, Conseil said.

Targeting men and women of all ages, Desert Pure-Fumes are expected to boost the firm's fragrance business to 15% of total sales, Conseil said. Hair care accounts for 52% of Aveda sales, while skin care and color cosmetics each generate 16% of sales.

Aveda expects to introduce at least one scent a year, possibly under the firm's other fragrance brands, which include Inspiritu, Chakra and Personal Blends. Aveda scents are incorporated in salon treatments described as "sensory journeys" or for stress relief.

Desert Pure-Fumes will be launched in conjunction with Aveda's Earth Month celebration, during which the firm focuses on raising money and awareness to support global biodiversity and clean water. Earth Month coordinates with the U.S. April 22 observance of Earth Day.

"We see this not only as a launch...to give us business, but a strong statement to make consumers aware of what Aveda is about," Conseil said.

Desert Pure-Fumes are the product of a "phenomenon" that occurred in 1998 after exceptional rainstorms flooded deserts in the American southwest, according to the company. The conditions resulted in an abundance of rare plants that had been dormant for years, Aveda said.

The development of Desert Pure-Fumes marked the first time Aveda used an imitation of a natural plant scent that had been created with natural botanical ingredients. Scientists captured the aromas of Dune Primrose, Sand Verbena and Joshua Tree using technology that protected the flowers, according to the company.

Dune Primrose "promotes a composed mood and increased relaxation" with a "gentle floral note reminiscent of lilac, but more refreshing, lighter and cleaner" as well as "a touch of green and jasmine," the firm claims.

Sand Verbena induces calmness with citrus, jasmine and ylang ylang oils, while Joshua Tree delivers a stimulating, energizing aroma with primary notes of citrus, neroli, bergamot and petitgrain, supported by jasmine floral and exotic vanilla, Aveda said.

Each scent will be available in an Absolute oil form (.24 oz.) that will retail for $20, as well as a 1.7 oz. Spirit aromatic spray, priced at $46. Trio, a set of all three oils, will cost $55. Spirit bottles are clear squares embossed with colorful spots resembling the sun. Absolute bottles are similar but oblong.

Pure-Fumes will be available in Aveda concept and lifestyle salons, which represent approximately 2,500 points of sale, according to Conseil. The scents eventually will roll out to all 8,000 U.S. salons and spas that sell Aveda products.

Aveda will promote the launch in May with ads in Oprah, Health and other national magazines, as well as trade publications. Ads will feature a desert landscape with a profusion of flowers and plants. Copy will be headlined: "What Miracle Bloomed in the Desert?" In addition, scented strips will be distributed through Aveda stores and salons in May.

Throughout the month of April, Aveda salons and spas will offer customers a limited-edition Desert Pure-Fume Aroma Card, featuring a vial of one of each Pure-Fume with an image of the scent's flower. The card will cost $6. Sales generated from the cards, as well as from Earth Month T-shirts, will be donated to environmental organizations.

In addition to building its fragrance business and continuing a strong focus in hair care, Aveda has a two- to three-year expansion plan for its skin care business.

"We have addressed very basic needs for the time being - hydrating, cleansing and toning," Conseil said. But "we need to grow skin care into a more sophisticated offering to address needs [such as] aging skin...and acne prone skin."

Aveda is expanding in Europe, concentrating the majority of new door openings in the UK, where it recently opened a hair color academy. Germany and Italy also are launch targets.