Aveda Air Control Hair Spray Features Reduced VOC Formula
This article was originally published in The Rose Sheet
Executive Summary
Avedais introducingAir Control hair spray as an environmentally friendly alternative to traditional aerosol hair spray with a 35% volatile organic compound formulation
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Avedais introducing Air Control hair spray as an environmentally friendly alternative to traditional aerosol hair spray with a 35% volatile organic compound formulation. The hair spray, which fits into Aveda's plant-based and environmentally friendly brand positioning, produces a "net-zero impact on the Earth's climate," the Estee Lauder division said. Air Control "sets industry standards higher" with its "groundbreakingly low" VOC content, according to Aveda. Aerosol hair sprays typically contain between 55% and 80% VOCs, according to the firm. The hair spray is formulated with "plant-derived" ingredients including a proprietary resin from pine and certified organic flax seed for superior hold. Certified organic jojoba conditions the hair, while spice and citrus ingredients give the product Aveda's signature aroma, the firm said. In addition, to compensate for VOC emissions from Air Control, Aveda is partnering with NativeEnergy, a renewable energy company that develops wind-based sustainable economies with Native American communities, the firm explained. Aveda will assist in "planting" wind turbines on the first Native American owned and operated large-scale wind farm. The firm expects the project will minimize carbon dioxide emissions and offset 150% of the global warming impacts from the manufacture and use of Air Control, Aveda said. The windmill project will be used by Aveda in the company's marketing campaign for Air Control, which will be the salon brand's most heavily advertised product this year. Advertising spend for Air Control will be about 10% higher than for any other product, the company added. Print ads are slated to break in July and will run through September in fashion, beauty and lifestyle books such as Allure, Jane, Oprah and Vanity Fair. Ads will feature a photo of a windmill, as well as a product shot and a model with voluminous hair. Rolling out in June, Air Control will retail for $23, and joins the brand's existing Control range, which includes Self Control , Custom Control , Control Paste and Control Granules . |