Aveda Welcomes Season Of Rejuvenation With Items For Hair, Body And Soul
This article was originally published in The Rose Sheet
Executive Summary
Aveda aims to treat body and spirit with a slew of botanically based products arriving in Aveda salons, spas, stores and online this spring
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Aveda aims to treat body and spirit with a slew of botanically based products arriving in Aveda salons, spas, stores and online this spring. The new products, launching in May, include the company's first Pure-Fume Spirit in four years - Yatra Pure-Fume Spirit. The Pure-Fume Spirit line celebrates aromas inspired by the Ayurvedic elements of earth, air, fire, water and infinity, the Estee Lauder brand says. The newest addition, Yatra, is a "provocative, yet soft, grounding and centering" unisex scent ideal for use in meditative practices, according to Aveda. "The tradition of Ayurveda, Aveda's inspirational namesake, has long used aroma to assist in meditation practices. Yatra Pure-Fume Spirit speaks to this tradition - inspiring the inner journey of meditation." The scent's name, which means "journey" in Sanskrit, enforces its positioning, Aveda says. Created by Aveda Chief Perfumer Ko-ichi Shiozawa, Yatra focuses on four 100-percent essential oils: sandalwood from Western Australia, certified organic rose geranium from South Africa, and certified organic rose and certified organic lavender from Bulgaria. "In tracing each ingredient right to its source" through "indigenous partnerships around the world," Aveda "proves the true authenticity of its essential oils," the brand says. Yatra Pure-Fume Spirit will retail for $70. Aveda's launch of Smooth Infusion - the brand's "first shampoo and conditioner duo for ultra-sleek, smooth hairstyles" - is also slated for May. Earlier this year, Aveda focused on enhancing, intensifying and defining curls with the launch of its Be Curly hair-care family (1 (Also see "Aveda Be Curly Collection Based On Bestselling Lotion" - HBW Insight, 6 Nov, 2006.), p. 6). Aveda's Smooth Infusion shampoo and conditioner, on the other hand, "tame even the most unruly of hair types," the brand says. The duo's performance revolves around the Plant Infusion Blend, derived from organic aloe, maize and guar bean, which deposits on areas where the hair cuticle is damaged, "mimicking the nature of the cuticle and working to create an ideal foundation for smooth hair," Aveda explains. When used together, the shampoo and conditioner can smooth and soften hair up to 60 percent, according to the company. The products feature a babassu-derived cleansing system and guar bean-derived conditioning agent to soften hair and infuse smoothness. Meanwhile, Tamanu oil restores moisture, and the brand's hydrolyzed wheat protein complex guards against surface damage from heat styling, Aveda says. Scented with a fresh, citrus-floral blend of certified organic bergamot, certified organic palmarosa, Bulgarian rose and Australian sandalwood, the shampoo and conditioner will retail for $20 apiece. The brand also will expand its Caribbean Therapy collection of holistic spa and body care products with a new body cleanser. The collection, which relies on the healing properties of plants and aromas from the Caribbean, launched in 2004 (2 (Also see "Aveda Caribbean Therapy Taps Healing Properties of Native Plants" - HBW Insight, 13 Sep, 2004.), p. 6). The cleanser hydrates and softens skin with Aveda's Babassu betaine cleansing system (a proprietary blend made with babassu nut oil from Brazil), Caribbean-sourced coconut oil, aloe and passion fruit. The cleanser carries the signature Caribbean Therapy aroma, which recreates "the warm, exotic, uplifting atmosphere of the islands" with plant-derived essential oils of amyris, bay, vetiver and lime. "The key to this aroma was to use as many Caribbean-sourced ingredients as possible," Aveda perfumer Shiozawa says. "The aroma's top notes blend fresh citrus with exotic spices and a deeper, woodsy last note - to which I added lighter, floral notes," he explains. "The result is a clean, warm character that envelops the senses, like a dip into tropical sea water." "It is an experience that authentically captures the renewing vibrance of the Caribbean," Shiozawa concludes. The cleanser will sell for $24. - Melina A. Vissat ([email protected]) |