Aveda Be Curly Collection Based On Bestselling Lotion
This article was originally published in The Rose Sheet
Executive Summary
Aveda is capitalizing on the success of its bestselling Be Curly Curl Enhancing Lotion with a family of hair care products designed to enhance, intensify and define curls, the Estee Lauder division said
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Aveda is capitalizing on the success of its bestselling Be Curly Curl Enhancing Lotion with a family of hair care products designed to enhance, intensify and define curls, the Estee Lauder division said. Curl Enhancing shampoo and conditioner and Curl Control will join the Enhancing Lotion in Aveda salons, spas and stores nationwide and online in February 2007. The products create a four-step regimen that transforms wild, frizzy waves into gorgeous, bouncy curls, the firm said. Enhancing Lotion launched in October 2001, positioned as a formula that helps define curls, tame frizz and improve shine (1 (Also see "Aveda" - HBW Insight, 16 Jul, 2001.), Marketing In Brief). The entire range is formulated with hydrolyzed wheat protein and certified organic aloe, a plant-derived blend "that expands when hair is wet - and retracts when hair is dry to enhance and intensify curls," Aveda claims. "When used together as a four-step system, Be Curly dramatically reduces frizz and defines curls by up to 57%" compared to untreated hair, the firm noted. The Be Curly system starts with application of the shampoo, which gently cleanses and enhances curls with a unique anti-frizz and humidity control complex containing mandarin, tangerine and aloe. The formula costs $20 for 8.5 oz. The conditioner is applied next. Formulated with sunflower oil to moisturize hair and add shine, the product enhances curls, combats frizz and boosts shine. Also costing $20, the item will retail in a 6.7 oz. bottle. Both products carry the "refreshing citrus aroma" of lime, bergamot and mandarin, the firm added. The existing Curl Enhancing Lotion is the third step, and is applied to damp hair before diffusing or drying naturally. The lotion retails for $17.50 for 6.7 oz. Curl Control is applied last. When applied to dry hair, "the ultimate frizz tamer" helps add shape, moisture and definition to curls, Aveda said. Formulated with tamanu oil to help moisturize and smooth hair and take control of frizz, Curl Control costs $17.50 for 3.4. - Melina Vissat |