Industry News

Aveda Presents New Product Launches

Jan Hillenmeyer | March 1, 2012 | 1:39 PM
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Invati is a hair thinning treatment regimen that also reduces hair loss.
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Sea Blossom is the latest make-up collection from Aveda featuring "beachy" pastel eye and lip colors.
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The 2012 Earth Day Light the Way candle from Aveda is scented with lavender from the Aveda lavender source in France.
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Smooth Infusion provides either straight or texturized styling results.
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Aveda Insitute students apply their craft on clients in the Institute salon.
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The Institute features a full retail shopping area.
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The Chicago Aveda Institute includes three floors of education and service areas.
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Clients at the Institute are greeted and made welcome by client service specialists Marissa Caniano and Clint Gennett.
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Robert Burns, Aveda marketing manager, has been on a road trip introducing editors around the Midwest and beyond to several exciting product launches that Aveda is bringing to the company’s network of salon professionals.

Associate Editor Lauren Salapatak and I visited the Aveda Institute in the trendy Lincoln Park neighborhood of Chicago to meet with Robert and Rena Reisdorf of Tina Thomson Public Relations to get the scoop.

First, Robert presented Aveda Invati, a multi-product regimen for thinning hair. Invati harks back to Aveda’s original roots in Ayurvedic medicine and Aveda R&D and marketing staffers traveled to India to seek input from two Ayurvedic physicians in creating the formulas. The products are 97 percent naturally-derived and, according to Robert, independent testing has shown that consistent use of Invati results in a marked reduction in hair loss. Invati’s ingredient complex, Densiplex, containing turmeric and ginseng provides what he describes as a facial for the scalp to reduce sebum and other harmful build-ups that clog follicles and cause hair thinning and loss. Invati was actually introduced in January and represents the company’s biggest launch to date with salon and client demand resulting in a near sell out of inventory.

Color Conserve, Aveda’s color protecting line, just introduced Color Conserve Leave-In Treatment that reduces color fading with a formula that includes larch, a tree native to Minnesota, where Aveda is headquartered. When larch trees are cut the company extracts material from the remaining stumps and then reforests the area from which the trees were harvested.

Have you ever purchased a very expensive skin care line at the department store and then found it didn’t perform as you had hoped? Aveda knows the feeling, and is introducing starter kits for its five “elemental” skin care formulations. Each category represents a natural element—for example, “fire” is for sensitive, redness-prone skin. The starter kits allow skin care clients to select the category right for their own skin with travel size bottles that are convenient and economical.

Aveda’s new make-up collection is called Sea Blossom and reflects the new corals and pastels that are so popular for spring. The eye make-up and lip colors also include a new lash serum that encourages lash growth with a turmeric-infused formula. The company’s new make-up strategy is to introduce two new collections a year.

Aromatherapy fragrances are key to all Aveda hair and skin care products, and with the launch of Stress Fix, fragrance goes from just smelling wonderful to mood enhancement. Stress Fix, launching in March and April, features a body lotion, bath salts and a fragrance concentrate in a roller ball applicator. Stress Fix lotion provides a relaxing in-salon service add-on and is sure to fly off the shelves as a retail item.  The products are eco-certified attesting to the 95 percent naturally derived formula. Robert reports that the fragrance has been clinically proven to reduce stress. Lauren and I agree!

Aveda’s Full Spectrum hair color was recently re-launched with the same great colors, but now infused with organic conditioning oils and a red tea color protecting formula. The color palette includes shades that can be mixed, combined and customized for any client.

Smooth Infusion is a smoothing and re-texturizing system that reduces blow-drying time, processes with normal heat levels and, although it straightens the hair, it also allows the hair to be styled with some texture, curl or wave.

Every year Aveda introduces a new Light the Way candle to commemorate Earth Day and this year’s candle is scented with lavender from Aveda’s lavender source in the South of France. Robert told us about Aveda’s continuing partnership with  Global Greengrants, which supports environmental and sustainability initiatives as well as Aveda’s  quest to bring safe drinking water to all people. He added that Aveda sponsors three-mile walks, representing the three miles that the average resident of third world countries has to walk to find a clean source of water.

Before leaving, Lauren and I took a quick spin around the Institute where students were busy learning and also serving a bustling clientele. Esthetics students have a beautiful spa on the premises in which to learn skin care services. Of course, the signature Aveda aroma is everywhere.

Check out the beautiful and totally sustainable packaging that is a part of each product launch and take a peek at the Aveda Institute Chicago. visit

Photos by Lauren Salapatak

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