Beenders joined Aveda in 1997 as global guest artist and creative director for the Urban Retreat, the Aveda concept salon located in London’s Harvey Nichols. In 1999, she was named the brand’s international creative director.
The line was first launched in Japan. Now in the U.S., the Damage Remedy line is comprised of daily shampoo and conditioner and an intensive weekly deep conditioner. The ingredients are packed with rich proteins and minerals to moisturize, smooth and protect hair, executives said. The collection includes organic quinoa, organic babassu, sandalwood, barley and sea buckthorn.
The collection launched globally in October, and U.S. print advertising for the line broke into October fashion, beauty and lifestyle publications. Industry sources estimate that the Damage Control items would make $40 million at retail globally in their first year on counter and that about $4 million would be spent on advertising and promotion in the U.S.