Tress Care with Scent Appeal
Salon-caliber Aroma Organics collection relies on botanical extracts to impart a spa-like bliss in mass markets.
By Joanna Cosgrove
The soothing scent of a spa can have an uplifting yet relaxing effect on one’s mood. That is the exact experience Toronto-based celebrity hairstylist Marc Anthony endeavored to recreate while formulating his latest premium mass hair care line, Aroma Organics by Marc Anthony True Professional.
The three-line, nine-product collection of Moisturizing, Volumizing and Smoothing shampoos, conditioners and leave-in creams are each infused with aloe for its moisturizing properties. In fact, Mr. Anthony terms aloe to be a “gateway element,” because of its ability to “penetrate the layers of the hair strand” and ensure the other ingredients “travel to the core of each strand, maximizing the benefits.”
“Each collection partners with either awapuhi, bamboo or tea tree oil to ensure these organic ingredients travel to the core of each strand, maximizing the benefits of each natural ingredient,” he explained.
The three aforementioned core ingredients are blended with an aromatheraputic cocktail of orange flower, rosemary, petit grain, lavender, lemon, ylang ylang, vanilla, patchouli and musk that is designed to “alleviate stress, tension, anxiety and fatigue.”
Although the line is named Aroma Organics, the line is not certified organic.
“Aroma Organics is not certified as a collection, its idea based on Aroma Therapy using organic and natural ingredients, like aloe, tea tree oil, awaphui and bamboo to enhance the benefit,” commented Mr. Anthony. “Health and wellness is always at top of mind for me as well as my clients. Today, with everyone turning towards a more healthy approach to life and having more options, this inspired me to create a line that offers a unique approach to wellness and make it affordable for my customers.”
The Moisturizing Shampoo, Conditioner and Leave-In Cream feature a functional complex of aloe and awapuhi, as well as Hawaiian white ginger flower extract to impart softening and moisturizing properties and brilliant shine to the hair.
The Volumizing Shampoo, Conditioner and Leave-In Cream employs aloe and tea tree oil to dissolve buildup, leaving hair “weightless,” which in turn adds volume, according to the company. The formulation is also said to promote healthy growth at the scalp and stimulate circulation for thicker, fuller hair.
The Smoothing Shampoo, Conditioner and Leave-In Cream are formulated with aloe and bamboo marrow to supply “intense” moisturization and temporary relaxation to the hair to smooth waves, frizz and curls.
Each of the three leave-in creams is formulated to provide a heat barrier that protects against damage from hot styling appliances like blow-driers, curling irons and flatirons and use the heat to further infuse the beneficial organic ingredients for a deeper nourishment that locks in style.
The Aroma Organics collection will be available in ULTA stores beginning next month and then roll out to select retailers the second half of 2007. The suggested retail price for each SKU is $7.99.