Online Exclusives

Aveeno Segues into Hair Care

March 31, 2009

New entry promises to �nourish damaged hair back to life� in three washes.

Aveeno Segues into Hair Care



New entry promises to “nourish damaged hair back to life” in three washes.



By Joanna Cosgrove
Online Editor



Johnson & Johnson’s Aveeno brand has a well-founded reputation for using wheat protein to soothe dry skin. Now the company hopes to parlay that success into its brand new Nourish+ Hair Care collection is formulated with 90% natural ingredients and pairs an Active Naturals Nourishing Wheat Complex technology (wheat germ and wheat germ oil) with botanical extracts to not only target damaged hair, but also to help strengthen hair, making it less prone to breakage. While wheat protein can readily be found in many hair care products, Aveeno’s complex uses one large, non-hydrolyzed, water insoluble protein polymer, which won’t break down with use in water, allowing for a targeted, more substantive deposition of the wheat protein and thus greater conditioning efficacy versus a non-conditioning shampoo.


“During our extensive research into our consumer, we determined a need that wasn’t being fulfilled in the hair care category—effective, naturally based and aesthetically pleasing products that effectively help to repair damaged hair,” commented Mike Marquis, Aveeno group product director. “Because Aveeno’s heritage is rooted in the health and beauty of skin, the logical next step was to leverage Active Naturals technology (ingredients powered by nature and proven by science) to offer a solution for hair. The introduction of the Nourishing Wheat Complex exemplifies Aveeno’s overall commitment to health, wellness and beauty, while continuing to lead the way in the innovation of natural ingredients and breakthrough formulations.”


According to Johnson and Johnson data, 70% of women admit to regularly processing their hair and 50% say they have damaged tresses. Aveeno Nourish+ was developed with a team of experts, including a dermatologist and hair stylist, with the goal of creating products that help make hair healthy and beautiful.


Large wheat protein polymers are the key ingredient in Aveeno Nourishing Wheat Complex.
The hallmark of the line is its Nourishing Wheat Complex, a blend of wheat germ oil plus wheat protein, which helps replenish lost moisture by instinctively zeroing in on the weakest part of the follicle. It then deposits “just the right amount” of proteins needed for hair to “look and feel stronger, softer and shinier.”


While wheat protein is readily found in many hair care products, Aveeno’s complex uses one large, non-hydrolyzed protein polymer, which is by definition not soluble in water and won’t break down with use in water. This allows for a targeted, more substantive deposition of the wheat protein—offering precise delivery where damaged hair needs it most.In clinical testing, the nourishing wheat complex showed significantly greater conditioning efficacy versus a non-conditioning shampoo, according to Johnson & Johnson data.


The company said its Nourishing Wheat Complex has a “positive electrical charge, which attracts to the negatively charged damaged parts of the hair follicle. When the complex is attracted to the damaged areas, it delivers the right amount of proteins needed to help moisturize and repair dry and damaged hair.”


Slated to launch this month, the Aveeno Nourish+ Hair Care collection is comprised of eight shampoos, conditioners and one leave-in conditioning treatment. Each shampoo is said to employ a “highly effective ratio of surfactants and conditioning agents” to help “sweep away dirt and oil while preparing hair for the optimal absorption of conditioning agents which are ultimately deposited by Aveeno Nourish+ Conditioners.”


To keep hair its healthy best, the company stressed the importance of eliminating residue build-up, which is often unknowingly deposited by daily shampoos, conditioners and styling products. The problem with some hair care products in the market today, according to Johnson & Johnson, is that they contain conditioning polymers that can build up on the hair shaft. Though they can leave hair feeling extra silky and soft, the added polymers readily pile-up on hair, and eventually prevent the deposition and penetration of other ingredients, including hair color and conditioners.


Because Aveeno Nourish+ Shampoos and Conditioners are formulated to deposit “just the right ratio” of conditioning agents, they enable hair to retain moisture without the added build-up, meaning thatas long as hair is washed with the Aveeno NOURISH+ Shampoos, a separate clarifying shampoo will not be needed.


What’s more, each product, according to the company, has been scientifically proven to improve the condition and repair the hair in just three washes.

Product Breakdown



Nourish+ Moisturize Shampoo and Conditioner were formulated to hydrate dry or damaged hair with the brand’s Nourishing Wheat Complex plus hydrating oat protein. The company reported that 92% of women polled said their hair “felt more moisturized” and 85% of women said their hair showed an improvement in softness after using the products. There was also up to nine times less breakage seen in hair when combed in a combing test.


Nourish+ Revitalize Shampoo and Conditioner were formulated to “help protect hair’s moisture balance and repair everyday damage.” Also infused with the brand’s Nourishing Wheat Complex, the formula “intuitively feeds hair with moisture while fortifying the hair shaft with protein where it needs it most.”


Nourish+ Revitalize Shampoo and Conditioner employ a “unique blend of lightweight conditioners” to infuse hair with lush, rich body. In addition to the Nourishing Wheat Complex, the formulas are infused with antioxidant blue lotus flower, is designed to “strengthen and amp-up body in fine, fragile hair by replenishing essential moisture and help protect fragile hair from everyday damage.” By targeting the weakest parts of the hair, both products work to “fortify the shaft with protein where it needs it most.”


Formulated with Nourishing Wheat Complex, soothing Lavender and cooling Peppermint, Nourish+ Soothe Shampoo is billed to be a “feast of nourishment and cleansing” for itchy, dry scalps. The shampoo is said to feed hair with an “abundance of moisture, while calming and refreshing the scalp.”


And finally Nourish+ Condition Leave-In Treatment was created for intensely dry and extra damaged hair. The company said it “instantly” revitalizes and repairs severely ravaged hair, working quickly to intensely replenish moisture as it restores the weakest part of hair—fortifying the follicles with revitalizing protein where it needs it most.


Each of the Nourish+ Shampoos and Conditioners (10.5oz.) will retail for $6.49. Nourish+ Condition Leave-In Treatment (5.2oz.) will retail for $6.49. All of the products will be rolled out on April 15 the national food, drug and mass merchandiser establishments.

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