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Aveda's Day at the Beach



New hair care line protects and repairs hair from damaging effects of sun, salt and chlorine.



Published April 8, 2009
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Aveda

Aveda's new hair and body wash removes sun, salt and chlorine.

Aveda's Day at the Beach



New hair care line protects and repairs hair from the damaging effects of sun, salt and chlorine.



By Christine Esposito
Associate Editor



The swim-up bar. Sand between your toes. Turquoise waves. Warm sunshine. It may be good for your state of mind, but it can wreak havoc on your hair.

“Exposure to sun, salt and chlorine has harmful effects on hair, such as color fadage, dullness, damage and dryness. A UV-defense and recovery system is critical to maintaining the overall health of hair,” said Junko Kofuku, director, Aveda shampoo and conditioner marketing.

Now that consumers are beginning to incorporate sun protection into their daily skin care routine, savvy marketers see a great need for (not to mention great sales potential in) sun protection for hair.

According to Ms. Kofuku, Aveda “saw a gap in women’s beauty regimens, especially in the summer when the sun is strong, or during beach vacations. When hair is not properly protected during these times, color can fade, hair loose its healthy shine and can become dull” she told Happi, as the firm planned the May 1 rollout of a new, three-step sun care regimen for hair.

The new Sun Care line includes hair and body wash, masque and leave-in treatment. The hair and body cleanser ($20), which gently removes chlorine, salt and product residue from hair and body while maintaining moisture balance, contains a babassu betaine surfactant system (99% naturally derived) and a corn-derived chelator that gently removes discoloration caused by chlorinated water.

Sun Care After-Sun Hair Masque ($26) is billed as an intensive cream masque that moisturizes and restores sun-exposed hair. It is formulated with a blend of tamanu oil, organic shea butter, coconut and palm oils to help restore moisture; morikue protein, which helps restore sun-exposed hair weakened by the effects of sun and chlorine; and a blend of green tea extract, certified organic sunflower seed oil and vitamin E help protect hair from free radicals.

The hair masque moistures and restores sun-exposed hair.
While the masque is a rinse off product, Sun Care Protective Hair Veil ($26) is a leave-in treatment that can be sprayed on dry or damp hair before and during sun-exposure to help minimize color fade, damage and dryness. Lightweight and water-resistant, this UV-defense spray provides protection for up to 16 hours, according to Aveda, with a UVA/UVB inhibitor that is naturally derived from wintergreen and cinnamon bark oils. Like sunscreen, Aveda recommends reapplication of Hair Veil after a dip in the water.

What also makes the Sun Care line inviting is the scent, which was developed by Aveda’s chief perfumer, Ko-Ichi Shiozawa. Inspired by nature, well-being and the image of a luxurious beach and ocean side, he included refreshing citrus top notes blended with a touch of crisp, minty geranium oil, subtle hints of ylang ylang, cistus oil and neroli oil.

“The finished aroma,” he said, “is a blend of many essential oils, all certified organic, produced across the globe and put together subtly and artistically.”



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