Online Exclusives

Aveda's Day at the Beach

April 8, 2009

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

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.”

Related End-User Markets:

Related Raw Materials:

  • New Faces in Familiar Places

    New Faces in Familiar Places

    Tom Branna, Editorial Director||March 1, 2017
    The American Cleaning Institute officially welcomed its new president.

  • Special Delivery

    Special Delivery

    Tom Branna, Editorial Director||March 1, 2017
    UV protection is important, but what good is that sunscreen if consumers won’t apply it?

  • OTC = TLC

    OTC = TLC

    Christine Esposito, Associate Editor||March 1, 2017
    Over-the-counter treatments provide consumers’ skin and hair with extra care.

  • Take The Hint

    Take The Hint

    Christine Esposito, Associate Editor||March 13, 2017
    Water brand forays into sun protection by capitalizing on scent and experience.

  • What’s Up with Brexit?

    What’s Up with Brexit?

    March 9, 2017
    During In-Cosmetics, industry experts from the CTPA will weigh in on what’s ahead for the beauty industry.

  • How We Clean

    How We Clean

    Tom Branna, Editorial Director||March 6, 2017
    Consumers describe what makes them tick and what ticks them off about household cleaning products.

  • Monday Morning Quarterback

    Monday Morning Quarterback

    Christine Esposito, Associate Editor||February 6, 2017
    Super Bowl commercials are big business. Let’s look at some of personal and household care brands that bought spots this year

  • Discourse on Disclosure

    Discourse on Disclosure

    Tom Branna, Editorial Director||January 6, 2017
    Transparency impacts the cleaning industry.

  • The Top Stories of 2016

    The Top Stories of 2016

    December 26, 2016
    The companies and topics that grabbed headlines and your attention this year.

  • Positive Influence

    Positive Influence

    December 19, 2016
    Co-founder Elizabeth Scherle talks about her growing consumer review platform, top beauty products and more.

  • Organic Matter

    Organic Matter

    Christine Esposito, Associate Editor||November 14, 2016
    FTC and USDA hold a public roundtable to discuss consumers’ perception of organic claims.

  • Help for Up Above

    Help for Up Above

    Christine Esposito, Associate Editor||November 14, 2016
    A brand from Down Under is touting a new formulation for what’s missing on top.

  • Hair for Me!

    Hair for Me!

    October 31, 2016
    Function of Beauty fulfills the promise of personalization in the beauty space—one bottle at a time.

  • Coming Clean on a Host of Issues

    Coming Clean on a Host of Issues

    October 17, 2016
    Cleaning Products Conference is set for Nov. 9-11, 2016 in Washington DC.

  • Let the Magic Begin!

    Let the Magic Begin!

    Tom Branna, Editorial Director||October 10, 2016
    IFSCC Congress gets underway at Walt Disney World this month.

  • Ogee Opens for Business

    Ogee Opens for Business

    Christine Esposito, Associate Editor||October 10, 2016
    Banking on the power of jojoba oil, a Vermont-based start-up is the newest player in organic luxury skin care.

  • P&G’s Latest Patents

    P&G’s Latest Patents

    Christine Esposito, Associate Editor||October 10, 2016
    A look at recent patent and IP related news from the biggest household and personal care player in the US.

  • A Cosmetic Armor Against Pollution

    A Cosmetic Armor Against Pollution

    Julia Comas, Cristina Davi, Elena Canadas, Laia Gonzalez, Raquel Delgado, Lipotec SAU||October 3, 2016
    Lipotec’s Pollushield creates a barrier between skin and pollutants and boosts the antioxidative potential of skin.

  • Cosmetic Chemists Head to Orlando Next Month

    Cosmetic Chemists Head to Orlando Next Month

    September 26, 2016
    Organizing Chair Guy Padulo explains why you should attend the IFSCC Congress.

  • Active Agents

    Active Agents

    September 19, 2016
    On the surface, surfactants may seem staid, but the market, and the supplier activity driving it, is bubbling.

  • Expanding Erbaviva

    Expanding Erbaviva

    Christine Esposito, Associate Editor||September 13, 2016
    A farm-to-bottle organic brand celebrates its 20th anniversary with a new look, new products and plans to expand in the US.

  • Lauder’s Latest Patents

    Lauder’s Latest Patents

    September 1, 2016
    A composition with NIR light emitting material, a skin care device and more awarded to this beauty business giant.

  • Fro Yo!

    Fro Yo!

    Tom Branna, Editorial Director||August 22, 2016
    Project Beauty dishes out Hairgurt, a line of vitamin-rich hair shampoos and conditioning masques.

  • And Now for Something Completely Different…

    And Now for Something Completely Different…

    August 15, 2016
    Phlur is out to make you rethink fragrance packaging.

  • The Butler Does It

    The Butler Does It

    August 15, 2016
    A new green cleaning product at your service.

  • Individualism IS The American Way

    Individualism IS The American Way

    Tom Branna, Editorial Director||August 15, 2016
    Why blue hair and BB creams still thrill US consumers.

  • Red, Black & Blue

    Red, Black & Blue

    August 8, 2016
    No matter who wins the US Presidential election, Americans expect their finances to get bloodied and bruised in 2017.

  • Athletes, Not Objects

    Athletes, Not Objects

    Nancy Jeffries, Contributing Editor||August 1, 2016
    Dove Unveils My Beauty billboard in Times Square.