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:

blog comments powered by Disqus
  • Back to School

    Back to School

    Tom Branna, Editorial Director||September 1, 2016
    It may be September, but class was in session this summer during the Private Label Manufacturers Association’s Executive Educ

  • How Green Is Your Surfactant?

    How Green Is Your Surfactant?

    Tom Branna, Editorial Director ||September 1, 2016
    Suppliers offer a range of solutions to help household and personal care product formulators develop formulas

  • Special Effects

    Special Effects

    Melissa Meisel, Associate Editor||August 1, 2016
    Fall 2016 color cosmetics reflect light and offer a focus on elements like pigment, slip and wear.

  • 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.

  • Patent Update

    Patent Update

    July 28, 2016
    Three-layered hair product from Lauder, palm oil extracts for wrinkle treatment and more in recently awarded patents.

  • Pushin’ the Cushion

    Pushin’ the Cushion

    Christine Esposito, Associate Editor||July 26, 2016
    AmorePacific, the creator of the cushion compact, continues to improve its unique product.

  • Senior Skin Care

    Senior Skin Care

    Christine Esposito, Associate Editor||July 19, 2016
    McCord Research and Product Quest Manufacturing roll out new hospital-grade skin care kits for seniors to use at home.

  • Enter Éclair

    Enter Éclair

    Christine Esposito, Associate Editor||July 5, 2016
    A new naturals line rolls out in Rite Aid stores nationwide.

  • Patent Update

    Patent Update

    June 30, 2016
    J&J's anti-aging patent, LVMH and cannabis essential oil, transdermal botulinum toxins and more in recent patent news.

  • What

    What's Next for the UK?

    Sarah Boumphrey, Euromonitor International||June 27, 2016
    Euromonitor weighs in on how Brexit could impact consumer product companies.

  • The Future of Innovation

    The Future of Innovation

    Nancy Jeffries, Contributing Editor||June 27, 2016
    Fashion Institute of Technology graduate students tackle a far-reaching topic for their Capstone project.

  • Henkel Grabs the Sun

    Henkel Grabs the Sun

    Ian Bell, Euromonitor International||June 24, 2016
    Euromonitor's Ian Bell on the impact the purchase will have on the US detergent industry.

  • Problems for Preservatives

    Problems for Preservatives

    June 20, 2016
    David Steinberg details the issues surrounding this critical ingredient category.

  • Exploring Green in Vegas

    Exploring Green in Vegas

    Christine Esposito, Associate Editor||June 6, 2016
    Cosmoprof North America sets the stage for brands dedicated to the growing and evolving eco-friendly beauty space.

  • We

    We're Surrounded!

    Tom Branna, Editorial Director||May 30, 2016
    Industry experts explain the important role that the skin microbiome plays in human health.

  • Luxury Re-Coded

    Luxury Re-Coded

    Nancy Jeffries, Online Editor||May 25, 2016
    Consumers have new expectations for beauty.

  • Procter Reels in Doctors

    Procter Reels in Doctors

    May 16, 2016
    The Procter & Gamble stand was abuzz during the annual meeting of the American Academy of Dermatology.

  • If You’re Going to San Francisco…

    If You’re Going to San Francisco…

    Tom Branna, Editorial Director||May 13, 2016
    Be sure to contact the Bay Area Beauty Association.

  • Kitchen Counter Cosmetics

    Kitchen Counter Cosmetics

    Christine Esposito, Associate Editor||May 2, 2016
    LOLI box marks the convergence of natural and organic ingredients, subscription service and DIY cosmetic chemistry.

  • Mapping Out Multicultural Beauty

    Mapping Out Multicultural Beauty

    April 25, 2016
    Agnieszka Saintemarie of Kline Group about current trends and challenges in multicultural beauty.