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In the Thick of It



Aveda creates new natural regimen for thinning hair.



By Christine Esposito, Associate Editor



Published January 12, 2012
Related Searches: global conditioner aging organic
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Consumers with thinning hair will try just about anything to turn the tide. And now, thanks to Aveda, they can call upon the 5,000 year old Ayurvedic tradition to bulk up their tresses. The Estée Lauder-owned company is rolling out Invati this month, a system of 97% percent naturally-derived products that is said to reduce hair loss by 33%.

According to Aveda,46% percent of women globally are concerned with thinning hair, yet only a quarter of them act on those concerns.

Invati, which is Sanskrit for invigorate, is a daily topical regimen and herbal supplement created for those suffering fromhair and scalp aging such as thinning, loss of volume, lack of density, or a tighter or drier scalp. Densiplex, a complex of Ayurvedic herbs that helps energize and rehabilitate the scalp around the follicles when massaged into the head, powers the range.
 
The system’s blend of Ayurvedic herbs comes via Ayurvedic doctors and brand ambassadors Vinod and Kusum Upadhyay of the Maharshi Bhardwaj Clinic and Research Center in Hardiwar, India. The duo has been advising Aveda on Ayurvedic remedies since the inception of the brand, according to Marianne Knutson, vice president of global marketing at Aveda.

 
Aveda's got the secret for thinning hair.
Aveda’s botanical research lab then turned to 21st century technology to optimize the blend of herbs in the development of the Densiplex complex, according to Knutson.

Invati’s hero ingredient is turmeric. To source it, Aveda partnered with Nisarga, an Indian company committed to growing Ayurvedic herbs via organic agriculture while supporting local communities.
 
Invati’s phyto-therapeutic aroma blend, created in-tandem by clinical aromaologist Pierre Franchomme and Aveda master organic perfumer Ko-Ichi Shiozawa, is an invigorating blend of essential oils, including lavender, rosemary, ylang ylang, myrtle and ambrette.

The full Invati range includes exfoliating shampoo, thickening conditioner, scalp revitalizer and Healthy Hair Daily, a botanically-active herbal supplement that supports healthy hair with a special formulation of Ayurvedic herbs and botanical extracts, including turmeric and gotu kola, plus antioxidants amla and green tea extract. Users take one capsule twice daily after meals. A 60-tablet supply is $55.
 
“The natural world offers some of the most effective ingredients,” said Knutson. “Invati is a great example of Aveda’s ability to provide both natural and high-performing products.”


 
 


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