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Aveda is hoping to give the burgeoning thinning hair market a natural boost with its newest hair care line, Invati.
This story first appeared in the December 16, 2011 issue of WWD. Subscribe Today.
Said to be 97 percent natural, the four-stockkeeping-unit lineup is said to reduce hair loss by up to 33 percent.
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As more than 80 percent of the brand’s customers come to Aveda via hair care and the category accounts for more than 60 percent of the brand’s overall business, the brand has been focusing its research and development efforts on innovative hair care, said Dominique Conseil, global brand president of Aveda. “We’ve been evolving from smell-good, feel-good to problem-solving products addressing key concerns.” Those categories include Color Conserve, which addresses colored hair; Damage Remedy, intended to do repair damaged hair, and Be Curly, designed to make curls manageable.
Addressing hair loss was a logical addition, said Conseil. “Thinning hair is a big global concern, and consumers are expressing a strong preference for natural products,” he noted.
The Invati line — named for the Sanskrit word for invigorate — is powered by the proprietary Densiplex Complex, which combines ayurvedic herbs with turmeric and ginseng, said to energize and rehabilitate the scalp around the hair follicles when massaged in. Aveda is sourcing the ingredient with Nisarga (Sanskrit for nature), an Indian company which organically grows ayurvedic herbs while supporting local communities.
Each product in the regime also contains targeted ingredients designed to support the Densiplex Complex benefits. Exfoliating Shampoo, $24 for 200 ml., is intended to cleanse, exfoliate and renew the scalp with wintergreen-derived salicylic acid; doing so removes sebum and product residue that can clog pores, noted Marianne Knutson, vice president of global marketing for Aveda. Thickening Conditioner, $24 for 200 ml., contains arginine, an amino acid derived from sugar beets and soy protein and which is said to penetrate the hair shaft to thicken it, as well as organic kukui nut oil for shine. Scalp Revitalizer, $60 for 150 ml., is an infusion of turmeric and ginseng designed to be massaged into the scalp twice daily. Healthy Hair Daily is a herbal supplement said to support healthy hair, and is a blend of ayurvedic herbs and botanical extracts, including turmeric and gotu kola, plus antioxidants amla and green tea extract. Intended to be taken twice daily after meals, the supplement retails for $55 for 60 tablets.
While executives declined to discuss sales projections, industry sources estimated that Invati could do $50 million at retail globally in its first year on counter. About 70 percent of that is expected to be done in the U.S., where Aveda is currently in about 5,000 salons and has 109 of its own retail doors.
National advertising is slated to break in February fashion, beauty and lifestyle magazines, said Knutson. While she and Conseil declined comment, industry sources estimated that Aveda would spend between $5 million and $7 million on advertising and promotion in the line’s first year.