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Aveda to Launch Damage Remedy in the U.S.

The expression may be spring forward - but at Aveda, fall is turning out to be a time to move forward in several areas.

NEW YORK — The expression may be spring forward — but at Aveda, fall is turning out to be a time to move forward in several areas.

The brand has named British hairstylist Antoinette Beenders to a newly created post as global creative director, and will stage the U.S. launch of its Damage Control franchise in October.

“We expect to see a significant evolution of our image due to Antoinette’s influence,” said Dominique Conseil, president of Aveda, to whom Beenders will report. She will begin her new role in early October.

Beenders, who joined Aveda in 1997 as global guest artist and creative director for the Urban Retreat, the Aveda concept salon located in London’s Harvey Nichols, was named the brand’s international creative director in 1999. This latest move increases Beenders’ influence on the brand’s image, said Conseil. In particular, he explained, she’ll help create brand imagery, determine styling trends and help develop styling products for Aveda. As well, she will direct the vision and training of the brand’s educational cutting and styling programs, he said. She will divide her time between London, New York and Aveda’s Blaine, Minn., headquarters.

The Damage Remedy line, first launched in Japan and now coming to the U.S., comprises daily shampoo, a daily conditioner and an intensive deep conditioner intended for weekly use.

“With all of the chemical services clients are doing today, damaged hair is a major area of concern for our consumers, both in the U.S. and around the world,” said Marianne Knutson, executive director of marketing, professional hair care, for Aveda. “We felt there was a big opportunity to add a line of products that address that issue.”

Key among the ingredients: organic quinoa, an edible protein-rich grain. “It has three different molecular sizes, and they penetrate into the hair shaft, helping to condition and repair the hair,” explained Knutson. Also vital to the Aveda value system: It’s not a hybrid. “It’s one of the few grains that isn’t,” said Conseil. “It is an ancient and very nutritious grain. It’s amazing to think it’s so good to eat and so good for hair.”

This story first appeared in the September 30, 2005 issue of WWD.  Subscribe Today.

The collection also includes organic babassu, a Brazilian nut said to be deeply moisturizing; sandalwood and barley, said to smooth the hair’s cuticle, offering moisture and shine, and sea buckthorn, an antioxidant said to help protect hair from further environmental damage. The shampoo will retail for $24 for 8.5 oz.; the daily conditioner is $24 for 6.7 oz., and Intensive Restructuring Treatment is $26 for 4.2 oz.

The collection launches globally in October, and U.S. print advertising for the line is breaking in October fashion, beauty and lifestyle publications, including In Style, Vogue and Allure. While neither Conseil nor Knutson would comment on projected sales nor advertising spending, industry sources estimated that the Damage Control items would do $40 million at retail globally in their first year on counter and that about $4 million would be spent on advertising and promotion in the U.S.

Next May, the company expects to add two professional products to the line, which will be intended for in-salon use, added Knutson.