Aveda

Aveda Launches Hair Cleansing Shampure Dry Shampoo

Aveda expands its Shampure collection with nature’s Dry Shampoo, available November 1, 2015. The new dry shampoo offers an innovative hair-cleansing experience that both revives and refreshes hair, while rejuvenating style through a comprehensive formula composed of naturally derived powders. The non-aerosol powder mist will refresh all hair types and textures in between washes while staying true to Aveda’s environmentally-responsible beauty mantra.

“Shampure Dry Shampoo is a must-have for everyone with all hair types and textures, and can be used anytime your hair needs to wake up,” says Bea Watson, Global Educator, Hair Styling.You can layer and build the product for that instant refreshed look, and it’s also great if you hair starts to flop or look a little bit tired by the end of the day; perfect for that day-to-evening quick change.

THE AVEDA WAY: NATURE’S DRY SHAMPOO

Shampure Dry Shampoo’s natural powders absorb excess oils and impurities, lifting them away from the hair for a fresh, just-washed look while extending style without the heat of styling products. The product is housed in a bioplastic bottle with a unique pump dispenser to promote environmentally responsible, sustainable beauty products that is at the heart of Aveda. The innovative bottle features a non-aerosol mist delivery system that closely mimics an aerosol for light and even product distribution, while avoiding the harsh environmental consequences that materialize from aerosol products. Aveda also launches Dry Shampoo Refills to eliminate packaging waste.

The product features a blend of naturally derived powders, including cassava and oat, combined with Aveda’s signature aroma – Shampure, to absorb oil and impurities, lifting them away from the roots. The go-to hair treatment will refresh all hair types and textures in between washes and extend styles providing volume and lift.

HAIR HEAVEN: THE COMPLETE SHAMPURE EXPERIENCE

Shampure Dry Shampoo is part of the much-loved Aveda Shampure collection; a complete line of hair care, body and lifestyle products. All products in the Shampure Dry Shampoo collection will feature Aveda’s 1-of-a-kind signature calming Shampure aroma, made up of 25 pure flower and plant essences. The Shampure collection includes:

    • Shampure Dry Shampoo ($39, 2oz/60ml): Instantly revives hair and rejuvenates style with a non-aerosol powder mist.
    • Shampure Dry Shampoo Refill ($34.50, 2oz/60ml)
    • Shampure Shampoo ($17.50, 8.5oz/250ml): Gently cleanses all hair types.
    • Shampure Conditioner ($17.50, 8.5oz/250ml): Conditions and fortifies all hair types.
    • Shampure Composition ($36.00, 1.7oz/50ml): Nurtures skin and scalp while locking in vital moisture.

Availability

Aveda Shampure Dry Shampoo ($39) and Shampure Dry Shampoo Refill ($34.50) will be available beginning November 1, 2015 in Aveda Experience Centre retail stores, Aveda Salons and Spas. Please visit aveda.ca/locator for locations or more information.

About Aveda

Founded in 1978 in Minneapolis, MN, Aveda creates high performance, plant-based products for beauty professionals and consumers. Aveda innovates in botanical technologies, combining the principles of modern science and Ayurveda, the ancient healing art of India, to develop performance-driven hair, skin and body products—made with pure flower and plant essences—that are created with respect for the Earth, and a comprehensive menu of ritual-based treatments for holistic beauty.

Throughout the years, Aveda has pioneered new benchmarks of environmental responsibility in beauty. It was the first company to sign the Ceres Principles in 1989 – a nonprofit organization mobilizing business leadership on climate change, water scarcity and other sustainability challenges – and the first beauty company to manufacture with 100 percent wind power in its primary facility[1]. Aveda was also the first beauty company to receive a Cradle To Cradle charter for its commitment to sustainable products, packaging and production. In 2013, Aveda was honoured with the first Legacy Leaders Award from Cradle to Cradle for its pioneering role in environmental leadership. Currently 11 products are Cradle To Cradle Certified™. Since 1999, Aveda’s annual Earth Month campaign, held each April, has raised more than $44 million to support environmental projects around the world.

Aveda is trusted by salon and spa professionals worldwide. Aveda products are available in Aveda Experience Centers and more than 9,000 professional hair salons and spas in more than 30 countries. Find a location near you at aveda.ca/locator. Go behind-the-scenes at Aveda on the blog at www.livingaveda.com.

[1] Per a review of WWD Beauty Report International Top 100 Cosmetic Manufacturers’ Corporate Websites in April 2007. Learn more about our wind energy purchases and offsets at: aveda.ca/locator. Go behind-the-scenes at Aveda on the blog at http://www.aveda.com/discover/index.tmpl#section=acting_responsibly

Media Contact:

Melissa Augimeri, Account Coordinator
The Knot Group
416.532.9035
mxa@theknotgroup.com