Aveda Damage Ready products

Some say that to be beautiful, a girl has to suffer.

It is indeed what many of us do. This goes beyond sauntering around in unbearably high heels, or hours and hundreds of dollars spent for beauty treatments. We are also merciless with our manes. Women with curly hair spend considerable amounts of time and energy straightening their hair out, while straight hair beauties curl theirs with damaging curling irons (the grass is always greener), but we additionally color, highlight, blow dry the shine out of our hair on a daily basis. Not to mention the environmental aggressions, such as pollution, the sun and wind, and our very own highly stressful lives.

Aveda, the well-known maker of plant-derived hair care, skin care, makeup and lifestyle products, introduced this September a potent hair care system formulated to protect and help repair even the most overstressed tresses with the help of plant-based ingredients: Damage Remedy Restructuring Shampoo, Restructuring Conditioner, and Intensive Restructuring Treatment. This three-step hair care system is the perfect remedy for severely damaged hair. It focuses on the needs of fatigued hair in order to make it beautiful but also healthy, strong, and smooth.

“Over 70% of women claim they have some level of damaged hair,” says Sandy Zappia Collins, Marketing Manager for Shampoos and Conditioners for Aveda. “Damage Remedy is a highly conditioning restructuring treatment formulated with quinoa protein to moisturize and help repair damage with instant results.”

Quinoa protein is more protein potent than all other grains, and is high in amino acids that offer intense treatment benefits. It adheres to the hair shaft, helping to fortify, condition and repair. It was sacred to Inca Indians for its life-supporting nutrients.

Other natural and plant derived, organic
ingredients were also used. For example: Organic babassu, which comes from Maranhão, in Brazil, was added in to the Damage Remedy Restructuring Shampoo because it gently cleanses hair and provides a rich, luxurious lather. Babassu nut derived conditioning agents deeply moisturize. Women known in Brazil as ‘nut-breakers’ have empowered their community and built a flourishing local economy by sustainable harvesting certified organic babassu nuts.

Another fabulous ingredients found in the Aveda’s Intensive Restructuring treatment are Phellodendron, sandalwood and barley, these are plant-based emollients that help in smoothing the hair cuticle to seal in moisture and restore shine. A natural anti-oxidant under the name of Sea buckthorn was also added to help protect from environmental stressors. Aveda researchers also thought of our sensorial pleasures and added Organic bergamot, ylang ylang and mandarin to provide us with an aroma therapeutic experience

The shampoo and conditioner were conceived and are ideal for daily care, while the treatment is formulated for weekly use as an intensive repair remedy and to restore moisture and shine.

The products are available at Aveda salons, spas and stores, and online at www.aveda.com. You can also call 800.328.0849 for locations or more information.
-Kasia Konia