Aveda Smooth Infusion Glossing Straightener stands up to the most demanding conditions and hair types

(19/11/2009)

Smooth Infusion™ Glossing Straightener has joined Aveda’s Smooth Infusion™ collection including Smooth Infusion™ Shampoo, Smooth Infusion™ Conditioner and Smooth Infusion™ Style-Prep Smoother.

Aveda™ has introduced a high performance straightening and glossing formula that stands up to the most demanding conditions and hair types. New Smooth Infusion™ Glossing Straightener smoothes and straightens with Aveda’s exclusive plant infusion blend, while adding lustrous shine and protecting the cuticle from heat damage.

Aveda hair stylists used Smooth Infusion™ Glossing Straightener to straighten and sculpt looks at the Christian Siriano and Rodarte Fall/Winter 2009 collections in New York.

PERFORMANCE:

Delivers lasting hold that maintains a straight/smooth style throughout the day, even in humid conditions
Provides lustrous shine to straightened hair
Transforms tightly wound curls into soft waves that are frizz-free and full of shine
Protects hair cuticle from heat damage with a hydrolyzed wheat protein complex

INGREDIENTS:

· Guar bean and plant derived cellulose - provide lasting hold that maintains a straight, smooth style throughout the day.

· Plant Infusion - a proprietary blend of certified organic aloe, maize and guar bean forms a smooth, new surface on each strand of hair. This innovative blend targets areas where the hair cuticle has been damaged—those that are rough, dry or uneven—to reduce flyaways and frizz.

· Hydrolyzed wheat protein complex - forms a protective barrier on the cuticle to help protect hair from heat styling.

· Certified organic sandalwood from Australia - the base note in the aroma blend. Aveda's partnership with Western Australian Aboriginal Peoples assures responsible sourcing and harvesting practices, and provides a sustainable economic base that helps protect their indigenous culture. As partners of Aveda, the Mardu peoples receive fair market payment for their sandalwood in a business where all parties benefit.

AROMA

A fresh, spicy citrus-floral blend featuring certified organic bergamot, certified organic palmarosa, rose oil and Australian sandalwood.

APPLICATION

· Smooth. Prep hair with Smooth Infusion™ Shampoo and Conditioner.

· Smoother. Pre-style damp hair with Smooth Infusion™ Style-Prep Smoother.

· Straight. Work Smooth Infusion™ Glossing Straightener through towel-dried hair and blow dry with a brush.

STYLE TIPS

Antoinette Beenders, Aveda’s Vice President, Global Creative Director, provides styling tips for creating straight, sleek styles with Smooth Infusion™ Glossing Straightener:

The Flat Wrap Technique: Brush hair tightly against the scalp and blow-dry at the roots in small sections (about the width of your brush). First, dry in one direction, then go back and dry roots in the opposite direction. Next, dry hair from mid-length to ends by placing the brush underneath the hair and holding it taut while blow-drying from above. Move slowly from mid-length to ends with the brush and dryer.
Tip: Drying the roots first gives a sleeker look and holds the hair straighter at the scalp.

Sleek Ponytail: Slick back hair and create a tight, sleek ponytail. Instead of hair spray, work a few drops of the Smooth Infusion™ Glossing Straightener into palms and slide it over the top of hair for a glossy finish and to tame flyaways.

PACKAGING

Minimum of 45% post-consumer HDPE (high-density polyethylene)—a 10% increase in recycled content from other Aveda’s HDPE tubes.

SUGGESTED RETAIL PRICE AND AVAILABILITY

£17.62 - Available in Aveda salons, spas, stores and online

Related categories:  Beauty products for hair   Conditioners   Hair styling   Shampoos 

Gifts and presents | Babies, children and teenagers | Healthy diets and recipes | Car and automotive | Gold, silver and precious metals | Alternative investment | Phones, adsl and broadband | Art, paintings, sculpture

Security systems | Plumbing, heating, ventilation and air conditioning | Electrical distribution, lighting, power generation, automation and control | Construction equipment | Environmental technology and renewable energy