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ftxnrre Enhancers.
'-1:i
Hang Straight'" Straightening Lotion
For all hair types.
For smoothing
out hairandtamingflyaways.
Our
rootand flax seed
certifiedorganicmarshmallow
shine.
blendcreatessmoothholdas silicadelivers
Be Curly'" Curl Enhancing Lotion
For all hair types.
Definescurls,tamesfrizzand heightens
shine,
for curlyor wavyhair,Wheatproteinblendexpands
when hairis wet, then retractswhen hairis dry,
to lockin cudor waves.
Simplevolumetips.
From Aveda guest artist Frank Rizzieriowner of two award-winning salons-who
created most of the styles for this magazine:
' For
fine /tain after blow-drying (when hair
is about 90% dry) target the areaswhere
you most want volume. At the crown, for
fullness at the top, apply Volumizing
Tonic'" at the root. Or try Phomollient*
Styling Foam on the ends.
' For medium to thicl /tain after
VolumizrngHairCar.e.
g)*;"$ix::*in:
-\:t *xl*;e;:xl:c
*{,;:s*J:c$
h*ir g*;
r::*r*li- *;::*s{lxj**ri.{Keriil;\l'i*gla'*rh?ifb.
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PureAbundance'"VolumizingShampoo
For fine hair.
Lifts hairup, fills it out-with a planfbasedblend
boostedby certifiedorganicacaciagum.Hair
looksfuller,feelsthicker,staysmoreabundant.
VolurnizingTonic'"
For fine to medium hair.
Createsmaximum
volumewitha wheaiaminoacid
andcertified
organicaloeformulathat helpsbuild
bodyandaddshine.
Pure Abundance'"Volumizing
Clay Conditioner
For fine hair.
Boostvolume-witha breakthrough
blendof
kaolinclayandcertified
organicacaciagumfor fuller-looking,
thicker-feeling
hair,
Phomollient'"Styling Foam
For fine to medium hair.
Our U.S.-patented
formula-withcertifiedorganic
honey,burdockand marshmallow
root-creates
weightless
volume.Addsshinewithoutbuild-up.
Air-in{used
technology
is freeof non-renewable
hydrocarbon
propellants.
PureAbundance'"VolumizingHair Spray
For all hair types.
yourstyle.Ourmrcro-mist
Volumize
spray-infused
withcertified
organicacaciagum-dries quickly,
for extra-tirm
holdthatdefendsaoainsthumiditv.
36 AVEDA.COIM
blow-drying, cteate loose "pin curls"
throughout hair: using your fingers, roll
sectionsof hair into a curl, from the ends
upward; pin into place, then spray curls
with Air Control* Hair Spray for hold.
Thke them down once they've set.
For longe4straigfurtain add wave by
braiding 3-4 sectionsof hair and spraying
with Air ControlS Undo braids iust before
going out.
Tofind Rizzieri salons,or otrterAoedasalons
and spasnear!ou, oisit ar,,eda.com.
;:"
Select productsavailablewoddwide
:"-:-"l*.*f"T;i-
r\11tl '
JoJ't
Jr€qu
:autzfi
oq.\\
-l'
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irr .{si;e"
In a market often dictated by European fashion trends, a visit
to Japan opened Aveda's eyes to new directions in styling.
Japanesesalon techniques often focus on removing extra
weight from hair by cutting vertically; in the process,hair is
sculpted into a new, lighter shape.Keeping this shape,while
still allowing hair to move freely, calls for scyling products that
won't build-up or add a hard, crispy hold to hair. Working with
celebrated editorial stylist Miho \,{x1ss1112-elynerof Tokyo's
T*iggy Salon-Aveda answeredthe call with Light Elements.
Throughout the process,Ms. Matsuura consistenrly asked for
lighter and lighter formulas-while maintaining hold-which
led co innovative new forms: becausetypical hair pomadeswere
too hearry for the market, Defining Whip* was literally
whipped with air, to lighten the formula without diluting ir.
Similarly, Reviving Mist was created with a blend of lavender
water and purifying plants like red clover to resroremoisture
and movement to lusege(Japanesefor "unwanted wave" as in
slept-on hair); the result is a multi-purpose refreshing spray that
perfectly suits an active life style.
Today, Ms. Matsuura is creative director of Aveda's Tokyo
Lifestyle Salon and Spa-Aveda's first in Japan.Learn more
about it at aveda.com.
Light El*m*nt*'* Ft*vir**g ldist
For all hair types.
Reactivates
styleweightlessly-withoutwashingafterworkingout,goingout or sleepingin.
Refreshesand restoresmoisture-with certified
organiclavender
waterin a botanical
blend.
{-ighiHl*rn*ntx"uFinishing$n{uti*n
For all hair types.
Ourlightweight,
lightholdformula-infusedwith
certifiedorganiclavenderwater.Tapiocastarch
absorbsinto hairto calmflyaways.
Lisi:t ffile*:en*s'"*D*f ining Whip"u
For all hair types.
Definesandseparates,
withoutaddingweightor
stickiness-withmediumholdin a certified
oroanic
lavender
waterblend.
light €lem*ntm'*$m**thing Fluid
For all hair types.
A weightless
formula-withcertified
organic
lavender-forfluidmovement
andshine,andhair
that hasa healthylookandfeel.
Ligi'rtHler**r:t*"'' *eteiiing fuli*t-Wax
For all hair types.
Createswispyseparationand weightlessstylefrom a fast-absorbing
spraywax,with certified
organiclavender
water,Airyandeasy-on any
lengthhair,
Select products availablewoddwide,
a:':.,.'
,:iia:..),:'r.
38 AVEDA,COM
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Self Control'" Hair Styling Stick
For medium to coarse hair.
Easv-to-use
stickoomadeaddsshineandcontrol.
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needed.Withnaturalhumectants
andconditioners,
including
extractsof blacktea andcertified
organic
formula
flaxseed(shownabove),U,S.-patented
washesout easily.
Custom Control'" Gel-Wax
For medium to coarse hair.
formulafor two prodrcts
Our proven,innovative
for dry hair,stylingfor wet or
in one:finishing
withnaturalhumectants
andshine
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enhancers-hops,blacktea andcertifiedorganic
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formulagiveshaira high-textured,
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look
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Srylingwith thetrends.
Control Granules'" Hair Texturizer
For all hair types.
bulked-up,
mattehair-from
Get roughed-up,
a radicalpowderthatturnsto liquidin yourhands.
For dampstylinganddry{inishing-and
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Control Tape'" Extreme Style Strips
For all hair types.
holdthatdrieshard-for extremebffects
Ultra-firm
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Healing secrets
Pvl
oI sapanomoss.
What life force enables certain plants to
survive-and thrive-even under the most
extreme environmental stressl And what
healing secrets do these plants hold? Aveda
went to hidden corners of the Earth to find
the answers.
In the mountainous reaches of western
Montana, we found larch trees flourishing
despite months-long assaultby bitter cold
and frost. By literally tapping into their
energizing sugar sap-the life forceAveda discovered a renewable resource
with the power to reinvigorate dry hair.
In the harsh, lunar landscapeof Iceland,
there grows a moss with phenomenal power
to at:uactand retain molecules of water.
This tiny lichen-combined with sap and
our own pure flower and plant essencesshowed the way to nurturing formulas for
hair and scalp:our Sap Moss* family.
if:l
Professional
Sap Moss" Nourishing Concentate
For dry hair.
deepconditioning,
Ourmoisture-rich,
pre-shampoo
healingtreatment
givesdryhairthe
it needs.Ourformula-with
extranourishment
lcelandmoss,sap and certifiedorganichoneymoisturizes,
restoring
smoothness
andshine,
Sap Moss* Shampoo
For dry hair.
Our nourishing
shampooblendsan arrayof sap
andmoisture-rich
lcelandmossto smoothfrizz
and gentlyrestorehealthto your hair.lts rich,
concentrated
formulagivesyou a luxuriouswash
witha minimalamountof product.Infuseshair
with an earthy,arborealaromaderivedfrom
olibanum
andgalbanum.
Sap Moss- Conditioning Detangler
For dry hair.
Thissheer{ormulacarriesnutrients
to hairto
Aveda Wooden Hair Styling Brushes
Aveda Ceramic Round Brushes
gentlycondition
anddetangle,
sealsdownhair
For all hair types.
For all hair types,
cuticlesto eliminatefrizz.With sap resinsand
Innovative
ceramic-coated
banelheatsquicklyand
Our Stylingand Paddlebrushesare designedto
lcelandmoss-plus wheataminoacidsto help
reducestressto hairandscalpduringblow-drying evenly-to reduceblowirying time. Heat-resistant penetrateyour hair'scuticle-attractingand
bristleshelppreventtangles,and our removable
and styling.The brusheshelpdetangle,featuring
retainingmoisture,leavinghairwith beautifulshine.
sectioningpick helpsyou managehairmoreeasily.
extendedbristlesto stimulateand massagescalp.
Moss* Styling Spray
Manufactured
without
glue,
Sap
our
ceramic
brushes
Both made{rom sustainable
honevwood.
yet lightweight.
For all hair types.
aredurable,
In threesizes,with
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1: You'rvgiten a ioaflil toelcome.
Step
tvhi-jk* *:a3's
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What goes into your lr''elcomebegins before ,vou arrive. Long
ssg"
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before, in recruiting students and professionalswho share our
,n*ass{ \"
It's an intimate relationship, one that you come back to again and
again. Becauseyour st-vlistunderstandsnot only vour hair, but
vour look. 1,ourpersonalitl'.Thkes care of vou-making your time
in the chair somethirrgto look forn'ard to, a nurturing experience
rhat sta-vsi.vith vou long after you'r'e left the salon. Ic's the one
relationship in your life that you don't have to q'ork at.
As oit/t an1,relationsltip,1ou could go tiroug/t many stylistslteforefinding
rheoneigltt fot' you, but Aveda trains people not only in cut, color and
stvle, but in connecting.The sameis true for our spa therapists,for
rvhom treatment is as much a matter of understandingas touch.
WIat .t'oacttroun/er n'/tctt1oa rcm? in/o onc of oo, ,n/or, ,, spasis a
pare Axeda experienc(:vou feel pampered, transported and expertly
cared-for.'lb vou, it should feel effortless.But creating rhat
experience for you is an on-going effort-part of an Aveda process
that not onl-vdraws the best stylists and spa therapists,but ensures
that they are allvaysrenewed.
\\b lirten fiini of it as natare a,nd,ttaftarc. Aveda attracts the kind of
person rvhosenature is to care for others. Then rve nurture that
impulse-along lvith talent and creativitv-with an exceptional
education,one that emphasizespersonalconnecrions,technical
excellence and fresh inspiration equalll'.
Hor.,r'rveappl,vthat philosophy, on a day-to-da].basis,is what we
call the Aveda Service Wheel (the six steps at right).
70 AVEDA,COM
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beliefs and passions.Who naturally give of themselves.Who
believe chat people need touch and connection, not onl-vto live
'['hev're
creative and energized and read.vto
well, but to live.
sharetheir talents-and themselves.
Step 2: A tioroug/t consulrationrtig/tlig/tts1'oarindiaidua/ needs.
Aveda trains neu, technicians in four paths: Cosmetologl',N'{assage
and Bod.vCare, Estl.riologvand Nail Technologv-each path
of
including elemcnts of the others,for a balancedassessment
your needs.Along u'ith these fundamentalsof hair and spa. ne\v
students are trained to ask questions-not onl,vabout your hair or
skin, but 1,ourhabits, your stvlc and how -vou'refeeling-and to
And the lessonsgo beyond. teaching
reall-vlisten to the ansr,vers.
to obsen'e and anticipate. To unclerstandbody language(sa,v,horv
a person flips or ruffles her hair before it's cut and after). To hear
lvhat's not said.
Step3: Yau'rc h^eatedfo an Aeeda Sensott Ritatrlcahning, uplifring or centering.
Our progran-rsimpart more than rvhat's necessa{rto cut hair-like
the sensorybenefits of aromasand the differences betu'een them
(sa1',rvhat eler.atesor calms mood). Or the value of touch to ease
a client into the service. In the Cosmetology program, for instance,
a budding st-vlistalso takes coursesin Aromaologrf" rvellnessand
face color (used in our Face Color Finishing Touch). Tiaining even
extends to the beneficsof the product ingredients themselves'
And through workshops such as our Experience Aveda program,
students are given the chance to trv ollt Sensorv Rituals on each
other-a trial run in nurturing clients.
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