For immediate release

FOR IMMEDIATE RELEASE
Contact: Tina Thomson Communications
Aveda Fuses Ancient Ayurvedic Wisdom and 21st Century Technology
To Launch Invati™
Ninety-Seven Percent Naturally-Derived Solutions for Thinning Hair
MINNESOTA (January 2012) — Rooted in Ayurveda, a 5,000 year-old healing tradition from India,
plant and flower-based beauty brand Aveda™ calls upon its heritage to introduce its newest hair care line, Invati™ – Sanskrit for invigorate – a system of 97 percent naturally-derived products that reduces hair loss by 33 percentto help guests keep the hair they have longer. Invati is powered by Densiplex™, an invigorating complex of Ayurvedic herbs which helps energize and rehabilitate the scalp around the follicles when massaged in.
Invati™, a daily regime that includes Exfoliating Shampoo, Thickening Conditioner and Scalp
Revitalizer, is designed for guests experiencing signs of hair and scalp aging such as thinning, loss of volume, lack of density, or a tighter or drier scalp. “Forty six percent of women globally are concerned with thinning hair, yet only a quarter of them act on it,” says Marianne Knutson, vice president of Global Marketing, Aveda. “The majority of women currently treating thinning hair are unsatisfied with their current regimen, and very interested in a natural alternative. This significant gap in treatment inspired Aveda to enter the anti-thinning hair category to provide guests with high-performing botanical derived solutions and capitalize on a considerable growth opportunity for the brand.” “Some of the most powerful technologies exist in nature. With the Densiplex™ complex we found a botanically sourced solution for visibly thinning hair that harnesses the energy of turmeric and ginseng,” says Pat Peterson, vice president of R&D/Product Development, Aveda. The plant-powered Invati™ system is formulated with Aveda’s Densiplex™ an invigorating complex of Ayurvedic herbs with turmeric and ginseng which helps energize and rehabilitate the scalp around the follicles when massaged in. The unique blend of Ayurvedic herbs was recommended to Aveda by renowned Ayurvedic doctors and brand ambassadors Drs. Vinod and Kusum Upadhyay of Maharshi Bhardwaj Clinic and Research Center in Hardiwar, India. They helped Aveda select the most potent herbs for treating aging scalp and thinning hair. Aveda’s Botanical Laboratory then created the invigorating Densiplex™ complex—combining the latest scientific advances with ancient Ayurvedic Known traditionally for effectiveness in Ayurveda for the treatment of visibly aging hair and scalp, turmeric is the star ingredient of Invati. To source this powerful ingredient, Aveda partnered with Nisarga (Sanskrit for nature), an Indian company commit ed to growing Ayurvedic herbs via organic agriculture while supporting local communities. Because of Aveda’s dedication to local economies, organic farming, water issues and mutually- beneficial relationships, it was a natural fit for the brand to work with Global Greengrants Fund (its global Earth Month partner) on a water supply project in the ingredient sourcing area. Aveda’s grant is helping two vil ages near Nisarga’s farms to repair and rebuild an aging water system, and to tap a new spring. Women who used to spend six hours each day carrying water from more than a kilometer away can now better use that time to help their children with schoolwork and plant gardens Invati™ maximizes the benefits of Ayurvedic plants and herbs in the products’ aroma. The phyto- therapeutic aroma blend, created in-tandem by world-renowned clinical aromaologist Pierre Franchomme and Aveda master organic perfumer Ko-Ichi Shiozawa, is an invigorating blend of essential oils, including lavender, rosemary, ylang ylang, myrtle and ambrette.
AVEDA INVATI™ — SOLUTIONS FOR THINNING HAIR REGIMEN
Exfoliating Shampoo — A gentle daily shampoo that cleanses, exfoliates and renews the scalp
with wintergreen-derived salicylic acid. Clinically proven to remove buildup of sebumand product residue that can clog pores and impact healthy hair. Application: Massage into wet hair and scalp.
Thickening Conditioner — Clinically proven to thicken hair, this conditioner penetrates the hair
shaft to strengthen with arginine, an amino acid derived from sugar beets and soy protein. Organic kukui nut oil helps add natural shine to the hair. Application: Working through hair from roots to ends, massage into hair and scalp using slow, circular friction motions. Rinse with warm water.
Scalp Revitalizer — When massaged into the scalp, this revitalizer utilizes turmeric and ginseng
to help energize and rehabilitate the scalp around the fol icles when massaged in. Application: Spray eight times on each side of the head evenly covering scalp. Massage in. Do not rinse and style as usual. Use twice daily. Avoid eye area. $60 / 150ml “The launch of Invati™ gives Aveda a naturally-derived, clinically-proven line of products that reduces the rate of hair lossi to help guests keep the hair they have longer,” says Knutson. “We are confident that this launch wil remind brand loyalists about and introduce new guests to the power of plants and Invati™ will be available in Aveda salons, spas and stores and online at aveda.com beginning January 2012. Please visit aveda.com or call 800.328.0849 for locations or more information. About Aveda
Founded in 1978, Aveda™ creates high performance, botanically-based products for beauty professionals and consumers—while continuously striving to conduct business in an environmentally sustainable manner. Headquartered in Blaine, Minnesota, Aveda manufactures innovative plant- based hair care, skin care, makeup and lifestyle products, available at retail in Aveda Experience Centers and more than 7,000 professional hair salons and spas in more than 29 countries, as well as i From plants and non-petroleum minerals. ii Due to breakage, in a 12-week clinical test of the invati™ system iii Fatty lubricant matter secreted by sebaceous glands of the skin and scalp

Source: https://www.aveda.com.au/media/pressreleases/NR-Avedanvati2012Launch.pdf