The hair products use natural ingredients and 95 percent recycled packaging. Aveda is attempting to ride the wave of consumer demand for products that claim to make less of an environmental impact.
"This initiative is much bigger than a product launch, it's about building the male clientele from Aveda's network of salons spas," said Aveda's president Dominique Conseil. "We know environmentally responsible men represent a significant segment of the market."
The range contains what the company claimed were sustainably-sourced ingredients such as boswellia, licorice root, ursolic oil and tamanu oil. The Aveda Men shampoo, conditioner and liquid pomade lines are also packaged with recycled high density polyethylene (HDP) paper and printed with soy ink.
The products are produced in Aveda's primary manufacturing facility, which offsets all of it electric usage with certified wind energy, the company claimed.
"With this wind energy program Aveda helps keep 7.2 millions pounds of carbon dioxide, the principle contributor to global warming, out of the atmosphere," the company claims, quoting the US Department of Energy.
Aveda has for a while now pledged their support for protecting the environment through the use of renewable, sustainable, organic or non-petroleum mineral ingredients, pledging on their website to "set an example for environmental leadership and responsibility".
The company claims that the formulation does not sacrifice performace. The range is still formulated to deal with problems specifically associated with male hair. According to the company, men's scalps are twice as thick as women's and so produce up to twice the oil, leading to sensitivity, itchiness, redness and irritation.
During company's clinical trials, men used the shampoo and conditioner over a period of two weeks.
At the end of the trial, 72 percent noted a reduction in oiliness and greasiness, 65 percent said they experienced reduced scalp dryness and itchiness, and 80 percent of men said their scalp felt more refreshed, the company claimed.
Many manufacturers worldwide have become more environmentally conscious this year and have pledged to use more recycled packaging.
In March, Gourmet Body Treats launched a vegan, eco-friendly cosmetic range packaged with 100 percent recycled material.
Last month the Texas-based Alima Cosmetics received the BDIH certified natural cosmetics seal for it line of 240 mineral products.
BDIH advocates pure, safe natural ingredients, as well as assuring the packaging for such products respects the environment by using largely sustainable and eco-friendly materials.
