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The brand is launching Green Science skin care, a lineup of plant-infused facial treatment products, in May.
"We're a little late to the antiaging market, but we wanted to do it right," said Suzanne Dawson, vice president of marketing for Aveda. "We see a great deal of opportunity in skin care. The professional skin care market, according to Kline [a worldwide consulting and research firm] is now a $5.2 billion dollar market. Overall, we are the number-two spa brand in the U.S., and we're aiming to be number one. We think this line — and other recent introductions, such as our Outer Peace acne line — will get us there."
Green Science is powered by certified organic argan oil, a fatty acid replacement that is designed to help restore the skin's moisture barrier, noted Dawson. The Berbers, an indigenous people of Northern Africa, have used argan oil for medicinal, culinary and cosmetics purposes for years due to its concentrated amounts of linoleic acid, polyunsaturated fatty acids and vitamin E, noted Pat Petersen, executive director of research and development for Aveda. "We're using two components of the plant — extract from the leaves and oil from the kernels the plant produces," noted Petersen. "The leaf extract has anti-inflammatory properties, while the kernel oil contains a lot of the same lipids you will find in the skin.
"There seems to be a 'no pain, no gain' mentality with some facial treatment products," continued Petersen. "The focus for Aveda has always been to do products that leave you with very little redness or irritation — and we've been able to develop these high-performing products that stimulate and soothe, as well as deliver a very effective treatment."
In addition to argan oil, the Green Science lineup includes organic plai oil, said to be a powerful antioxidant and anti-inflammatory; organic cactus, said to inhibit the destruction of collagen and help stimulate collagen synthesis; glucosamine, for its moisturization and exfoliating properties, and boswellia, an anti-inflammatory ingredient said to help boost the skin's elasticity. The products are lightly scented with geranium, grapefruit, palmarosa and bergamot essential oils.