NATURE ILLUMINATES

NATURE ILLUMINATES
AVEDA INTRODUCES ENBRIGHTENMENT™ SKIN CARE
New York (February 2009)—Aveda™ achieves professional results with Enbrightenment™ skin care—a four-step daily regimen plus twice-weekly masque infused with powerful plant actives to diminish the appearance of dark spots and discolorations and improve skin’s visible clarity. Enbrightenment™ uses a multi-pronged approach to skin brightening that promotes a more even skin tone, helps protect against environmental aggressors, soothes, exfoliates and hydrates skin—creating a luminous, clear complexion.
The Enbrightenment™ skincare line-up launches in February 15, 2009 and includes:
• Enbrightenment™ Brightening Cleanser
• Enbrightenment™ Brightening Treatment Toner
• Enbrightenment™ Brightening Correcting Serum
• Enbrightenment™ Brightening Correcting Lotion
• Enbrightenment™ Brightening Correcting Creme
• Enbrightenment™ Brightening Intensive Massage Masque
Clinically proven to perform in just eight weeks*:
• 34% reduction in the appearance of discoloration/dark spots
• 52% improvement in visible clarity
PERFORMANCE
• Brightens using a process that reduces the appearance of pre-existing dark spots by breaking them down through exfoliation.
• Helps prevent new dark spots and discoloration with anti-oxidants which help fight free radical oxidation.
• Soothes skin and reduces irritation that can lead to dark spots.
• Illuminates skin with Aveda’s proprietary, plant-derived Skin Brightening Blend.
KEY INGREDIENTS
Enbrightenment™ products are up to 99.7% naturally derived and include:
• 100% Naturally-Derived Skin Brightening Blend—soothes skin and diminishes the appearance of dark spots with a proprietary blend of scutellaria (a perennial herb), mulberry root and grape extracts.**1
• Ascorbyl glucoside (Vitamin C)—a protective antioxidant that brightens skin and helps diminish the appearance of dark spots and discoloration.
• Glucosamine—aids in moisturization; smoothes and exfoliates for a more even skin tone. Derived from plant biofermentation.
• Brown algae—helps diminish the appearance of dark spots and discoloration for a more even tone.
• Naturally-derived salicylic acid—derived from oil of wintergreen; exfoliates skin for a more even skin tone.
• Organic shea butter—hydrates, protects and repairs skin’s moisture barrier.
• Rosemary leaf extract—an anti-irritant and antioxidant to soothe and protect skin.
*Based on clinical testing using the 5-step Enbrightenment™ regimen, plus an SPF 15.
**Note: Skin Brightening Blend not present in Enbrightenment™ Brightening Cleanser
• Sodium hyaluronate—aids in hydration, protecting and restoring moisture barrier. Derived from plant biofermentation.
• Organic aloe vera leaf extract—soothes skin and acts as an anti-irritant.
AROMA
A functional aroma featuring organic lavender, sustainably-sourced sandalwood, organic rose geranium, and organic rosemary essential oils to soothe and calm the senses.
THE ENBRIGHTENMENT™ 4-STEP REGIMEN
STEP 1: CLEANSE
Enbrightenment™ Cleanser
• What is it? A daily cleanser that lathers up to gently wash away dull surface cells; improves skin clarity.
• Hero Ingredients: Rosemary extract, organic aloe vera extract and gentian lutea extract.
• Usage: Work into a lather in hands, then massage gently onto damp skin using circular motions, avoiding eye area. Rinse well with warm water and pat skin dry. AM and PM use.
• Suggested Retail Price: $35, 125ml
STEP 2: TONE
Enbrightenment™ Brightening Treatment Toner
• What is it? A plant-powered brightening blend to help promote increased surface cell turnover, leaving skin exfoliated and moisturized for a more even skin tone.
• Hero Ingredients: Aveda’s proprietary Skin Brightening Blend, ascorbyl glucoside, glucosamine HCI, sodium hyaluronate and salicylic acid.
• Usage: After cleansing, smooth over face with a saturated cotton pad, or gently pat onto skin with fingertips, avoiding eye area. AM and PM use.
• Suggested Retail Price: $42, 150ml
STEP 3: TREAT AND CORRECT
Enbrightenment™ Brightening Correcting Serum
• What is it? A highly concentrated plant-powered brightening serum that diminishes the appearance of dark spots and discoloration.
• Hero Ingredients: Aveda’s proprietary Skin Brightening Blend, ascorbyl glucoside, glucosamine HCI, and salicylic acid.
• Usage: Smooth onto face, neck and décolleté after cleansing and toning. AM and PM use.
• Suggested Retail Price: $50, 30ml
STEP 4: MOISTURIZE
Enbrightenment™ Brightening Correcting Lotion
• What is it? A light day lotion that diminishes the appearance of dark spots while helping protect skin against environmental aggressors. Moisturizers help keep skin smooth and supple.
• Hero Ingredients: Aveda’s proprietary Skin Brightening Blend, ascorbyl glucoside, rosemary leaf extract, vitamin E, organic shea butter and sodium hyaluronate.
• Usage: Smooth onto face, neck and décolleté a.m. and p.m. following Enbrightenment Correcting Serum.
• Suggested Retail Price: $50, 50ml
- or –
Enbrightenment™ Brightening Correcting Creme
• What is it? A powerful gel-like cream infused with plant emollients to deliver deep, long-lasting moisture while helping to strengthen the skin’s moisture barrier. Helps diminish the appearance of dark spots.
• Hero Ingredients: Aveda’s proprietary Skin Brightening Blend, ascorbyl glucoside, organic shea butter, soybean extract and ceramide 3.
• Usage: Smooth onto face, neck and décolleté following Enbrightenment Correcting Serum a.m. and p.m. for intense moisture.
• Suggested Retail Price: $55, 50ml
WEEKLY TREATMENT: INTENSIFY LUMINOSITY
Enbrightenment™ Brightening Intensive Massage Masque
• What is it? An intensive hydrating treatment that delivers luminosity and clarity. Emollients and nutrients provide moisture, enhance skin’s visible radiance and helps even skin tone.
• Hero Ingredients: Aveda’s proprietary Skin Brightening Blend, ascorbyl glucoside, vitamin C, vitamin E, organic shea butter and organic palm oil.
• Usage: Apply a generous amount to face, neck and décolleté and massage into skin using gentle, circular motions concentrating on areas with discoloration. Allow masque to rest on skin for 8 minutes. Tissue off any excess product. Use twice weekly.
• Suggested Retail Price: $45, 125ml
AVEDA’S COMMITMENT TO LOCAL FARMERS
• Sandalwood oil—Aveda’s quest for the Earth’s finest sandalwood oil that can be traceably sourced brought the Company to indigenous communities in Western Australia. For the indigenous Mardu peoples, the harvesting of sandalwood provides a sustainable economic base for its people, while assuring responsible sourcing and harvesting practices for Aveda.
• Certified organic rose geranium oil—Aveda collaborates with 30 organic farms throughout South Africa for its certified organic rose geranium oil. The partnership allows local families to return to their villages and farms from big cities, and is an important first step to reclaiming their land and their livelihood.
PACKAGING
• Enbrightenment™ Brightening Cleanser: packaged in a 35% PCR LDPE tube.
• Enbrightenment™ Brightening Treatment Toner: PET bottle.
• Enbrightenment™ Brightening Correcting Serum: encased in a 100% PCR PET bottle.
• Enbrightenment™ Brightening Correcting Lotion: packaged in a 100% PCR PET bottle.
• Enbrightenment™ Brightening Correcting Creme: packaged in a 100% PCR PET jar.
• Enbrightenment™ Brightening Intensive Massage Masque: encased in a 35% PCR LDPE tube.
Enbrightenment™ is available in Aveda salons, spas, stores and online at aveda.com in February 2009. Please visit aveda.com or call 800.328.0849 for locations.
Our mission at Aveda is to care for the world we live in, from the products we make to the ways in which we give back to society. At Aveda, we strive to set an example for environmental leadership and responsibility, not just in the world of beauty, but around the world.