Consumers want customization and flexibility for shade and tone for hair color. To meet these needs, Aveda is rolling out Full Spectrum Demi+ Custom-Deposit Treatment Hair Color, a completely new line of 93% naturally derived, deposit-only hair care.


This highly-customizable, high-shine, conditioning demi-permanent hair color is infused with a blend of carefully chosen botanical ingredients and features Aveda’s signature Pure-Fume aroma of certified organic rose, lemon, peppermint and other pure flower and plant blooms, creating a pleasant processing experience.
 
Shine is a key indicator of healthy looking hair, and concerns over dullness become more acute as the hair ages. A conditioning blend of certified organic plant oils in the Full Spectrum Demi+ Custom-Deposit Treatment Hair Color line, including sunflower, castor, jojoba and kukui, help nourish the hair during color treatment, improving the condition of damaged hair while it provides instant, healthy shine and radiant color.
 
Plant-derived L-argenine boosts pH, opening the cuticle to allow for maximum color deposit. Green tea extract, a naturally derived color modifier, helps create a broader spectrum to provide the ultimate artist’s palette for colorists. Butylene glycol, derived from sugar cane, is used as a naturally derived solvent to create a gel base for smooth consistency. Full Spectrum Demi+ Custom-Deposit Treatment Hair Color is free of ammonia and PPD, according to the company.
 
“The Full Spectrum Demi+ Custom-Deposit Treatment Hair Color is exciting for the colorist because it’s unique in its level of customization and flexibility for shade and tone,” said Wendy Prior, Aveda executive director, technical education. “The results are predictable, it’s easy to use, and the faster processing times and simplicity of the line allow the salon to offer every guest a quick color treatment add-on without sacrificing quality,”
 
The ammonia-free collection includes 10 shades, 10 tones and five and 10 volume liquid developers, that with processing times of 5-20 minutes, allow for ultimate customization of color and vibrancy. The possibilities are endless: from sheer, translucent gloss for those looking for some extra shine, to opaque grey blending and vibrant color results that pack a big punch, according to the salon brand. The long-lasting colors naturally fade on tone, so hair looks great between appointments, added the brand, which is owned by Estée Lauder.  
 
“Full Spectrum Demi+ allows a colorist to service every guest from the bold to the color shy. Stand-alone tones or even a clear gloss can be used for a subtle refresh and shine, quickly and easily adding revenue to a guest’s ticket,” said Prior.
 
And, keeping with Aveda’s plant-friendly packaging, the hair color tube caps contain 100% post-consumer recycled content; unit cartons are made from 100% recycled fiber, including 77% post-consumer recycled fiber.
 
In other news, Aveda is promoting its “biggest beauty launch,” the Feed My Lips Lipstick collection, also out this month. According to the company, the long-wear, nourishing lip shades are designed to complement hair hues.
 
“Feed My Lips is an opportunity to return to the roots of Aveda makeup, which evolved from lipstick touchups in salons. This new line was sparked by a conversation about connecting lip color to hair color,” stated Janell Geason, Aveda global artistic director for makeup. “We looked at how different lip shades complement certain hair colors and built a collection based on that knowledge. We wanted to simplify the process of finding your perfect lip color based on its color connection with your hair color.”