Colour with integrity: Raising the standards in hair dyeing

  • Style
  • Tuesday, 11 Mar 2014

An ecologically-sound brand looks to nature to come up with better products.

HAIR dyeing is an ancient art, and people would use natural ingredients like roots and plants to obtain the colour. Thanks to giants such as cosmetics companies and advances in the hair industry, dyeing has become a multi-million dollar business that’s synchronised with fashion.

What’s disturbing, however, is the amount of chemicals that go into hair dye products, and how much of these eventually may seep into our scalp and cause health problems.

Ammonia, for example, can cause the eyes and scalp to sting. Regarded as a crucial component to dyes, it works to open up the hair shaft pores, speeds up the reaction of the dye and makes it bond better with hair without having to bleach it first. When some brands started offering ammonia-free dyes, everyone welcomed the new trend with open arms as one could then colour hair without the strong odour and biting effects of the chemical.

But ultimately, chemical solutions, no matter how advanced or well-formulated, is still about synthetic ingredients.

Given half the choice, perhaps a more natural product that has a 93% naturally derived plant-based formulation might be more attractive.

Aveda’s patented technology uses green tea extract to create unique hues, providing natural-looking fade resistant colour. Its Full Spectrum Deep transforms dark hair to light, with vibrant, true-to-life tones from a single, simple process.

You can choose to colour your hair the safe way using Aveda, which has natural plant-based ingredients.

The colour tone of your choice is customised by a colourist, and the hair dye is claimed to protect your well-being while being environmentally-friendly.

It contains certified organic sunflower, castor and organic jojoba oils to give added shine and conditioning to your hair while natural fragrances of organic lavender (as opposed to the pungent smell of ammonia) makes the colouring experience a lot more pleasant.

Full Spectrum Deep was designed be customised, formulated specifically for dark hair, and calibrated with the right lift and tone so that you get the desired results. Plant extracts and oils buffer the colouring process, and infuse the hair with shine and condition it simultaneously. It also has candelilla wax which creates a rich, creamy consistency that allows precise, non-drip hair colour applications.

Aveda was founded by Austrian hairstylist Horst Rechelbacher in 1978, and is based on higher standards of corporate environmental performance and disclosure. The company has its headquarters in Blaine, Minnesota, featuring environmentally progressive manufacturing, research and development facilities. Aveda is honest in saying that it’s not 100% natural, with the rate hovering between 93% and 97%.

It was the first beauty company to receive a Cradle to Cradle charter for its commitment to sustainable products, packaging and production. Its botanically-based beauty products are available at Pavilion Kuala Lumpur, offering a range of consumer products, including hair care, skincare, body care, Pure Fume aroma and lifestyle accessories.

Late last year, Aveda teamed up with Min Byung-kwon of Min Salon in Sri Hartamas, Kuala Lumpur and its strategy is to work closely with partners to ensure the success of both the salon and the brand.

“Min is (one of our many) like-minded salon owners who thinks of doing business consciously and sustainably. He continues to improves his skills, and strives to deliver the best quality services and products to his customers. It’s also about working with a product that’s ecologically and environmentally sound,” explains Linda Lee, general manager of Aveda.

“We’re not just about the product. We care about the success of our partners’ business. This means there will be more frequent visits by our trainer to the salon, having regular discussions on the progress of the business, and constant collaboration on the marketing of the salon services.”

In Salon Today’s ( Top 200 fastest-growing salons last year, 110 of those listed were part of the Aveda network.

Aveda is planning to open a second salon, reflecting a “true Aveda Lifestyle Salon” in The Gardens Mall, KL in collaboration with Min and top Korean celebrities’ salon Foresta this May.

Foresta owns three Aveda Lifestyle salon in Bayan Tree, Seoul, two of which offer the full range of services for treating hair, face, body to nails, and there’s even an organic café in the standalone retail shop.

“In line with our brand philosophy, we want to establish a flagship salon in the heart of KL to showcase the true essence of Aveda,” concludes Lee.

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