Introducing NEW Aveda Smooth Infusion Naturally Straight
The quest for perfectly frizz-free, straight hair can be a long and frustrating process, typically involving the overuse of hot straightening irons which can result in damaged, brittle and broken hair. In a UK Aveda survey conducted on working women aged between 18-50 years, over 63% straightened their hair every day, spending a minimum of 60 hours worth of straightening each year! In response, Aveda has created NEW Smooth Infusion Naturally Straight, allowing guests to stay straight day after day. This innovative styling creme formula progressively loosens curls and sleekens kinks – with a unique cumulative effect, hair becomes straight after each application, shaving off previous minutes spent blow-drying and straightening. Also featuring an Aveda aroma experience, infusing hair with a refreshing citrus-floral blend of Bergamot, Palmarosa, Turkish Rose and Australian Sandalwood.
The Secret to Naturally Straight’s Straightening Success:
Unlike chemical straighteners, Smooth Infusion Naturally Straight does not penetrate the hair shaft or modify the hair’s natural bonds. Instead, it works from the outside, adding an invisible surface layer to the hair that progressively loosens curls with every use.
Smooth Infusion Naturally Straight’s naturally derived plant fibres invisibly attach to each hair strand to loosen curls – and help hold your straight style in place – while a botanical humidity barrier of organic Cassava Root which contains Tapioca Starch and Maize helps fend off frizz, something which women agreed was their #1 hair gripe.
The more you use this ingenious hair creme, which is safe for relaxed and colour treated hair, the easier it is to play it straight, so you can cut back on hair styling time every day – which the majority of women said was the longest part of their daily routine – while creating a salon worthy blow dry with ease.
Aveda Smooth Infusion Naturally Straight is available at The Wonderlab now, £21.50.