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Aveda is set to launch a men's hair care brand in July 2007, a move the company hopes will boost its growth. According to the company, men currently represent 10% of its retail sales and services. The company is hoping to increase that number to 30%, which would put its men's products and services at nearly US$230 million.
The men's hair care line reportedly will feature different formulations than other Aveda hair care lines. For example, products address common male problems such as sensitivity and dryness. The seven unit line features a shampoo, conditioner, composition, grooming cream, grooming clay, liquid pomade and original pomade. Ingredients included in the new line are sage extract, licorice root, tamanu oil, plai oil and boswellia.