Aveeno Enters Hair Care Market with Wheat Complex

Aveeno Active Naturals, a Johnson & Johnson brand, has entered the hair care market with a moisturizing line featuring a wheat complex. The Nourish+ Hair Care Collection is said to nourish damaged hair back to life in three washes.

The collection features the company's Nourishing Wheat Complex, a blend of wheat germ oil and wheat protein. The complex uses one large, non-hydrolyzed protein polymer. This polymer is by definition not soluble in water and will not break down with use in water. This reportedly allows for a targeted, more substantive deposition of the wheat protein. The complex is said to have a positive electrical charge, which attracts to the negatively charged damaged parts of the hair follicle. When the complex is attracted to the damaged areas, it delivers the right amount of proteins needed to help moisturize and repair dry and damaged hair.

The Nourish+ Moisturize Shampoo and Conditioner  are formulated with hydrating oat protein to quickly quench the hair, replenishing vital moisture. The Nourish+ Soothe Shampoo and Conditioner feature lavender and peppermint to help calm and soothe the scalp. The Nourish+ Volumize Shampoo and Conditioner feature blue lotus flower, an antioxidant that is designed to strengthen and amp-up body in fine, fragile hair by replenishing essential moisture and help protect fragile hair from everyday damage. The collection also features Nourish+Condition Leave In and Nourish+ Revitalize Shampoo and Conditioner. It debuts in April 2009.

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