Aveda naturally straight loosens curls with every use

Aveda Naturally Straight is the latest addition to the Smooth Infusion range, and promises to loosen curls with every use for progressively straighter 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 Smooth Infusion Naturally Straight, a styling creme with allows clients to stay straight day after day. However rather than just smoothing hair for one day, the product progressively loosens curls and sleekens kinks with a unique cumulative effect, which leaves hair straighter after each application. Rather than relying on the use of heat or chemicals to penetrate the hair shaft or modify the hair's natural bonds, Aveda Naturally Straight 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 strand to loosen curls, while a botanical humidity barrier helps fend off frizz, something which those surveyed agreed was their #1 hair gripe. The more clients use this ingenious hair creme - which is safe for relaxed and colour treated hair - the easier it is to play it straight, so they can cut back on hair styling time every day. "It’s amazing how once you start to use this product how little time and effort it takes to straighten even coarse, tightly coiled hair," says Tippi Shorter, Aveda global artistic director, textured hair. "It’s also beautifully lightweight and hydrating. Many products designed to straighten hair and alleviate frizz are sticky, tacky or heavy. Smooth Infusion Naturally Straight has a wonderful consistency." As well as the at-home product, Aveda salons will also be able to offer an In-Salon Naturally Straight Blow-Dry Masterclass from September 2014.