Smooth Attraction: Aveda debuts Naturally Straight styling crème

Spring has finally arrived, and summer is just around the corner. Is your hair in check from the imminent frizz-inducing humidity? Fortunately, Aveda Canada is launching its new Smooth Infusion™ Naturally Straight styling crème in June. This brand new hair saviour, along with Ray Civello’s stunning photo exhibit were unveiled at Hotel Ocho last week.

The striking photos included ten of Toronto’s naturally curly-haired tastemakers, styled with sleek manes using the help of Smooth Infusion™ – all shot by Aveda Canada’s CEO, Ray Civello. Beautifully photographed, the black and white series included recognizable faces such as MTV personality Aliya Jasmine Sovani, Bustle Clothing’s Shawn Hewson and wife Ruth Promislow, DJ Diego Armand (who also supplied the music at the event), fashion blogger Gracie Carroll, and photographer Becca Lemire.

Hailed as a unique light weight crème that progressively loosens curls, Naturally Straight is the latest addition to the Smooth Infusion™ line that will straighten your hair with every style. New to the collection, the styling crème is formulated with organic ingredients such as tapioca starch and maize to help form a barrier against intense humidity. The plant-derived fibers lock in that sleekness and fend off frizz, making straight style easier and faster day after day. While gentle enough to be used on colour-treated hair, this little tress wonder also works on a multitude of hair types, as demonstrated by the ethereal Aveda models.

Aveda Canada Models | Photo: Nick Lee

Aveda is also expanding its popular aroma collections – their beloved Shampure™ aroma welcomes the new Hand & Body Wash, a mild, sulfate-free cleanser, and the Body Lotion, which instantly absorbs and seals in all-day moisture.

Mike Bradwell, Aliya-Jasmine Sovani | Photo: Nick Lee

While everyone chatted and admired Civello’s photos at Hotel Ocho’s lofty space, some also took advantage of the luxurious complimentary hand massages offered by Aveda using their new Shampure™ Body Lotion. The night was beaming with DJ Diego Armand’s upbeat nostalgic music, and familiar faces drifted through the crowd.

Plagued by thin frizzy hair, I’m always looking for that miracle product that will help me rid of the problem, without loading my locks full of products. Since the event, I gave the Naturally Straight styling crème a try, and it worked like a dream on my stubborn frizz. Not only did it tame the unruliness, my hair was also full of body and volume – a rarity because most smoothing products tend to weigh my hair down. Though the subtle citrus scent was a nice touch, there wasn’t a shred of evidence that any product or residue was in my hair once styled. The brilliant result lasted the day after on my unwashed hair. Truly impressed by this gem, I will be adding it to my arsenal of hair products ready for the summer heat.

Smooth Infusion™ Naturally Straight styling crème ($31.50)
Shampure™ Body Lotion ($32)
Shampure™ Hand & Body Wash ($23)
These products will be available beginning of June 2014 in Aveda Salons and Spas and Aveda Experience Center retail stores.

Visit Aveda.com/locator or call 800-328-0849 for more information.