Aveda’s relaunch of its Full Spectrum Permanent^TM Vegan Treatment Hair Color is a marriage of artistry, biotech and green chemistry. And it couldn’t have been achieved without true team effort.

“We partnered with Aveda educators and artists from around the world to keep what you love and find out what your guest needs,” says Barbara DeLaere, global brand president of Aveda. “And we precisely calibrated each color for predictability.”

 

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The new Full Spectrum features an expanded shade range, new Pure Tones, richer, longer-lasting color, 100 percent grey coverage, and is dermatologist tested. It also has 20 percent more oils for enhanced conditioning and shine.

“And we have set a new industry standard in sustainability,” DeLaere adds. “This new line is 96-percent naturally derived, vegan, cruelty-free, and manufactured with solar and wind power. It’s also the first hair color brand to use 100-percent recycled content to make its aluminum tubes, and unit cartons are made with 100-percent recycled fiber.”

 

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New Shades, Faster Processing

In addition to a new, improved formula, colorists were looking for new shades and the ability to customize with ease. And Aveda delivered. Here’s what’s new in the Full Spectrum line:

• 9 new NC shades (natural cool): Alberto Swanson, Aveda North America artistic team member-color, and executive director of education and hair color sales at Neill, says, “The new NC series will be a game-changer for colorists struggling with natural remaining pigment when lifting natural hair. They can now start with a cooler brown when formulating. The series is calibrated for each level and will work side by side with other shades, helping to subdue the natural warmth in hair.”
• 7 new NN shades (natural natural): “The new NN series gives complete, opaque, 100 percent grey coverage. It’s straightforward and calibrated for easy use. You can still customize every shade, but the guesswork has been taken out—it’s all in the tube.” And the new alkalizer helps speed up the process. “A 45-minute process now takes 30 minutes,” Swanson says. “You still process according to developer, but the whole line develops faster.”

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Adrian Franco, colorist at Tangerine Salon in Dallas says, “The one thing that really stood out to me about the new NN series is the processing time. My clients are so used to processing for 45 minutes, so to be able to process them for only 30 minutes and have full coverage has been a game-changer.” Franco adds, “I also appreciate the smell and smoothness of the color—Aveda really stepped up their game with this one.”

• New Pure Tones: New tones include two for blondes: light and dark beige (yellow beige and yellow violet); and two for brunettes, light matte (grey violet) and dark matte (grey green). There’s also a new pink tone. “The more tonal options you have, the more you can create,” says Swanson.

Scot Robinson, co-owner of Pavo Salons in Memphis, Tennessee, says, “My favorite new pure tone is the new grey violet. I’ve used it a bit creating beautiful new mushroom brown shades. Mixing with the new NC series gives such refinement to your shade. It’s not flat or totally ashy, but certainly cooler than shades we’ve had before.”

Swanson says, “We listened to our network of colorists to give us the improvements they wanted, but also allow them to formulate the new Full Spectrum as they always have to get the same results.”

 

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Longer-Lasting, More Vibrant Color

Performance and product integrity were top priority in developing the new Full Spectrum line. Darcy Prater, director of professional hair care formulation at Aveda, shares some of the most exciting new features in the formulation:

• New alkalizer package: A new, proprietary blend of alkalizers gives better deposit, vibrancy and color longevity in Full Spectrum.
• More essential oils: With 20 percent more oils in base formulations, condition and shine are enhanced.
• Naturally derived emulsifier: With the discovery of a bio-based emulsifier, Aveda scientists were able to increase the percentage of naturally derived ingredients in the new formulation.
• New scent: Aveda’s in-house aromologist created a proprietary blend of peppermint, clove, orange and lime that’s unique to Full Spectrum. “The ammonia smell is diminished,” says Swanson. “The nose now picks up this new amazing blend.”

“With the new alkalizer, we can use permanent color on our guests over and over again without the risk of ammonia damage,” says Sarah Sibley, co-owner of Lavender Square in Southlake, Texas. “And the new oils give more moisture and shine. 

Limitless Color

The options are endless for colorists with the new additions to Full Spectrum. And they can get incredible results in a faster processing time.

“We don’t have to compromise on anything to achieve the color results we long for,” says Ian Michael Black, global artistic director, Aveda hair color. “Naturally derived, vegan, earth-friendly and fully customizable Aveda Full Spectrum has it all, all while doing our part to make the earth a better place.”

Robinson adds, “I love the new formulation. The consistency allows a lot more glide through the hair, and you don’t need as much product. The shine is super reflective, and grey coverage in 30 minutes is a win. It’s nice to have NN as a base and explore new ways of using it. The next generation of Full Spectrum is a great overhaul to what was already an amazing color line.”