This summer, Aveda rolled out Be Curly Advanced to salons. The new, improved formulas are 100 percent vegan and give textured-hair clients the tools they need to care for their curls and coils at home, including a Be Curly Advanced Intensive Curl Perfecting Masque in addition to an arsenal of high-performing styling products.

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Stylists are equally excited about Be Curly Advanced, both at the back bar and as a retail opportunity. The shampoo and conditioner provide a moisturizing base for the Be Curly Advanced styling products: Curl Enhancer Cream, Co-Wash, Coil Definer Gel, and Curl Perfecting Primer.

Connie Koecke, Retail Business Director of Aveda Arts and Sciences Institutes, says since launching Be Curly Advanced in June, the products are making up an average of 8 percent of retail business in the 18 Arts and Sciences Institutes.

“In our Nashville location, it’s 12 percent,” she says.

Source: @aveda

Formula Forward

General Manager Brock Dilday oversees three Styles on Broadway locations in Tennessee, and says their sales were up an average of 19 percent in retail sales the month Be Curly launched over the previous month.

“Be Curly made up eight percent of our retail sales during that time,” he says.

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At the two Pavo salon locations in Memphis, Tennessee, Texture Educator and stylist Bre Barnes says she and her team are excited to be able to give their curly clients the tools they need to go home and replicate the style they received in the salon.

“It’s an easy line to work with,” she says. “You can use most of the products in the shower. Post-shower you’re only putting one or two products in your hair—Perfecting Primer, then the Curl Enhancer Cream or Coil Definer Gel.”

Free from sulfates and drying alcohol, Be Curly Advanced products feature moisturizing Kokum seed butter which deeply nourishes and conditions, and Baobab seed oil, which amplifies light reflection across curl pattern for enhanced shine.

“The key factors in the new formula are reduced frizz, more hydrating, and a strengthening component, which is important for all clients,” says Koecke.

Source: @pavo_salon

The Be Curly Buzz

Stylists and clients alike are thrilled with the benefits of Be Curly Advanced, Koecke says. “The hair is more manageable after using them and curl patterns are more defined.”

At the Institutes, the Be Curly Advanced Curl Enhancing Cream is the number-one SKU currently. “Guests love the new formula even more—it’s lightweight and can be applied on damp or dry hair,” she says. “And it adds a little bit of shine.”

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Barnes says her new favorite is the Coil Definer Gel.

“There’s never been a gel for coily hair in the Aveda line,” she says. “It’s opening up new opportunities for me to retail, and inclusive for all types of clients. They no longer have to layer a bunch of products together—Coil Definer gives the definition without being hard, crusty or flaky.”

Barnes also offers this pro tip to her guests:

“The new Be Curly Advanced Conditioner also acts as a leave-in conditioner,” she says. “You can rinse out just a little and leave the rest in—it helps with hydration and makes it easier to style your hair.”

When it comes to frizz fighting, Koecke says the Curl Perfecting Primer detangles curls and coils, reduces breakage and instantly reduces frizz.

“And our students love it—it’s easy for them to talk about because it’s vegan and silicone free. The key claims are really speaking to this generation,” she says.

Source: @aveda

William Richard, Nashville Aveda Arts Cosmetology Educator, adds, “I tell the students that even if the guest is being straightened, curly hair, at its core, is still curly hair with all the needs of curly hair. So even if we’re planning on straightening the hair, I still recommend using Be Curly Advanced to add the strength and moisture that the curls need.”

Source: @avedainstitute_nashville

Koecke says, “Guests don’t know how to style curls and coils. A little bit of education and great products gives them that knowledge. And our students being able to talk at a high level around these products had made all the difference in the success of the launch.”