Aveda Makeup Products

Transcription

1 AVEDA MAKEUP 2010 Aveda Makeup Products learning guide Copyright AVEDA Corporation. All Rights Reserved. 0 Printed on post-consumer paper. Recyclable in mixed paper recycling facilities.

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3 mission statement Our mission at Aveda is to care for the world we live in, from the products we make to the ways in which we give back to society. At Aveda, we strive to set an example for environmental leadership and responsibility, not just in the world of beauty, but around the world. aveda corp all rights reserved aveda education aveda makeup products learning guide i

4 aveda makeup products table of contents

5 table of contents Chapter Title Page Numbers 1. Aveda Point of Difference Uruku Stories and Products Inner Light Complexion Products Petal Essence Eyes and Cheeks Products Nourish-mint Lip Products Makeup Tools and Accessories Aveda Makeup Display aveda corp all rights reserved aveda education aveda makeup products learning guide iii

6 introduction

7 introduction Objective By the end of the lesson, the participant will be able to: Discuss participants expectations for this makeup class. Connect Aveda s mission to product packaging, ingredients sourcing. Expectations What Expectations do you have from this class based on the objectives? Activity Connect the Aveda mission: Product: How does this product represent the Aveda mission? aveda corp all rights reserved aveda education aveda makeup products learning guide v

8 1. aveda point of difference

9 aveda point of difference Objective By the end of the lesson, the participant will be able to: Explain the Aveda makeup Point Of Difference for complexion, eye, cheek and lip products What is the Aveda Point Of Difference? Aveda Approved Ingredients Not Aveda Approved Ingredients aveda corp all rights reserved aveda education aveda makeup products learning guide

10 aveda point of difference Aveda Point Of Difference Aveda strives to eliminate petrochemicals whenever possible in all Aveda products. Efforts have been made to eliminate petroleum-derived oils and waxes from all base formulas. To ensure the authenticity, integrity and quality of ingredients, Aveda continually searches the world for plants that are organically grown in a sustainable manner. Aveda products are different. Aveda has taken beautiful hues, added skin-loving ingredients, and subtracted the petroleum-based ingredients found in leading cosmetics to create the Aveda Makeup collection. Aveda has included naturally derived colorants that are true to life. Finally, antioxidants in the form of vitamins have been added to fight environmental aggressors keeping skin looking beautiful longer. Aveda standards are high and we have committed ourselves to them. Aveda s goal is to help decrease petrochemical pollutants by using ingredients that are good for you and have a minimal impact on the Earth s environment. The following list of standards outlines the Aveda commitment: Aveda Approved Ingredients Plant-derived antioxidant vitamins like E and C help fight environmental aggressors. Natural colorants express true-to-life, lasting hues that are better for the planet. Olive and plant oils aren t just for salads anymore; jojoba, olive, and meadow- foam seed oils supply moisture. Natural waxes from plants like carnauba and rose help to protect against water loss. Color smoothes on with beeswax and plant waxes such as rose, carnauba and candelilla. Talc, paraben and mineral oil-free. 1.2 aveda corp all rights reserved aveda education aveda makeup products learning guide

11 aveda point of difference Not Aveda Approved Ingredients Petroleum-derived mineral oils and waxes, from the same source as gasoline, have negative environmental impact, and they may irritate and sensitize the skin. Synthetic antioxidants that help protect against pollutants may create even more in their production and have been linked with skin irritation. Colors never seen in nature come from synthetic sources and will endure in landfills far longer than in fashion. Carmine, a common ingredient which is derived from the crushed carcasses of the female Coccus Cacti insect. Shark and other animal based emollients to perfect the complexion. Ingredients like tallow and cholesterol derived from unlucky cows. Propylene and ethylene glycol, used to make foundations spread evenly may leave the skin vulnerable to eczematous reactions. Odd tasting synthetic perfumes used in lipsticks are not appetizing or easily digested. aveda corp all rights reserved aveda education aveda makeup products learning guide

12 2. uruku stories and products

13 uruku stories and products Objective By the end of the lesson, the participant will be able to: Discuss Uruku stories and products Connect Aveda s mission to Uruku product packaging, ingredients sourcing Uruku Products Uruku Bronzer Uruku Bronzing Brush Uruku Lip Pigments Sheer Coverage Full Coverage Uruku Color Gloss aveda corp all rights reserved aveda education aveda makeup products learning guide

14 uruku stories and products The Uruku Story Deep within the Brazilian Amazon, the urukum tree yields a red seed-pigment one that has been used for centuries by the Yawanawa Tribe to decorate bodies and faces. During ceremonies, uruku is the color of the spirit the pigment painted with care by one person onto the face of another, in patterns that are unique to that person s spirit. In daily life, the pigment is worn decoratively over face and body, to protect and adorn. From the same tree, and other plants central to the life of the rainforest, come oils like cupuaçu, buriti and babassu that have long been used as conditioners for face and body. Today, Aveda collaborates with rainforest communities we have helped the Yawanawas organically grow the urukum tree since 1993 fostering community economic independence and helping sustain a healthy ecosystem. And bringing you products for lush, natural color on face, eyes and lips sustainable, and elemental as the rainforest. To easily distinguish Uruku products, they are displayed together on the Uruku display module. Babassu Nut Oil Story In the eastern Amazonian region of Brazil, women gather after morning chores to collect nuts from lush new-growth babassu (bob-ah-sue) trees. They carry their harvests in woven baskets to shade trees, where they sit and break the hard shells with a stick over ax blades adjusted to their legs. The women are from Indigenous and local communities that have occupied the Maranhão region of Brazil for over four centuries. They are among 600,000 peasants who have developed a simple livelihood consisting of garden agriculture (corn, beans and small livestock) and the rudimentary processing of babassu nut oil for cooking and cleansing. They call themselves quebradeiras de coco "coconut breakers". These local collectives in this precious region have been partners with Aveda for six years. Aveda has taken certified organic babassu as a starting point to create a cleansing ingredient known as babassu betaine that is richly foaming. This new cleansing ingredient offers luxurious results, and reflects Aveda's mission: to support sustainable and organic agriculture, protect the ecosystem, and partner with Indigenous and local communities to encourage their economic independence. 2.2 aveda corp all rights reserved aveda education aveda makeup products learning guide

15 uruku stories and products Plant Oils And Extracts Natural oils and extracts don t clog pores and provide essential moisture to the skin. Plant oils like organic jojoba and babassu oils along with rice bran, sunflower, olive and soybean oils are wonderful alternatives to mineral oils, delivering hydrating benefits, lightweight consistency and preventing moisture loss. Annatto oil adds moisture and smoothness to all Uruku formulas. Buriti oil is a conditioning ingredient found in Aveda s patented cupuaçu Lip Conditioning Complex in Uruku formulas. Plant Derived Antioxidants Environmental pollutants, poor nutrition and the body s natural metabolism can rob normal oxygen atoms of crucial electrons, creating crippling atoms known as free radicals. Invaluable to cosmetic products, antioxidants neutralize these free radicals. Traditional antioxidants like vitamins A, E and C along with ingredients like astaxanthin (25 times more powerful than vitamin E) alfalfa and algae are included in many Aveda products. Aveda has created a patented Berry/Lipid Moisture Complex that combines plant and food technology for ongoing protection while replenishing lips. Powerful antioxidants of bilberry, blueberry and cranberry are in this complex. Resveratrol from the Japanese Knot weed is the key antioxidant featured in all complexion products. All of these antioxidants help fight environmental aggressors and protect skin against free radical damage. aveda corp all rights reserved aveda education aveda makeup products learning guide

16 uruku stories and products Plant Waxes and Fruit Butters These waxes provide different melting points and help retain the shape and firmness of makeup products. Plant Waxes Waxes from rose, candelilla, carnauba, orange peel, and beeswax also help protect skin and lips from moisture loss. In various Inner Light, Eye, Cheek and Uruku products. Fruit Butters Cupuaçu, a lanolin alternative, derived from a tree in the rainforest belonging to the chocolate family has a high capacity for water absorption making it an optimal moisturizer in Aveda s patented cupuaçu Lip Conditioning Complex. Muru muru, avocado and mango butters are also incorporated to create smooth textures and help condition skin and lips. Pure Plant Aromas/Flavors One of Aveda s main Points of Difference is the use of pure plant aromas in almost all Aveda products. Formulated with organic pure plant-derived aroma from ingredients like certified organic lemon, lavender, bergamot and rose in Inner Light complexion products. (Except Concealer). Certified organic peppermint flavor in lip colors and Lip Liners. Certified organic peppermint and ginger in Lip Glaze products. Certified organic peppermint, cinnamon, anise, basil in products. Extracted from the rose flower, rose wax is a soft fragrant wax that provides additional moisturizing benefits to Mascara Plus Rose. You may also taste some of the pure plant flavors in our Uruku Lip Pigments and Cheek-Lip Cremes. Natural fresh flavors of certified organic cinnamon, anise, basil, and peppermint, invigorate your senses and fill your lips with flavor. 2.4 aveda corp all rights reserved aveda education aveda makeup products learning guide

17 uruku stories and products Gemstone Technology Gemstones of tourmaline infuse Inner Light face products with their light reflective, radiance-boosting properties. Tourmaline Tourmaline enhances the moisturizing properties offered by Muru muru butter and the protection of resveratrol. Mineral Ingredients Pure mineral ingredients provide color and coverage for a flawless appearance, and have light diffusing properties that help reduce the appearance of lines and wrinkles and protect the skin. Iron Oxides Examples of exclusive use of these colorful pure mineral ingredients are featured in all Inner Light and Lip Tint products. Combined with Uruku plant pigment in all Uruku products. Mica Some minerals have proven to be replacements to other less desirable ingredients. Example, mica (sericite) is a fabulous talc alternative. It creates ultra smooth formulas that feel light, luxuriously silky and comfortable. Mica also has light diffusing properties that help reduce the appearance of lines and wrinkles. Titanium dioxide Titanium Dioxide is a mineral derived sunscreen which acts as a physical barrier from UVA and UVB rays, creating range of protection from SPF12 to SPF 15. UVA covers wavelengths nm. UV-A rays are more penetrating rays that cause wrinkles, and potentially deeper cancers. UVB covers nm. UV-B rays are more skin surface effecting-they cause sunburn some surface cancers. aveda corp all rights reserved aveda education aveda makeup products learning guide

18 uruku stories and products Yawanawa Story Annatto Pure Plant Pigment Urukum tree yields a red seed pigment extract of Bixa orellana known as Annatto or Uruku. The pigment has been used for centuries by Amazonian tribes to decorate bodies and faces for tribal ceremonies. Aveda partners with the Amazonian tribe to organically grow the tree and harvest the pigment. Annatto Oi Annatto oil, also from the Urukum tree, provides maximum conditioning. Annatto oil has been used on the skin and hair for centuries. The lightweight oil completely absorbs delivering a smooth finish. Patented Cupuaçu (coo-poo-ah-soo) Lip Conditioning Complex Provides continuous moisturizing to help repair, condition and protect lips. The proprietary blend of ingredients source from the Brazilian Rainforest includes: Cupuaçu Butter, Annatto Oil, Buriti Oil, Muru muru Butter. Cupuaçu Butter A small to medium tree in the Rainforest belonging to the chocolate family. Cupuaçu Butter has a high capacity for water absorption. Rich in plant lipids which deliver long-term moisturizing and create a moisture barrier. Buriti Oil A tree originated in swamped areas in the central and Amazon River regions. Buriti means the tree of life in the Brazilian language because everything that is necessary for survival can be made from the Buriti tree. A reddish-orange oil is extracted from the fruit pulp, it is rich in carotenoids and pro-vitamin A and decreases dryness. 2.6 aveda corp all rights reserved aveda education aveda makeup products learning guide

19 uruku stories and products Muru Muru Butter A common tree in the Rainforest. Rich in emollients, it creates a protective barrier and prevents moisture loss. Organic Babassu and Jojoba Oil These organic oils provide a source of long-term moisturizing for a soft, smooth finish and perfecting smooth, even color. In the eastern Amazonian region of Brazil, women gather after morning chores to collect nuts from lush new-growth babassu trees. Babassu oil provides long term moisturizing. Jojoba oil acts as a humectants to keep moisture in the skin and lips. Organic Flavor Refreshing blend of Peppermint, Cinnamon, Basil and Anise featured in Lip Pigment and Cheek-Lip Creme. aveda corp all rights reserved aveda education aveda makeup products learning guide

20 uruku stories and products Uruku Bronzer One-Sentence Positioning Statement Uruku Bronzer combines the power of botanicals and minerals for a smooth and natural, sun-kissed glow. application/usage Using the Uruku Bronzing Brush, place brush head in pan and swirl. Tap off excess product. Sweep over nose, forehead, cheeks, chin, neck and décolleté, blending well. Build to desired intensity. product benefits 100% plant and mineral color, no synthetic dyes. Color builds and blends effortlessly. Offered in three duo shades with a low pearl to address light, medium and deep skin tones. Long-wearing color for all skin types. Talc, paraben and mineral oil-free. Package adorned in symbols by the Yawanawa Nation: The diamond symbol is derived from the anaconda snake, believed to be a teacher of wisdom and healing. Their arrow design is a symbol of courage and strength. Their fish symbol represents the sustenance of life. Packaged in 100% post-consumer recycled (PCR) PET clear clamshell and 50% PCR/FSC-certified fiber sleeve glazed in annatto pigment. ingredient benefits Annatto (Bixa orellana) a natural pigment from the red seeds of the urukum tree organically grown by the Yawanawas in the Brazilian Rainforest. Aveda s collaboration helps by fostering community, economic independence and supports cultural survival. Pigment is used in all Uruku shades and as a glaze on our packaging. Oryza sativa (rice) starch from rice, provides a smooth, silky texture. Glycine soja (soybean) oil serves as an emollient and skin-conditioning agent. Tocopherol natural vitamin E derived from soy, provides anti-oxidant properties. Ascorbyl palmitate this vitamin C ester is a natural anti-oxidant. In addition, it has a synergistic effect and increases the efficacy of tocopherol. partners with Uruku Bronzing Brush Flax Sticks Makeup Brush #10 Powder Envirometal Compact Essentials 2.8 aveda corp all rights reserved aveda education aveda makeup products learning guide

21 uruku stories and products Uruku Bronzing Brush and Pouch One-Sentence Positioning Statement The Uruku Brozing Brush offers a flawless, full-coverage finish. Luxuriously soft, non-animal bristles deliver even, all-over color. Kabuki-style handle, is portable and easy to control. Application/Usage. Using the Uruku Bronzing Brush, place brush head in Uruku Bronzer and swirl. Tap off excess product. Sweep over nose, forehead, cheeks, chin, neck and décolleté, blending well. Build to desired intensity for a all-over sun kissed look. Product Benefits Taklon, non-animal bristles. Handle made of 25% post-consumer recycled (PCR) aluminum. Housed in protective organic cotton pouch. Partners With Uruku Bronzing Brush Envirometal Compact Essentials Care and Brush Maintenance Wash brushes frequently and gently in warm water with a mild soap if necessary to remove build-up. The shape of non-animal bristles is formed by heat, so it can also be changed by excessive heat. Do not leave your brushes soaking in water. Rinse well and shake any excess water off.reshape the brush and allow the brush to dry flat. Do not dry upright, the water may run or sit in the ferrule interfering with the longevity of the glue which holds the bristles in place. Store in protective pouch or place in appropriate holder when completely dry. aveda corp all rights reserved aveda education aveda makeup products learning guide

22 uruku stories and products Uruku Lip Pigments: Sheer Coverage and Full Coverage One-Sentence Positioning Statement Refreshing lip color that smooths, hydrates and plumps in natural, earthy hues formulated with 100% color from the earth. From non-petroleum based mineral and plant-derived pigments. Available in two finishes: 1. Full for rich creamy color. 2. Sheer for a translucent lip ritual. Application/Usage Follow the natural contour of lips. Apply with Envirometal Retractable Lip Brush for precise application. Product Benefits 100% plant- and mineral-derived color. Clinically proven to: Smooth the appearance of fine lines by 30% after 8 weeks. Improve lip moisture for lips that are kissably soft. Plump the appearance of lips naturally over time. Free from carmine pigment made from crushed beetles, used by many competitive brands. It takes 70,000 beetles for 1 pound of this pigment. Ingredient Benefits Annatto (Bixa orellana) a natural pigment derived from the red seeds of the urukum tree organically grown by the Yawanawas in the Brazilian rainforest. Aveda s collaboration helps by fostering community, economic independence and supports cultural survival. Pigment is used in all Uruku shades and as a glaze on our packaging. Maracuja oil (Passiflora edulis seed oil) sourced from the Brazilian passionflower. Has a high level of linoleic acid and bioflavonoids, which helps replenish the skin s natural lipid content and enhances its protection and balance. Pequi (Caryocar brasiliense fruit oil) sourced from the seeds of the caryocar of the Brazilian Amazon region. Rich in beta-carotene (pro vitamin A). Fatty acid content aids in replenishing essential lipids in the skin. Organic peppermint, cinnamon and vanilla aroma/flavor sweetens and refreshes. Partners With Refillable Lip Color Case 2.10 aveda corp all rights reserved aveda education aveda makeup products learning guide

23 uruku stories and products Uruku Color Gloss One-Sentence Positioning Statement Glossy, creamy lip color with 100% color from the earth* featuring annatto pigment from the urukum tree. GIVES: Glossy, creamy lip color. HOW: Apply over natural contour of the lips. Application/Usage Apply along the natural contour of lips. For Makeup Ritual, use a disposable wooden spatula to scrape off small amount of product, then use disposable lip wand applicator to apply from spatula to lips. Product Benefits 100% plant- and mineral-derived color Gives lips the shine of a gloss and the color saturation of a lip stick Packaged in 80% PCR/FSC-certified fiber unit carton Ingredient Benefits Annatto (Bixa orellana) a natural pigment derived from the red seeds of the urukum tree organically grown by the Yawanawa in the Brazilian rainforest. Aveda s collaboration helps by fostering community, economic independence and supports cultural survival. Annatto pigment is used in all uruku shades and as a glaze on our packaging Organic babassu, a Brazilian botanical oil, assists with conditioning and sealing in moisture Organic acai lipids, derived from the seed of acai berries, assists with moisture retention Buriti oil helps provide anti-oxidant protection and emolliency Cupuacu butter provides moisture retention Organic peppermint, cinnamon and vanilla aroma/flavor sweetens and refreshes Partners With Nourish-Mint Lip Definer Envirometal Retractable Lip Brush aveda corp all rights reserved aveda education aveda makeup products learning guide

24 3. inner light complexion products

25 inner light complexion products Objective By the end of the lesson, the participant will be able to: Explain the Aveda Inner Light complexion products Complexion Products Inner Light Concealer Inner Light Mineral Tinted Moisture Inner Light Mineral Dual Foundation Inner Light Mineral Loose Powder Inner Light Mineral Pressed Powder aveda corp all rights reserved aveda education aveda makeup products learning guide

26 inner light complexion products Inner Light Complexion Products Complexion Words to Know Coverage the amount of payoff or color a product delivers. Sheer, medium, or full. Sheer minimal coverage that allows natural skin to show through. Medium coverage that camouflages most imperfections while maintaining the appearance of natural skin. Full maximum coverage that minimizes imperfections, covering natural skin; opaque. Translucent coverage that is invisible on the surface of skin. Finish the appearance of a product on the skin, often in reference to the how much or how little shine is present. Dewy, satin/semi-matte, or matte. Dewy finish with a visible luminosity on the surface of the skin. Skin looks luminous, not oily. Satin/Semi-Matte finish that eliminates shine on some areas of the complexion. Matte finish with little to no visible shine on the skin. Face a glowing future with Inner Light Experience makeup with the energizing, light-reflecting benefits of minerals like tourmaline and pure pigments for stay-true, all-day color; moisturizing plant emollients like muru muru butter; and the protective properties of resveratrol-a potent anti-oxidant derived from Japanese knot weed-and mineral-derived sunscreens. With a shade range extensive enough for all skin tones in your choice of finish and coverage. 3.2 aveda corp all rights reserved aveda education aveda makeup products learning guide

27 inner light complexion products Inner Light Overview Inner Light your formula for flawless radiance. A synergy of skin-loving minerals. Tourmaline one of nature's most energizing minerals-boosts skin's vibrancy and glow. Finely powdered tourmaline works synergistically within the formula to infuse skin with visible life-for a complexion with an instantly noticeable radiance. It's also the cornerstone of Aveda's tourmaline charged skin care line-a perfect complement to Inner Light products. Note: All Inner Light products. Iron oxides pure mineral pigments provide flawless, coverage and optimize natural skin tone as they diffuse light, optically minimizing fine lines and imperfections. mica-a talc alternative, creates a weightless, silky texture that let skin show through. Note: All Inner Light products. Nourishing emollients from the rainforest Muru muru butter a derivative of an Amazonian palm tree that's rich in highly emollient oleic acid is a potent moisturizer that keeps skin soft, hydrated and pliable. It also creates a barrier that helps prevent moisture loss from skin. Note: Except Inner Light Tinted Moisture and Shimmer Accents. A shield against the elements Resveratrol an anti-oxidant derived from Japanese knot weed that's more potent than vitamin E protects against free radicals and deflects from penetrating between skin cells and causing damage. Note: All Inner Light products. Titanium dioxide a mineral SPF, protects against UVA and UVB rays which can lead to sunburn, signs of premature aging, and skin cancer. Note: Except Inner Light Concealer, Loose Powder, Pressed Powder and Shimmer Accents. Certified organic aroma- lemon, lavender, bergamot and rose create a delicate aroma. Note: Except Inner Light Concealer. aveda corp all rights reserved aveda education aveda makeup products learning guide

28 inner light complexion products Inner Light Concealer One-Sentence Positioning Statement Full coverage, creamy formula minimizes and camouflages darkness, fine lines, pores and imperfections with a semi-matte finish. Application/Usage Spot treat to camouflage; do not apply to entire face. Wear on eyelid or lips as a base to extend color. Lightly dot on discolored or blemished areas and carefully blend with patting motion into complexion. For precision application or fill fine lines around eye are, using a brush. Product Benefits Reduces the appearance of under eye puffiness while providing effortless, comfortable color that lasts all day. This color stays true for an even, flawless finish. In wand-style packaging with soft tip applicator for convenient application and portability. Long wearing, stay true color. Minimizes appearance of pores. Aroma free. Ophthalmologist tested. 100% plant and mineral color-no synthetic dyes. Non-acne genic. Packaged in a 100% PCR newsprint shell with 100% PCR paper sleeve, 30% flax-infused infused cap. Partners With Inner Light Mineral Tinted Moisture Inner Light Mineral Dual Foundation Inner Light Mineral Pressed Powder or Loose Powder Aveda skin care 3.4 aveda corp all rights reserved aveda education aveda makeup products learning guide

29 inner light complexion products Inner Light Mineral Tinted Moisture One-Sentence Positioning Statement Sheer, oil-free, lightweight Tinted Moisture with mineral derived that balances skin tone leaving a natural dewy finish. Application/Usage Wear alone or with Concealer. Place a small amount in palm of hand. With fingertips or sponge lightly dot on brow, nose, cheeks and chin. Blend gently over entire face in a slow downward motion. Blend over hairline and onto neck. For a matte finish dust with Loose Powder. Product Benefits Lightweight texture lets skin breathe. Increases radiance by 20%. Skin feels an immediate improvement of 36% in skin softness. Creates a natural finish. The skin replenishing formula shows a 25% improvement in moisturizing immediately following application. With moisturizing properties continuing even after wearing for 8 hours. Weightless, creamy and smooth formula balances, protects and illuminates skin. Flip-top tube for convenient and portable application. For men and women. Oil-free and non-acne genic. 100% plant and mineral color-no synthetic dyes. This long wearing formula lasts 8 hours with color that stays true. Packaged in HDPE tube with flip-top cap, packaged in a 100% post-consumer recycled unit carton. Partners With Inner Light Concealer Inner Light Mineral Loose Powder or Pressed Powder Aveda skin care aveda corp all rights reserved aveda education aveda makeup products learning guide

30 inner light complexion products Inner Light Mineral Dual Foundation One-Sentence Positioning Statement Medium to full coverage talc-free powder foundation that provides a smooth even matte complexion. Application/Usage May be used wet or dry. Provides smooth look of powder with even coverage of a cream. Use dry over bare skin for an opaque matte finish. Apply with moist sponge for subtle, light finish and semi-matte complexion. Layer over foundation for an elegant ultra-matte finish. Apply after skin has been prepared with the appropriate skin care products. Perfect for combination to oily skin conditions. Product Benefits Balances and refines complexion with light-diffusing radiance. Smooth formula improves appearance of uneven skin tone. Increases radiance by 23%. Used dry, light-diffusing ingredients minimize the appearance of fine lines and pores. Helps control oil breakthrough/helps reduce shine to provide a polished look. Applied with a dry sponge it offers optimal coverage, leaving skin with a full natural matte finish. Used with a moist sponge, it becomes a foundation providing a fresh, natural look. Long lasting smooth silky formula doesn t streak, cake or clog pores. Non-caking color stays true. 100% plant and mineral color-no synthetic dyes. Non-acne genic. Packaged in a 100% post-consumer recycled PET clamshell, with a 100% post-consumer recycled paper sleeve. Partners With Inner Light Concealer Inner Light Mineral Tinted Moisture Envirometal Compacts Aveda skin care 3.6 aveda corp all rights reserved aveda education aveda makeup products learning guide

31 inner light complexion products Inner Light Mineral Pressed Powder One-Sentence Positioning Statement Ultra-fine, lightweight, talc-free sheer pressed powder imparts a natural looking, polished finish while helping to minimize shine with a semi-matte finish. Application/Usage Wear alone or over Tinted Moisture. Press powdered puff gently on skin, blotting shiny areas. For lighter application use a brush. Product Benefits Increases radiance by 20%. Absorbs excess shine and oil throughout the day. Helps reduce appearance of fine lines and pores. Weightless, silky smooth formula balances skin tone leaving an even and illuminated complexion with lasting wear. Helps reduce surface oil breakthrough/helps reduce shine to provide a polished look. Pressed Powder is non-caking. Mineral pigments balance, perfect and illuminate skin. Pressed Powder is non-acne genic. Mineral-oil free and talc free. 100% plant and mineral color-no synthetic dyes. Packaged in a 100% post-consumer recycled PET clamshell, 100% post-consumer recycled paper sleeve. Partners With Inner Light Concealer Inner Light Mineral Tinted Moisture Aveda skin care Envirometal Compacts aveda corp all rights reserved aveda education aveda makeup products learning guide

32 inner light complexion products Inner Light Mineral Loose Powder One-Sentence Positioning Statement Feather-light translucent, talc-free powder provides a luminous semi-matte finish and sets makeup beautifully. Application/Usage Wear alone or hydrated skin or over Tinted Moisture. Press powdered puff gently on skin, blotting shiny areas. Dust off excess powder with brush. Product Benefits Increases radiance by 22%. Ultra-fine, talc-free blend creates a fine veil that gives uniformity and lasting finish. Weightless and smooth formula balances skin tone leaving an even and radiant complexion. Helps reduce surface oil breakthrough/helps reduce shine to provide a polished look. Sets makeup for a radiant complexion. Helps reduce appearance of fine lines and pores. Non-caking. Non-acne genic. Mineral-oil free. 100% plant and mineral color-no synthetic dyes. Packaged in a 100% post-consumer recycled unit carton and PET jar with polypropylene lid. Partners With Inner Light Concealer Inner Light Mineral Tinted Moisture Aveda skin care 3.8 aveda corp all rights reserved aveda education aveda makeup products learning guide

33 inner light complexion products Aveda Point Of Difference Recycling and Conservation REDUCE REUSE RECYCLE Inner Light Concealer Flax infused cap contains 30% natural fibers, resulting in 30% less plastic. Packaged in a 100% PCR newsprint shell. 100% PCR paper sleeve. Inner Light Mineral Tinted Moisture 100% PCR unit carton. HDPE tube with flip-top cap. Inner Light Mineral Dual Foundation Fits into the Total Face Envirometal Compact. Packaged in a 100% post-consumer recycled PET clamshell. 100% post-consumer recycled paper sleeve. Inner Light Mineral Loose Powder 100% recycled unit carton. PET jar with polypropylene lid. Inner Light Mineral Pressed Powder Packaged in a 100% post-consumer recycled PET clamshell. 100% post-consumer recycled paper sleeve. Envirometal Compact Total Face Refillable, portable compact. Made from 30% post-consumer recycled and 20% post-industrial regrind aluminum with a lead-free mirror and magnets. Holds 1 Cheek Color, 2 Eye Colors and Press Powder/Dual Foundation with applicator. Refillable, portable compact. Made from 100 % recycled aluminum with lead-free mirror and magnet. aveda corp all rights reserved aveda education aveda makeup products learning guide

34 4. petal essence eye and cheek products

35 petal essence eye and cheek products Objective By the end of the lesson, the participant will be able to: Explain the Aveda Petal Essences eyes and cheeks products Petal Essence Products Eyes Petal Essence Single Eye Color Petal Essence Eye Color Trio Petal Essence Eye Definer Mosscara Conditioning Formula with Iceland Moss Cheeks Petal Essence Face Accents aveda corp all rights reserved aveda education aveda makeup products learning guide

36 petal essence eye and cheek products Eye Words To Know Finish the appearance of a product on the skin, often in reference to how much or how little shine is present. Matte finish or texture with little to no visible moisture or shine on the skin flat. Shimmer a reflective, shiny finish often described as pearl or frost. Texture the feel of a product as it is applied to the skin. (Creme or powder). Creamy finish or texture that is moist, hydrated. Highlight Color eye shadow color that is lightest and closest to skin tone. Contour Color eye shadow color that creates depth and definition. Define Color eye shadow color that creates deepest, darkest tone. 4.2 aveda corp all rights reserved aveda education aveda makeup products learning guide

37 petal essence eye and cheek products Petal Essence Overview Face and Cheeks Aveda taps into the unique function of flower waxes. Flower waxes extracted from the petals of jasmine and the leaves of geranium create smooth, petal soft, creamy textures. Combined with oil of orchid color applies evenly, feels silky and lightweight. With less dusting and creasing, Petal Essence sets beautifully and lasts. The flowering ingredients along with organic lavender embellish the makeup experience with aromatic whispers from the garden. Mica replaces talc for cleaner, brighter, more reflective hues and finishes. Ingredients Aromatic Floral Waxes: Derived from the petals of Jasmine and the leaves of Geranium. These floral waxes create petal soft texture and minimize dusting. These ingredients are known to moisturize, fight free radicals scavengers. Feels petal soft and creamy to the touch. Velvet finish with decreased dusting improves adherence to skin for color that lasts. Lightweight texture leaves skin feeling soft and smooth. Formulas are easy to apply and glide onto skin smoothly for easy blending and layering to achieve desired coverage. Creamy powder textures don t streak or cake. Provides soft whispering aroma Organic Lavender Completes the aromatic experience with a hint of lavender fields. Oil of Orchid Moisturizing and anti-aging properties. Rich in mineral Zinc, Calcium, Magnesium, Iron, Copper. Talc free Mica (Sericite) Naturally derived mica replaces talc for a lightweight texture and more comfortable feel on skin. aveda corp all rights reserved aveda education aveda makeup products learning guide

38 petal essence eye and cheek products Petal Essence Eye Definer One-Sentence Positioning Statement Creamy, color-true pencil for eyes and brows. Line, define and accent or shade while still respecting delicate skin around the eye. Application/Usage Smudge a thin line softly along upper lash line for a subtle affect. Intensify application for a more dramatic look or illusion of thicker lashes. Ingredient Benefits FSC logo on pencil indicates wood came from a well-managed forest certified in accordance with the Forestry Stewardship Council. Aromatic flower waxes from the petals of jasmine and the leaves of geranium create petal soft texture. A velvet finish feels silky to the touch. Delivering a subtle aromatic touch. On an organic farm in Cairo, Egypt, the jasmine petals are gathered by the local women under the moonlight when the oil is most abundant. They are harvested and produced using our US patent pending process to extract the aromatic smoothing wax. Oil of orchid offers a smooth, yet petal light texture. Mineral derived mica steps in for talc creating more reflective, lasting hues and lighter texture. Cottonseed, mango and meadow foam seed oils create textures that stay put while not pulling or tugging at the delicate eye area. Candelilla and Carnauba plant waxes provide structure while delivering creamy colors. Product Benefits Ophthalmologist-tested/Dermatologist-tested. Talc and mineral oil free. Creamy formula glides on without pulling or tugging. Smooth texture allows for even color delivery and consistent sharpening. Partners With Petal Essence Eye Color Pure Comfort Eye Makeup Remover Makeup Brushes 4.4 aveda corp all rights reserved aveda education aveda makeup products learning guide

39 petal essence eye and cheek products Petal Essence Single Eye Color One-Sentence Positioning Statement A smooth, talc-free, mineral oil free powder eye color that blooms in crease resistant color with non fading, crease-resistant, stay true color and lasting wear. Application/Usage Dust on slowly and evenly with Flax Sticks Professional Makeup Brushes until desired level of color is achieved. Custom designed brushes allow for single stroke application. Use Jasmine to lighten or Black Tulip to add depth to any other Aveda eye color. Eye Colors double as brow fillers in Sandalwood, Earthen and Ash. Ingredient Benefits Aromatic flower waxes from the petals of jasmine and the leaves of geranium create petal soft texture. A velvet finish feels silky to the touch. Delivering a subtle aromatic touch. On an organic farm in Cairo, Egypt, the jasmine petals are gathered by the local women under the moonlight when the oil is most abundant. They are harvested and produced using our US patent pending process to extract the aromatic smoothing wax. Oil of orchid offers a smooth, yet petal light texture. Mineral derived mica steps in for talc, creating more reflective, lasting hues and lighter texture. Product Benefits Infused with soft subtle aroma. Builds and blends effortlessly. Varieties of shades range from pearl, to shimmer to matte that do not fade. Talc and mineral oil free. Ophthalmologist-tested. Partners With Petal Essence Eye Definer Pure Comfort Eye Makeup Remover Envirometal Compacts Makeup Brushes aveda corp all rights reserved aveda education aveda makeup products learning guide

40 petal essence eye and cheek products Petal Essence Eye Color Trio One Sentence Positioning Statement Long-lasting, petal-smooth powder eye shadows that bloom in crease-resistant, stay-true colors. Application/Usage Wear shades together or alone. Build and blend effortlessly. Use with Color Options Eye Shadow Transformer to intensify shadow or create liquid liner for a more dramatic look. Apply with Flax Sticks Makeup Brushes. For makeup touch-up use disposable applicator. Eye Color Trio format: Highlight: lightest shade often used as a wash over the entire lid or as a highlight underneath the brow bone. Contour: middle shadow shade used to create depth and contour at eye crease. Define: deepest shadow shade used to define at lash line or to accent and create added intensity at crease. Product Benefits Crease-resistant color builds and blends effortlessly Stay-true color lasts for hours Formulated without parabens, talc or mineral oil Ophthalmologist-tested Packaged in 100% post-consumer recycled (PCR) PET clear clamshell, 100% PCR paper sleeve with window to reveal the shade for color impact Ingredient Benefits Aromatic flower waxes from the petals of jasmine and the leaves of geranium create petal-soft texture and velvet finish that feels silky to the touch Oil of orchid offers a smooth, petal light texture Mineral-derived mica steps in for talc, creating reflective, lasting hues and light texture Partners With Color Options Eye Shadow Transformer Petal Essence Eye Definer Envirometal Compacts Flax Sticks Makeup Brushes Pure Comfort Eye Makeup Remover 4.6 aveda corp all rights reserved aveda education aveda makeup products learning guide

41 petal essence eye and cheek products Color Options Eye Shadow Transformer One Sentence Positioning Statement A multipurpose liquid that transforms Aveda powder eye colors into a liquid liner or intense cream shadow while extending wear. Application/Usage How to Dispense: Squeeze bottle to dispense 1-2 drops of Eye Shadow Transformer into a mixing tray or other flat surface area. Primer: Dampen brush with Eye Shadow Transformer and apply all over bare eyelid as primer to extend wear of Aveda eye shadows. Intense Cream Shadow: Dip Color Options Eye Shadow Transformer Brush or #2 Medium Eye Color Brush into 1-2 drops of Eye Shadow Transformer. Next, place brush head in eye color pan and agitate to pick up eye shadow. Apply to eye lid and repeat to desired intensity. Liquid Liner: Dip Color Options Eye Shadow Transformer Brush into 1 drop of Eye Shadow Transformer. Swipe brush back and forth across eye color pan until adequate amount of color is deposited onto brush. Wear as a liner applied along the upper and lower lash lines. Apply with disposable sponge-tip applicator. Product Benefits Intensifies and extends wear of Aveda eye colors. Long-wearing won t fade, flake, smudge or run, crease-proof. Lightweight texture applies smoothly and sets evenly. Formulated without parabens, oil-free. Ophthalmologist-tested, safe for contact lens wearers. Packaged in a 50% post-consumer (PCR) squeeze bottle and 80% PCR content unit carton. Ingredient Benefits Xanthan gum is a film-former that helps to extend wear of eye shadow. Organic palm glycerin assists in retexturing Aveda powder eye shadows to a cream or liquid for precise application and intensity. Sap of the Larex eurpoa tree helps provide even and consistent eye color distribution. Partners With Petal Essence Single Eye Color Petal Essence Eye Color Trio Flax Sticks Makeup Brushes Pure Comfort Eye Makeup Remover aveda corp all rights reserved aveda education aveda makeup products learning guide

42 petal essence eye and cheek products Mosscara Conditioning Mascara Formula One Sentence Positioning Statement Fast-drying formula for conditioned, resilient, healthy lashes that are long, plush and velvety soft. Application/Usage Apply at the lash line of upper and lower lashes, gently stroking from roots to tips of lashes. Apply several coats to maximize effect. Product Benefits Mosscara brush and plant emollients work in harmony to blanket lashes smoothly, evenly and effortlessly for a buildable, yet natural effect. Fast-drying formula enhances lashes, and lasts. Ophthalmologist-tested and fragrance-free. Ingredient Benefits Iceland moss locks in panthenol pro-vitamin B5 and other plant ingredients to condition and thicken lashes. Carnauba wax leaves lashes soft to the touch for lush, lavish, opulent lashes rich with color. Naturally derived mineral pigments keep lashes enveloped in natural beauty. Partners With Petal Essence Eye Color Petal Essence Eye Definer Makeup Brushes 4.8 aveda corp all rights reserved aveda education aveda makeup products learning guide

43 petal essence eye and cheek products Face and Cheek Products Words to Know Finish the appearance of a product on the skin, often in reference to how much or how little shine is present. Dewy finish with a visible shine on the surface of the skin; which is luminous not oily. Creamy finish or texture that is moist, hydrated. Matte finish with little to no visible moisture on the skin. Texture the feel of a product as it is applied to the skin. (Creme or powder). Contour an outline, one representing or bounding the shape or form of the face. Highlight pick out and emphasize, a bright or reflective area. Apple of the cheek It is situated at the upper and lateral part of the face and forms the prominence of the cheek. Temples the flat part of either side of the head between the forehead and the ear. aveda corp all rights reserved aveda education aveda makeup products learning guide

44 petal essence eye and cheek products Petal Essence Face Accents Overview Face and Cheeks Aveda taps into the unique function of flower waxes. Flower waxes extracted from the petals of jasmine and the leaves of geranium create smooth, petal soft, creamy textures. Combined with oil of orchid color applies evenly, feels silky and lightweight. With less dusting and creasing, Petal Essence sets beautifully and lasts. The flowering ingredients along with organic lavender embellish the makeup experience with aromatic whispers from the garden. Mica replaces talc for cleaner, brighter, more reflective hues and finishes. Ingredients Aromatic Floral Waxes: Derived from the petals of Jasmine and the leaves of Geranium. These floral waxes create petal soft texture and minimize dusting. These ingredients are known to moisturize, fight free radicals scavengers. Feels petal soft and creamy to the touch. Velvet finish with decreased dusting improves adherence to skin for color that lasts. Lightweight texture leaves skin feeling soft and smooth. Formulas are easy to apply and glide onto skin smoothly for easy blending and layering to achieve desired coverage. Creamy powder textures don t streak or cake. Provides soft whispering aroma Organic Lavender Completes the aromatic experience with a hint of lavender fields. Oil of Orchid Moisturizing and anti-aging properties. Rich in mineral Zinc, Calcium, Magnesium, Iron, Copper. Talc free Mica (Sericite) Naturally derived mica replaces talc for a lightweight texture and more comfortable feel on skin aveda corp all rights reserved aveda education aveda makeup products learning guide

45 petal essence eye and cheek products Petal Essence Face Accents One-Sentence Positioning Statement A petal smooth face color trio provides long-wearing accents creating the perfect blush, flush, bronze or highlight. Application/Usage Apply using Flax Sticks #9 Blush Brush or Uruku Bronzing Brush. Place brush head in pan and swirl in a circular motion until product is visible on brush bristles. Sweep over cheeks to shape and contour. Apply to forehead and chin for more radiance. Ingredient Benefits Aromatic flower waxes from the petals of jasmine and the leaves of geranium create petal soft texture. A velvet finish feels silky to the touch. Oil of orchid offers a smooth, yet petal light texture. Organic lavender completes the aromatic experience. Product Benefits Long-wearing color builds and blends effortlessly Paraben, talc and mineral oil-free Varieties of shades range from shimmer to matte Infused with soft, subtle floral aroma Packaged in 100% post-consumer recycled (PCR) PET clear clamshell, 100% PCR paper sleeve Partners With Envirometal Compacts Inner Light Dual Foundation Inner Light Pressed Powder Flax Sticks #9 Blush Brush Uruku Bronzing Brush aveda corp all rights reserved aveda education aveda makeup products learning guide

46 5. nourish-mint lip products

47 nourish-mint lip products Objective By the end of the lesson, the participant will be able to: Explain the Aveda Nourish-Mint lip products Lip Products Nourish-Mint Lip Definer Nourish-Mint Sheer Mineral Lip Color Nourish-Mint Smoothing Lip Color Nourish-Mint Renewing Lip Treatment Nourish-Mint Lip Glaze Lip Shine aveda corp all rights reserved aveda education aveda makeup products learning guide

48 nourish-mint lip products Lip Words to Know Finish the appearance of a product on the skin, often in reference to how much or how little shine is present. Coverage the amount of payoff or color a product delivers. Full Coverage maximum payoff or color that covers most of natural skin. Sheer Coverage minimum payoff or color that allows natural skin to show through. Texture or Finish the feel of a product as it is applied to the lips. (creamy or matte) Creamy finish or texture that is moist, hydrated. Glossy high shine finish; wet look. Shimmer a reflective, shiny finish often described as pearl or frost. Matte finish or texture with little to no shine visible shine on the skin. 5.2 aveda corp all rights reserved aveda education aveda makeup products learning guide

49 nourish-mint lip products Nourish-Mint Overview Nourish-Mint Smoothing Lip Color Nourish-Mint Sheer Lip Color Nourish-Mint Renewing Lip Treatment Aroma Description Organic vanilla, cinnamon, anise and spearmint with a hint of peppermint sweeten and refreshes. *Average results achieved with 8 weeks of continuous use. How does it work? Protein peptide coupled with palmitic acid helps skin boost its natural collagen production. Increased collagen production and hyaluronic acid help replace lost volume and reduces the appearance of wrinkles. Improved moisturizing and reduced cracking and drying of lips creates a smoother surface for color deposit. Essential fatty acids nourish, acting as lipid-captors to provide a protective lipid barrier over the thin epidermis on the lips and enhancing overall lip volume to improve lip firmness and shape of lips. Why the products were developed? Lips are a key feature most likely to show signs of degradation due to age and constant exposure to elements and as they age they become thinner, more wrinkled and prone to dryness. Launch new lip color with lip refining qualities supported by key quantitative claims and address demand for volumizing attributes which are driving lip category growth. Offer aroma/flavor with longevity and commercial appeal. aveda corp all rights reserved aveda education aveda makeup products learning guide

50 nourish-mint lip products How do the products support the Aveda Mission? Packaging Lip Case: made of 88% PCR with 65% PCR aluminum accents. Unit carton: replaces clamshell and is made of 50% PCR/FSC certified fiber carton made with 100% wind energy to reduce material usage by 10,000 pounds annually. New Refillable Case: made of 96% PCR. Envirometal Retractable Lip Brush: made of 30% PCR. Abaca Clutch: made from abaca, a tree-like herb which is of the same family as the banana. Indigenous to the Philippines the crop helps prevent erosion and is a sustainable source of income for farmers and for the local fiber industry. Ingredients Organic aroma/flavor Elements and Natural Waxes. Sustainable Certified Organic Babassu from the nut breaking women s collectives allow us trace source to harvests that don't harm the land or the people most especially in the ecologically sensitive Amazonian region. Carmine free: a bright magenta-red pigment found in many conventional cosmetic lines. It is extracted from the boiled, dried and crushed shells, wings and eggs of the female beetle Coccus cacti. It takes over a million of these insects to make a pound of carmine. Unlike conventional plumper s that often irritate or cause the blood to rush to the surface area of the lip for a temporary plumped effect, Nourish-mint evolves the lip over time by helping skin boost its natural collagen production and by moisturizing and smoothing lips, giving it a firmer and plumper appearance. Application Prep with Lip Treatment and apply Lip Color following the natural contour of lips. Apply with Aveda Flax Sticks Lip Brush or the new Retractable Envirometal Lip Brush for a precision application. Partners With: Nourish-Mint Lip Definer Refillable Lip Color Case 5.4 aveda corp all rights reserved aveda education aveda makeup products learning guide

51 nourish-mint lip products Nourish-mint Lip Definer One-Sentence Positioning Statement Colorless pencil smooths and defines lips with plant waxes to help extend wear and prevent lip color from feathering. GIVES: Lip color extended wear and prevents color from feathering. HOW: Line and fill in lips. Finish with lip color or gloss. Application/Usage Line and fill in lips to create a barrier to prevent lip color feathering and to extend wear of lip color or gloss. Finish with your favorite Aveda lip color or gloss. Product Benefits Colorless formula perfect for all skin tones Shapes and defines lips Provides even, true color distribution Visually plumps lips over time Creates a barrier to reduce lip color traveling Formulated without parabens, carmine, talc or mineral oil FSC logo on pencil indicates wood came from a well-managed forest certified in accordance with the Forest Stewardship Council Packaged in 80% PCR/FSC-certified fiber unit carton Ingredient Benefits Plant waxes and beeswax help reduce feathering and increase wear Palmitoyl oligopeptide is a key ingredient that helps smooth fine lines and visually plumps lips Organic jojoba oil plus coconut and soy-derived plant lipids moisturize lips Signature certified organic aroma/flavor of spearmint and vanilla Partners With Nourish-Mint Renewing Lip Treatment Nourish-Mint Smoothing Lip Color Nourish-Mint Sheer Mineral Lip Color Uruku Lip Pigment New Pencil Sharpener aveda corp all rights reserved aveda education aveda makeup products learning guide

52 nourish-mint lip products Nourish-Mint Smoothing Lip Color One-Sentence Positioning Statement Smoothing Lip Color, a full-coverage satin lip formula is infused with plant and fruit waxes to smooth fine lines by 26%, hydrate and plump; while the aroma/ flavor featuring organic, sparkling spearmint and sweet vanilla refreshes. Application/Usage Prep with Nourish-Mint Renewing Lip Treatment. Apply Lip Color following the natural contour of lips. Apply with Aveda s new Envirometal Retractable Lip Brush or Flax Sticks Lip and Concealer Brush for a precise application. Ingredient Benefits Peptide technology: Boosts lip absorption to restructure lips. Increases collagen synthesis, replacing lost volume and reducing the appearance of wrinkles. Improves moisturizing, reducing cracking and drying of lips to create a smoother surface for color deposit. Pomegranate seed oil helps repair and regenerate lips. Raspberry wax helps increase and lock in moisture. Plant and fruit cocktail of babassu and sweet almond oils help prevent moisture loss while softening lips. Cupuacu and organic babassu create cushion with a luxurious feel and optimizes moisturizing. Bilberry, among the best fruit anti-oxidants, helps neutralize free-radical damage. Jojoba provides cushion, slip, moisturizing, emollients while helping to reduce flakiness and roughness of dry lips. Organic vanilla, anise, cinnamon, spearmint and peppermint oils provide a refreshing aroma/flavor. Partners With Renewing Lip Treatment Nourish-Mint Lip Definer Retractable Lip Brush or Flax Sticks Lip and Concealer Brush Refillable Lip Color Case 5.6 aveda corp all rights reserved aveda education aveda makeup products learning guide

53 nourish-mint lip products Nourish-Mint Sheer Mineral Lip Color One-Sentence Positioning Statement Sheer Mineral Lip Color with 100% lip-loving color from the earth is infused with plant and fruit waxes to smooth fine lines by 26%, hydrate and plump; while the aroma/flavor featuring organic, sparkling spearmint and sweet vanilla refreshes. Application/Usage Prep with Nourish-Mint Lip Renewing Treatment. Apply Lip Color following the natural contour of lips. Apply with Aveda s new Envirometal Retractable Lip Brush or Flax Sticks Lip and Concealer Brush for a precise application. Ingredient Benefits Iron oxides and mica deliver sheer mineral derived color. Peptide technology: Boosts lip absorption to restructure lips. Increases collagen synthesis, replacing lost volume and reducing the appearance of wrinkles. Improves moisturizing, reducing cracking and drying of lips to create a smoother surface for color deposit. Pomegranate seed oil helps repair and regenerate lips. Raspberry wax helps increase and lock in moisture. Plant and fruit cocktail of babassu and sweet almond oils help prevent moisture loss while softening lips. Cupuacu and organic babassu create cushion with a luxurious feel and optimizes moisturizing. Bilberry, among the best fruit anti-oxidants, helps neutralize free-radical damage. Jojoba provides cushion, slip, moisturizing, emollients while helping to reduce flakiness and roughness of dry lips. Organic vanilla, anise, cinnamon, spearmint and peppermint oils provide a refreshing aroma/flavor. Partners With Renewing Lip Treatment Nourish-Mint Lip Definer New Retractable Lip Brush Flax Sticks Lip and Concealer Brush New Refillable Lip Color Case aveda corp all rights reserved aveda education aveda makeup products learning guide

54 nourish-mint lip products Nourish-Mint Renewing Lip Treatment One-Sentence Positioning Statement This colorless, botanical balm is infused with plant and fruit waxes to smooth fine lines by 26%, hydrate and plump; while the aroma/flavor featuring organic, sparkling spearmint and sweet vanilla refreshes. Application/Usage Wear alone day or night or layer with your favorite Aveda Lip Color or Gloss. Use the new Envirometal Retractable Lip Brush or #11 Lip and Concealer Brush for a precise application. Follow the natural contour of lips. Product Benefits After eight weeks of use, this lip color significantly: Improves lip moisturizing by an average of 26% for lips that are kissably soft Reduces lip lines by an average of 26% for a younger-looking pout Improves lip density by an average of 15% for lips that look and feel firmer, more shapely and refined Improves lip volume by an average of 12% for lips that appear fuller Anti-oxidants and conditioners help protect and provide cushion with each application Lip tube is made from 88% post-consumer recycled (PCR) resins with aluminum accents containing up to 65% PCR content Designed to insert into our new mint green Refillable Lip Color Case made from 96% PCR polypropylene Packaged in 50% PCR/50% FSC-certified and 100% wind power generated unit carton ingredient benefits Peptide technology: Boosts lip absorption to restructure lips Increases collagen synthesis, replacing lost volume and reducing the appearance of wrinkles Improves moisturizing, reducing cracking and drying of lips to create a smoother Enhances the overall lip volume to firm, shape and contour lips 5.8 aveda corp all rights reserved aveda education aveda makeup products learning guide

55 nourish-mint lip products Product Benefits Continued Pomegranate seed oil helps repair and regenerate lips Raspberry wax helps increase and lock in moisture Plant and fruit cocktail of babassu and sweet almond oils help prevent moisture loss while softening lips Cupuacu and organic babassu create cushion with a luxurious feel and optimizes moisturizing Bilberry, among the best fruit anti-oxidants, helps neutralize free-radical damage Jojoba provides cushion, slip, moisturizing, emolliency while helping to reduce flakiness and roughness of dry lips Organic vanilla, anise, cinnamon, spearmint and peppermint oils provide a refreshing aroma/flavor Partners With Lip Shine Nourish-Mint Smoothing Lip Color Nourish-Mint Sheer Lip Color Nourish-Mint Lip Definer Retractable Lip Brush Flax Sticks #11 Lip and Concealer Brush Refillable Lip Color Case aveda corp all rights reserved aveda education aveda makeup products learning guide

56 nourish-mint lip products Nourish-Mint Re-Hydrating Lip Glaze One-Sentence Positioning Statement A liquid lip-gloss that delivers shine and deliciously drenched, succulent color. Medium coverage, glossy finish. Application/Usage Wand with soft angled tip provides smooth, convenient application. Follow the natural contour of lips. Use disposable cotton multi-purpose applicator pointed side for precise hygienic application. Focus intensity of color at center of mouth or extend to cover entire mouth for a classic result. Product Benefits Lightweight plant emollients satiate lips with a dewy feel and glistening shiny finish. Angle-tipped wand glides on evenly and smoothly for controlled color. Certified organic peppermint with an organic ginger provides a subtle refreshing twist. Lip nutrients, antioxidants and conditioners to help protect and soften lips with each application. Lip Glaze barrel is made from 50% PCR (post-consumer recycled) content. Packaged in 100% PCR Newsprint Shell made from recycled newspapers. Ingredient Benefits Organic peppermint essential oil for refreshing aroma/flavor with a twist of organic ginger. Partners With Nourish-Mint Lip Definer 5.10 aveda corp all rights reserved aveda education aveda makeup products learning guide

57 nourish-mint lip products Lip Shine One-Sentence Positioning Statement A wet-gloss that drenches lips in high shine with colorful fruit and vegetable extracts infused with anti-oxidant self-defense. Application/Usage Apply following the natural contour of the lip. Product Benefits Lip Shine with high-gloss brings the power of beetroot, beta-carotene and berry anti-oxidants to life in mouth-watering colors Lightweight plant emollients saturate lips with moisture and sheen Delivers naturally derived color Packaged in 100% PCR shell from recycled newsprint Ingredient Benefits Colorful fruit and vegetable extracts of beetroot, beta-carotene, algae and berries provide optimized anti-oxidant protection Organic sunflower and jojoba along with olive oil infuse lips with moisture for a comfortable, lightweight feel Iron oxides create synergy with colorful fruit and vegetable extracts delivering beautiful, anti-oxidant enriched shades from nature Organic vanilla, peppermint, cinnamon, anise and basil refresh your palette U.S. Patented Moisturizing/Anti-oxidant/Concentrate combines plant and food technology for environmental protection, while helping to replenish and condition lips Partners With Lip Liner Uruku Eye-Lip Color Liner Can be worn alone or layered over any lip product aveda corp all rights reserved aveda education aveda makeup products learning guide

58 6. makeup tools and accessories

59 makeup tools and accessories Objective By the end of the lesson, the participant will be able to: Explain the Aveda makeup tools and accessories Compacts and Accessories Flax Sticks Brush Sets Inner Light Foundation Brush and Pouch Uruku Bronzing Brush and Pouch Envirometal Compact Total Face Envirometal Compact Essentials Envirometal Compact Professional Envirometal Retractable Lip Brush Refillable Lip Color Case Pencil Sharpener aveda corp all rights reserved aveda education aveda makeup products learning guide

60 makeup tools and accessories Overview Tools and Accessories Flax sticks Brush Sets Flax Sticks Brush Sets feature professional makeup brushes with an innovative, environmentally responsible flax-infused handle, and luxuriously soft bristles made of 100% Taklon (non-animal) fiber for superior, controlled application of Aveda makeup products for eyes, cheeks and face. The new brush set offering makes brush selection easy for your guest. Packaged in plant-based biodegradable cellulose bag. Brush Care and Maintenance Wash frequently and gently in warm water with a mild soap if necessary to remove build-up. The shape of non-animal bristles is formed by heat, so it can also be changed by excessive heat. Do not leave your brushes soaking in water. Rinse well and shake any excess water off. Reshape the brush and allow the brush to hang over the edge of the sink or dry flat. Do not dry upright, the water may run or sit in the ferrule interfering with the longevity of the glue which holds the bristles in place. Store in protective pouch or place in appropriate holder when completely dry. Materials Packaging. Envirometal Compact Professional and Essentials Made of 30% PCR and 20% post-industrial recycled (PIR) aluminum. There are two types of recycled material that Aveda uses. One is PIR (post industrial scrap) and the other is PCR (material that has gone through curb-side recycling and back in the system to be reused). Although both types are great, Aveda prioritizes PCR post-consumer content because it closes the recycling loop. The mirror and magnet are lead free glass, the same as our existing compacts. They are packaged in 55% PCR paper carton. Refillable Lip Color Case Our environmentally-responsible lip color system features a reusable case that can be refilled with your favorite Aveda Lip Color. The base is made of up to 65% post-consumer recycled aluminum. Your first purchase of an Aveda Lip Color includes the refillable case. 6.2 aveda corp all rights reserved aveda education aveda makeup products learning guide

61 makeup tools and accessories Flax sticks Brush Sets One-Sentence Positioning Statement Professional brush sets with innovative, environmentally responsible flax-infused handles, and luxuriously soft taklon fibers for superior, controlled application of Aveda makeup products. Flax Sticks Daily Effects Brush Set: This collection of everyday essentials features our 3 top-selling Flax Sticks makeup brushes: #2 Medium Eye Color Brush, #7 Brow and Lash Brush and #9 Blush Brush. Flax Sticks Special Effects Brush Set: Beyond the basics, this set of select artistry brushes makes it easy to master the fine points of more detailed color placement and features the #5 Eye Smudger Brush, #6 Eye Contour Brush and #8 Complexion Brush. Application/Usage Flax Sticks Daily Effects Brush Set 2/Eye Color Medium For smooth, single stroke coverage. 7/Brow And Lash For filling in and shaping brows; for combing and defining lashes. 9/Blush For blending, shaping and/or contouring with color on cheeks Flax Sticks. Special Effects Brush Set 5/Eye Smudger For subtle definition or smoky drama. 6/Eye Contour For adding depth and drama by hugging the natural curve of the eye with innovative, dome-shaped bristles. 8/Complexion For optimum control in brushing on radiance with smooth, even results care and maintenance Wash frequently and gently in warm water with a mild soap if necessary to remove build-up. The shape of non-animal bristles is formed by heat, so it can also be changed by excessive heat. Do not leave your brushes soaking in water. Rinse well and shake any excess water off. Reshape the brush and allow the brush to dry flat. Do not dry upright, the water may run or sit in the ferrule interfering with the longevity of the glue which holds the bristles in place. Store in protective pouch or place in appropriate holder when completely dry. aveda corp all rights reserved aveda education aveda makeup products learning guide

62 makeup tools and accessories Flax Sticks Brush Sets (continued) Product Benefits Hand cut and assembled.. Handle size optimizes portability Brush heads designed by leading makeup experts allow for control and definition composition/materials benefits. Soft taklon (non-animal) bristles perform skillfully with our products. Handles made of 30% natural flax fiber, 70% polypropylene (of which 90% is post-consumer recycled (PCR) resin) offer maximum durability and longevity. Made without harmful dies, metallic inks or lacquers. Packaged in 100% post-consumer recycled (PCR) resin paper sleeve. Partners With All Aveda makeup. 2/Medium Eye Color Aveda Eye Colors. 5/Eye Smudger Aveda Eye Colors. 6/Eye Contour Aveda Eye Colors. 7/Brow and Lash Aveda Eye Definers, Eye Colors and Mascara. 8/Complexion Aveda Concealer and Dual Foundation. 9/Blush Aveda Face Accents. Envirometal Retractable Lip Brush Professional retractable lip brush for superior controlled application of Lip Color. Application/Usage 1. For clean, neat application: brush on color following natural contours of lips. 2. To create the look of fuller lips: glide brush slightly outside natural contours of lips. 3. For a sheer stain: brush color in center of lips and press lips together. Product Benefits Our new lip brush is made with 30% post-consumer recycled aluminum. Cruelty-free (not made from animals), silky-soft, taklon bristles allow for precise application. New packaging reduces waste by 33%. Partners With Aveda Makeup 6.4 aveda corp all rights reserved aveda education aveda makeup products learning guide

63 makeup tools and accessories Inner Light Foundation Brush and Pouch One-Sentence Positioning Statement Inner Light Foundation Brush when partnered with Inner Light Mineral Dual Foundation offers a flawless, full-coverage finish. Luxuriously soft, non-animal bristles deliver even, all-over color. Kabuki-style handle, is portable and easy to control. Application/Usage Using circular strokes, blend from cheeks to temples, across forehead, down nose to chin. The Foundation Brush offers full coverage for a flawless finish. Product Benefits Angled brush head ideal for creating even, all-over color as well as contouring and getting around nose and chin. Taklon, non-animal bristles. Handle made of 25% post-consumer recycled (PCR) aluminum. Housed in protective organic cotton pouch great for traveling. The brush is a key support tool for the Inner Light Mineral Dual Foundation. Partners With Inner Light Mineral Dual Foundation Care and Brush Maintenance Wash brushes frequently and gently in warm water with a mild soap if necessary to remove build-up. The shape of non-animal bristles is formed by heat, so it can also be changed by excessive heat. Do not leave your brushes soaking in water. Rinse well and shake any excess water off.reshape the brush and allow the brush to dry flat. Do not dry upright, the water may run or sit in the ferrule interfering with the longevity of the glue which holds the bristles in place. Store in protective pouch or place in appropriate holder when completely dry. aveda corp all rights reserved aveda education aveda makeup products learning guide

64 makeup tools and accessories Envirometal Compact System One-Sentence Positioning Statement A portable, refillable compact designed to carry a customized collection of powder, cheek and eye color that can be interchanged however, and as often, as desired. Application/Usage Customized, open design interchange powder, cheek color and eye color to suit any need. Envirometal Compact Total Face holds up to eight eye colors Hold makeup for your entire face (cheek color, two eye colors and a powder); or try one powder or foundation or face accent, two eye colors and one cheek color for a complete look. Envirometal Compact Essentials holds up to four eye colors and one lip color refill. Ideal for an evening out, carry your essential lip color refill and a combination of favorite Aveda powder products: Fill with one powder, or foundation or face accent and one lip color; or try it with two eye colors and one cheek color and lip color refill. Envirometal Compact Professional holds up to 16 eye colors. For the makeup savvy, fill with one powder, one face accent, one cheek color and six eye colors. Product Benefits The compact s sleek, silver metal is made from 30% post-consumer recycled (PCR) aluminum combined with 20% post-industrial recycled aluminum (PIR) currently the maximum combination using PCR materials. Lead-free magnets hold product in place and eliminate use of a toxic pollutant. Lead-free mirror an added convenience for on the go easy makeup application. Reusable compact encourages long-term use to help reduce waste. Recycled materials made with recycled aluminum. Redesigned closure system for optimal function and sleek, beautiful lines for best package design system against top key prestige makeup brands. Compact is packaged in an outer carton made from 55% PCR paperboard. Partners With Aveda Makeup 6.6 aveda corp all rights reserved aveda education aveda makeup products learning guide

65 makeup tools and accessories Refillable Lip Color Case One-Sentence Positioning Statement Our environmentally-responsible lip color system features a reusable case that can be refilled with your favorite Aveda Lip Color. Application/Usage Insert lip color into refillable lip color base. You will hear a snap when it is inserted entirely. Remove mini protective cap from the refill and place refillable lip color cap over refill. Cap snaps into place Tip: Keep the mini protective cap in the event that you want to remove and replace the case with a different shade. To remove the refill: remove cap and gently pull lip refill from the base. Product Benefits Each guest should have at least one refillable lip color case and we invite guests to become partners in sustainability by supporting this refillable system: Your first purchase of an Aveda Lip Color includes the case when you want to replace or choose a new shade you can buy the lip refill case. Unique square to round shape is based on the purest forms of geometry for simplicity and functionality. The case stands and will not roll when placed on its side. The base is made of up to 65% post-consumer recycled aluminum. Innovative geometric cap is made of 30% natural fibers combined with 90% post consumer recycled (PCR) polypropylene. Case is designed to hold one lip color refill. Hole in bottom of base allows guest to view shade name and color for easy access in purse or bag. Received first place at HBA industry awards ceremony competing for best package design system against key prestige makeup brands. Partners With Nourish-Mint Lip Color aveda corp all rights reserved aveda education aveda makeup products learning guide

66 makeup tools and accessories Makeup Pencil Sharper One-Sentence Positioning Statement Our environmentally-responsible metal Makeup Pencil Sharper can be gently washed in warm water with a mild soap, rinse and air dried. Clean frequently between usage will offer maximum durability and longevity. Application/Usage Put makeup pencil in appropriate size hole and twist to sharpen. Wipe off liner shavings with a cotton swab, to keep sharpener clean and in optimum condition. Keep your Aveda makeup pencils in professional condition by sharpening before and after each use. Product Benefits Our dual-hole Makeup Pencil Sharpener puts the perfect point on different size makeup pencils, keeping pencils in peak condition for easy and precise application. Reusable Pencil Sharper its minimal design encourages long-term use to help reduce waste. Pencil Sharper are packaged in 55% PCR paper carton. Partners With Petal Essence Eye Definer Nourish-Mint Lip Definer 6.8 aveda corp all rights reserved aveda education aveda makeup products learning guide

67 makeup tools and accessories Notes: aveda corp all rights reserved aveda education aveda makeup products learning guide

68 7. aveda makeup display

69 aveda makeup display Objective By the end of the lesson, the participant will be able to: Explain the Aveda makeup display Experiential Makeup Display What is it? What is the salon offer? Display Wall Mounting Kit and Replacement Parts aveda corp all rights reserved aveda education aveda makeup products learning guide

70 aveda makeup display COMPLEXION EYES LIPS Inner Light Concealer Petal Essence Eye Definer Nourish-Mint Lip Definer Inner Light Mineral Tinted Moisture Petal Essence Eye Color Single Nourish-Mint Renewing Lip Treatment Inner Light Mineral Dual Foundation Inner Light Foundation Brush Inner Light Mineral Loose Powder Petal Essence Eye Color Trio Color Options Eye Shadow Transformer Mosscara Conditioning Formula Nourish-Mint Lip Glaze Nourish-Mint Sheer Mineral Lip Color Nourish-Mint Smoothing Lip Color Inner Light Mineral Pressed Powder Envirometal Compact Lip Shine Petal Essence Face Accents Flax Sticks Brush Sets Uruku Lip Pigments Uruku Bronzer/Bronzing Brush Uruku Color Gloss 7.2 aveda corp all rights reserved aveda education aveda makeup products learning guide

71 aveda makeup display Experiential Makeup Display The new Experiential Makeup Display offers a simplified system to showcase Aveda s streamlined makeup offering, while providing an inviting guest experience. To create a clean, clutter-free system for viewing makeup, each module features three graduated layers. The design optimizes counter space as it houses makeup applicators, brushes and compacts eliminating the need for additional storage. The versatile display allows for placement on the counter, partnered with a free-standing floor pole or it can be mounted to the wall. What is it? Designed to stand out in even the most compact retail environments, our new makeup display is the perfect showcase for Aveda s streamlined makeup offering. With built-in storage for makeup applicators, it optimizes every inch of available space, whether set on a counter or mounted on a wall. Every detail of our new Experiential Makeup Display is designed to drive sales. Makeup shades pop against the modern charcoal gray background. The two separate units of the fixture made of the most eco-friendly materials are perfectly balanced with mirrors and applicators on each side to invite guests to play and self-select Aveda makeup. To create a clean, clutter-free system for viewing makeup, each unit features three graduated layers, so it looks as if the makeup is floating in air. The compact design also gives Aveda artists more room to spread out brushes and applicators when customizing looks for guests. What is the salon Offer? New Experiential Makeup Display: The unit comes with all of the accessories, product shields, applicators and collateral needed for the new makeup display: including all 3 Compacts, Pencil Sharpener, Daily Effects Brush Set (3 brushes), Special Effects Brush Set (3 brushes), Retractable Lip Brush, Uruku Bronzing Brush, Inner Light Foundation Brush, Refillable Lip Case, Multi-Purpose Foam Applicators (25 pack), Lip Wand Applicators (50 pack), Mascara Wand Applicators (25 pack), Wood Spatula Applicators (500 pack), Wedge Sponge Applicators (100 pack) and a free display collateral kit. Product shields and mirrors are included. aveda corp all rights reserved aveda education aveda makeup products learning guide

72 aveda makeup display Display Wall Mounting Kit Unique design creates a wall of color and uses empty wall space where counter space is not available. Includes all hardware and mounting brackets. Must be mounted to wall studs. Display Replacement Parts Product Shield Kit: Full set of replacement product shields for the makeup display. Product shields can become scratched or cloudy over time due to the cleaning supplies used or normal wear and tear. Replacement Mirror Kit Includes 1 mirror and all hardware needed for replacement. Mirrors could be broken or damaged if removed from the display. Keep mirrors securely affixed to the display to prevent this from happening. 7.4 aveda corp all rights reserved aveda education aveda makeup products learning guide