New Color Options™ Eye Shadow Transformer

A multipurpose liquid that transforms Aveda powder eye colors into a precise, vibrant liquid liner or intense cream shadow. Crease-resistant finish is even and lightweight, not sticky or tacky and does not flake or smudge. Each Eye Shadow Transformer includes an applicator brush. When customized with the 12 Eye color trios - 3 three shades each - and 14 eye Color Singles, 50 luminous liquid liners and long-wearing intense cream shadows can be created.

What's the Aveda Difference?

• Xanthan gum technology from the Control styling franchise delivers long wearing power.
• Organic palm glycerin, sourced from South America, assists in transforming Aveda powder eye colors to a liquid for precise application and intensity.
• Formula is free from synthetic polymers and resins required to create most liquid liners.

Why was it made?

• Add more value to Aveda eye color purchases. Eye Shadow Transformer can be used to create a liquid liner, retexturize powder shadow into a creamy finish, intensity color and extend wear.
• Address demand for longwearing liquid eyeliner.

Uruku Color Gloss
Uruku Color Gloss gives lips the shine of a gloss and the color saturation of a lipstick, with 100% color from the earth featuring annatto pigment harvested from certified organic urukum seeds by the Yawanawa People of Brazil.

What's the Aveda Difference?

• Since 1993, Aveda has collaborated with the Yawanawa People of Brazil to organically grow urukum, the source of the annatto pigment, which colors Uruku products and packaging while helping to foster economic independence for the Yawanawa and to sustain a healthy rainforest ecosystem.
• 100% color from the earth from non petroleum based mineral- and plant derived pigments.
• Organic babassu, a brazillian botanical oil, assists with moisturizing
• Organic acai lipids, derived from the seed of acai berries, assists with moisture retention.
• Buriti oil provides antioxidant protection and emolliency.
• Cupuacu butter provides moisture retention.
• Uplifting, refreshing aroma flavor of certified organic spearmint and vanilla.
• Free from parabens, carmine, talc and mineral oil.

Why was it made?

• To refocus on the Ukuru franchise with the introduction of a new modern product form in wearable shades.

Nourish-Mint Lip Definer
Colorless Lip Definer shapes, smoothes and defines lips as plant waxes help to extend lip color wear and create a barrier to prevent lip color from traveling. Refreshing, certifeid organic aroma flavor featuring spearmint and sweet vanilla.

What's the Aveda Difference?

• Plant waxes and beewax help reduce feathering and increase wear.
• Oligo and palmitoyl peptides are active ingredients that help smooth fine lines and visually plump lips.
• Organic jojoba oil plus coconut and soy derived plant lipids moisturize lips.
• Signature certified organic aroma flavor of spearmint and vanilla refreshes.
• Free from parabens, carmine, talc and mineral oil.

Why was it made?

• To introduce a modern lip pencil that replaces the need for traditional colored lip liners and lip primers.

New Lip Shine Shades
A shade refresh for the Lip Shine product category that includes two new shades: Pomelo & Golden Prism. These shades were previewed in mini tubes for holiday 2009.

What's the Aveda Difference?

• Colorful fruit and vegetable extracts of beetroot, beta-carotene, algae and berries provide optimized antioxidant protection
• Organically grown blueberry, bilberry and cranberry - among the best fruit anti-oxidants help neutralize free-readical damage.
• 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.
• Aroma of organic vanilla, peppermint, cinnamon, anise and basil.
• Free from parabens, carmine, talc and mineral oil.

Why was it made?

To refresh the Lip Shine shade lineup by introducing two new shades: Pomelo, a clean coral and Golden Prism, a nude shimmer that can be worn alone or layered on top of any lip color for added shine and sparkle.

Pencil Sharpener
The new dual-cavity Pencil Sharpener puts the perfect point on Petal Essence™ Eye Definers and new Nourish-Mint™ Lip Definer, keeping pencils in peak condition for easy and precise application. Optimized design holds pencil shavings and includes a utensil for cleaning blades. Made of PLA, biodegradable material derived from corn.