The Science of Scents

Manila Bulletin, March 13, 2015 | Go to article overview

The Science of Scents


Talk of what is truly organic and sustainable is not used loosely in the Aveda headquarters. For 37 years, the brand has stayed loyal to its commitment of using only what the natural environment can provide, and how to give back to it. Its founder, the late Horst Rechelbacher began his quest in 1978, with the goal of bringing natural cosmetics in the US.

At the age of 14, he left school to begin his training in beauty and the salon business. As he studied to become a hairdresser, he was convinced that it is possible to get beautiful hair by caring for it using plant-based ingredients. As he concocted his own formulations, he always stayed a conscious entrepreneur--marrying luxury with environment-friendly ideals. He is now known as one of the pioneers of creating botanically based products that are certified safe, effective, and eco-conscious. It was also during this time that the Austrian-born founder explored holistic beauty through the power of scents, and he further expanded his hair care line to skin care, makeup, and other aspects of beauty.

AVEDA COMES FROM AYURVEDA

"Aveda" was coined from its greatest influence, Ayurveda--a centuries-old tradition from East India. Rooted in the philosophy that the essence of natural elements (infinity, air, fire, water, and earth) is found in living things, Aveda aims to maintain and restore balance by creating harmony with the self, and between the self and the environment. By caring from the scalp to soul, respecting the earth, and promoting ritual-based beauty, the brand strives for holistic beauty.

SENSORY JOURNEY

Our sense of smell is said to be our most primal and strongest sense after sight. What we smell instantly connects us to a memory and emotion, invoking a powerful experience. Scents engage the memory centers of our brains.

Aveda believes that one of the best ways to achieve holistic beauty is through the use of aromatic essential oils. Aveda offers different kinds of aromatherapy--one that instills a positive association that can have an uplifting, energizing,and calming effect. They have a specific and most balancing aroma for you on any given day.

Through extensive research, Aveda has found specific plant-based aromas that ground us back to earth and create a sense of wellness. "Natural aromas are more than pretty smells. They offer us a bond with the earth--an invitation top ground ourselves in the wisdom and miracle of nature. They embody the light of life itself." says Guy Vincent, Aveda perfumer.

With Aveda's expertise in the art and science of pure flower and plant essences to create high-performance, botanically-based products, it comes as no surprise that it has its own in-house lab for discovering the most effective plant-derived aromas.

SUSTAINABILITY IS A PROMISE

Aveda always seeks for a cleaner, greener planet, and its efforts for a sustainable world are remarkable. Aveda's plant-based aromas are sourced from small farms and community cooperatives-mostly organic certified--worldwide. …

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