Aveda Targets Men’s Grooming

Aveda is adding Aveda Men Pure-Formance Shave Cream and Dual-Action Aftershave to its Pure-Formance line next month.

Aveda executives say the new products will bridge the gap between consumers who use mass market shaving creams and high-end department store products.
The line will be sold in Aveda’s full global distribution, comprising about 7,000 salons, spas and freestanding retail stores. In the U.S., Aveda is in about 4,700 salons, spas and stores, including the brand’s 135 freestanding Aveda retail stores.