It’s said that there’s no such thing as an overnight success story — certainly not when it comes to developing a product to treat thinning hair. In Aveda’s case, 17 years of research on thinning hair has culminated in the launch of the Invati Advanced Solutions for Thinning Hair 3-step system.
“We’ve gone through years of learnings,” says Christine Hall, Aveda’s executive director of research and development for hair care, hair color, and hair innovation. “During that time, building on our initial understanding of hair thinning and loss, as well as our growing awareness of botanical ingredients, we were able to launch the original Invati, Invati Men and finally, new Invati Advanced,” Christine says.
In addition to adding new ingredients like Japanese knotweed and tangerine peel extract to Invati Advanced, we asked panelists to give us extensive feedback on the formulas.
“In our development of Invati Advanced, we considered every aspect of the product, from the ingredients to the bottle,” Christine says. “We put a lot of effort into ensuring everything down to the instructions would be easy to use since that’s the key to consistency and good performance.”
The result? New Invati Advanced reduces hair loss due to breakage from brushing by 53% when used according to directions for 12 weeks. The new Invati Scalp Revitalizer only requires once-a-day application (versus twice with the original formula). Based on existing customer feedback, the “shampoo in the new formula is creamier and the conditioner more conditioning,” Christine says.
And by including organic amla in every product, consumers experience immediate thickening benefits from the new Invati Advanced. “We’ve also gone from 97% naturally derived to 98%*; as a formulator, once you get into the high 90s, every last little bit takes work!” Christine adds. “It’s really a continuous improvement cycle. And now we’re off and running again.”