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Your Biggest Opportunity for 2020: Nutriplenish™

By Laurel Nelson, contributing writer with Salon Today

A photo of Aveda's Nutriplenish hair product

The amount of average service guests purchasing retail is only 25 percent—which means on average, 75 percent of your salon guests don’t buy products from you. Aveda is addressing this issue and targeting those guests specifically with their new line of luxury hydration products, Nutriplenish™. The line will allow you to target those guests who aren’t purchasing retail, attract new guests and build loyalty in existing retail shoppers.

How? Hydration.

It is the number-one benefit sought by all prestige hair consumers in the U.S., and the number-two benefit sought by millennials, African-Americans, LatinX and Gen X consumers. Designed for ALL hair types, Nutriplenish™ now offers a new, customized solution for all guests—including those who are buying other luxury hydration products elsewhere.

With Nutriplenish™, they’ll also get what they’ve been missing from other lines—products that are 94 percent naturally derived, silicone and sulfate-free, adhering to the Aveda mission.


When Aveda challenged its scientists to come up with a luxury hydration line that met its standards, the scientists delivered.

The six SKUs in Nutriplenish™ feature plant-powered ingredients from superfoods. Pomegranate oil, mango butter, organic coconut oil and active carbohydrates from algae and oat extract make up the key ingredients.

The scent is composed of cocoa, ginger and cardamom—fresh, spicy and floral. And Nutriplenish™ is the first clean, natural product to occupy the hydration space—delivering what your guests have been waiting for.

A photo of the Aveda Nutriplenish hair product line


Nutriplenish™ Shampoo and Conditioner Light Moisture: a creamy, lightweight formula that replenishes dry hair without weighing it down.

Nutriplenish™ Shampoo and Conditioner Deep Moisture: a decadent formula to deeply replenish dry hair. It can be used as a leave-in conditioner, too.

Nutriplenish™ Multi-Use Hair Oil: Pre shampoo, leave-in treatment, post-styling shine, overnight oil.

Nutriplenish™ Leave-In Conditioner: Thermal and UV protection instantly hydrates and detangles.

Nutriplenish™ is a customized hydration solution for all hair types, and Aveda has provided a chart for stylists and guests to identify their hair type and choose the correct Nutriplenish™ product.

A chart that shows which Aveda Nutriplenish hair product is right for you

A before and after photo of @avedaitgirl using Nutriplenish hair products


Because the line works for all hair types, you’ll find the hydration conversation is now very natural to have—with every guest.

Your first chance to educate the guest on Nutriplenish™ as a hydration solution is at the shampoo bowl. Only three percent of stylists talk about what shampoo they are using at the bowl—this line turns this touchpoint into a powerful retail opportunity.

During the Shampoo Ritual, tell your guests about the benefits of Nutriplenish™, and elevate the ritual even more with a hot towel or steam cap for a truly luxurious experience.

Back at the chair, treat guests to the “Instant Experience” with Nutriplenish™ Leave-In Conditioner. Offer an instant shot of hydration to every guest, every time, so they can see the benefits of the product during each service.

By committing to the service wheel and featuring Nutriplenish™ in the Shampoo Ritual, styling lesson and home-care recommendation, the potential for retail growth and increased client loyalty is a big opportunity for salons AND stylists.

Frank Rizzieri, owner of Rizzieri Salons and School in New Jersey recently demoed Nutriplenish™ on guests to rave reviews.

“Nutriplenish™ is a game-changer,” he says. “I’m all about the performance of a product and the initial feedback of guests. I used it on 20 guests and every one of them had a positive comment about how their hair felt afterward. Personally, I loved how the product absorbed in the hair and the condition it left it in. Nutriplenish™ is going to be really good for us.”


The pricing for Nutriplenish™ will also drive revenues. It’s reflective of other luxury lines: the 250 ml bottles of shampoo and conditioner retail for $35 and $37, and liter bottles retail for $125 and $132. These new price points on your shelves provide huge growth opportunities.

Hydration products are a fast-growing segment in the professional haircare market, and consumers want a hydration product customized to their hair type.

A photo of models with hair styled with Aveda Nutriplenish

Unlike moisture products, which wrap around the hair, hydration products penetrate the strands, making them even more effective. This appeals to a wide variety of clients from those with textured hair to millennials, who are highly attuned to the power of professional beauty products.

Sap Moss started the hydration momentum for Aveda guests, and Nutriplenish™ will take it to the next level, as clients continue to take note of the benefits of this high-performing, luxury line. It also provides the opportunity for guests to try something different if Dry Remedy (moisture) was not the right solution for them.

Nutriplenish™ is your biggest growth opportunity for growth this year. Designed for all hair types and textures, every client who walks through your door can benefit from trying it.

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