Aveda Founder’s New Venture: Hairspray So Organic You Can Drink It

Years ago, Saturday Night Live ran a fake ad for a product called Shimmer that was both a floor wax and a dessert topping. Now Horst Rechelbacher, the man who founded and sold the Aveda brand, is introducing a hairspray that you can eat.

To underscore the point at a New York event promoting the line, called Intelligent Nutrients, Rechelbacher made a toast and then took a swig out of a drink mixed with one of his newly formulated hairsprays.

The line isn’t meant to be consumed that way, per se, but Rechelbacher was trying to make a point. In a health and beauty market where product ingredients are dominated by petrochemicals and synthetics, IN is positioning itself as a “reinvention of beauty with the creation of 100% safe and nontoxic plant-based ingredients.”

IN president Melissa Christenson said the line stands apart from other would-be green cosmetics: “Greenwashing has become an epidemic. Our commitment is not only to tell the truth, but to educate consumers and the industry alike about organics, as well as the risks associated with many harmful ingredients commonly used in beauty products. We have raised the bar to ensure safety, industry organic certification, and authenticity.”

The launch includes 30 organic SKUs of aromas, haircare and styling aids, lip balm, body cleansers and an anti-aging, anti-oxidant seed oil complex called Intellimune. The products will be available in September at retailers and online. Future products in development include items for skincare, bodycare, maternal/baby care, “love therapy” products, pet care and home products.

Ad support will be limited. The company is banking on word-of-mouth and point-of-purchase materials as its main marketing support.

IN, of course, is not the only such product on the market. “There are certainly a lot of manufacturers