Aveeno® is a brand of skin and hair care products that rely on natural ingredients for their beneficial properties. Widely available in drug stores throughout the United States, the brand has its own research institute that develops proprietary products for adult hair and skin care, anti-itch creams and products specially made for babies.
History
Aveeno launched its first product in 1945. The Soothing Bath Treatment was developed in conjunction with the Mayo Clinic to moisturize and relieve dry, irritated skin, and it subsequently became a doctor-recommended product for dry skin, eczema, poison ivy and other skin conditions. Johnson & Johnson Consumer Companies acquired the brand in 1999 and began developing skin and hair care products based on its own research of natural ingredients.
Active Naturals
Active Naturals® is the company's name for its proprietary natural ingredients that primarily use soy, feverfew, oats, shiitake and wheat complex. It developed a patented soybean process that results in minimal loss of natural compounds due to heat. The company's Total Soy Complex is designed to minimize skin discoloration, diminish the appearance of fine lines and wrinkles and reduce the appearance of unwanted facial hair. The Shiitake Complex is supposed to take advantage of the antioxidant properties of shiitake mushrooms to reduce wrinkles. Feverfew is used to soothe skin and reduce redness. Oats have a long history of being used to moisturize skin and relieve the itchiness of skin irritations.
Skin Care
The Aveeno brand includes anti-itch creams and four major lines of skin care products: Positively Radiant, Positively Ageless, Ultra-Calming and Clear Complexion. The skin care lines include a range of moisturizers (including those with SPF protection), night creams, exfoliating products, and cleansing lotions and pads. Positively Radiant uses the Total Soy Complex and is advertised to reflect light, even-out skin tone and improve texture. Positively Ageless relies on the Shiitake Complex to produce "younger looking skin." This line also includes lifting and firming moisturizers, eye serum and rejuvenating serum. The Ultra-Calming products use feverfew to soothe sensitive skin and reduce redness. The active ingredients in the Clear Complexion products are soy and salicylic acid to fight blemishes while moisturizing. Aveeno Anti-Itch Cream combines oatmeal, aloe and 1 percent hydrocortisone cream.
Hair Care
The company launched its hair care products in May 2009. Called Nourish+, this line includes four shampoos and conditioners to moisturize, revitalize, volumize and soothe. They all include a wheat complex, which is a combination of wheat protein and wheat germ oil that bonds to damaged hair. The Moisturize shampoo adds hydrating oat protein, Volumize adds Blue Lotus Flower, and the Soothe shampoo includes lavender and peppermint to treat a dry, itchy scalp.
Baby Products
The Aveeno Baby line includes gentle and safe shampoo, sun block lotion, calming bath and a creamy wash. Using natural wheat and soothing oats, the products are tear-free, soap-free and hypo-allergenic. The Calming Comfort Bath uses lavender and vanilla for a calming effect and oatmeal to sooth the skin. Aveeno Baby Continuous Protection is an SPF 55 sunblock lotion that received the American Academy of Dermatology's Seal of Recognition.
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