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Dec 2013 


Aveda Has Brought India's Ayurveda to the forefront in America...


Have you seen Aveda's Invati ad, the ad for their latest hair care system? You most likely have, and may or may not have paid enough attention to make the connection with India. The advertisement for Aveda's latest hair care system goes something like, "Our new Invati™ system is clinically proven to reduce hair loss due to breakage to help you keep the hair you have longer — powered by a unique blend of herbs known for their effectiveness in Ayurveda, a 5,000 year-old healing tradition from India". Yes, it mentions India's 5000 year-old science of natural healing (using herbs and other natural means) that is Ayurveda. Not just that, the connection is deeper than a mere mention of our ancient science.

According to the Living Aveda Blog (link), here are the three interesting facts related to the ad-

1. The Invati hair care system was formulated using 'potent herbs' that help with aging and thinning scalp which were selected by consulting with the Haridwar based Ayurvedic doctors, Vinod and Kusum Upadhya in India.


2. The ad was shot in the Amber Fort, close to Jaipur.

3. Antoinette Beenders, who holds the Global British Masters Award and the British Fellowship Hairdresser of the Year Award, among others, was the hairdresser for the shoot. The original intention was to show wavy hair, but the humidity in Rajasthan posed a challenge, something we can all relate to. And that's how the model ended up with straight hair.


In case you're wondering who's the model, sorry, we have no information on her for you. You might speculate it's Jiah Khan. Some say she's Asal Soltani. The fashion model directory does mention the ad in Asal's profile, but Aveda refused to comment or divulge any information about the model when we called them. 


Anyway, keeping the focus on the intent of this article, we say, we love the ad and proud of our roots that we are, we're happy that Aveda chose the gorgeous fort of India as the backdrop for the ad and that it brought India's ancient healing science to the forefront!


(by Sonal Kulshrestha)

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