Desert

The unusual abundance of rainfall in conjunction with the heat of the sun, caused rare flowers that had been laying dormant for 100 years to blossom.  Aveda's founder, Horst Rechelbacher, a self-proclaimed disciple of plants, saw this as the opportunity he had been looking for.  "I kept wondering how we could bring the benefits of plants to the consumer in a unique way so that we didn't have to use artificial aromatics,"  he says. 

Among the flowers that blossomed, Aveda chose to capture the scents of three:  Dune Primrose, Sand Verbena and Joshua Tree.  In true Aveda style, scientists used what they call plant-friendly technology, absorbing the air surrounding the flowers without harming them, while recording the aroma of each.  Back at Aveda's in-house Pure-Fume creation lab, the scientists used similar botanical essences to produce the same mood-enhancing and physiological effects as the original scents.

Each scent offers different therapeutic effects.  Dune Primrose, a floral note similar to lilac but lighter and cleaner with a touch of green and jasmine, promotes a composed and relaxed mood.  Sand Verbena, which has a clean, citrus scent with a light green note and a touch of jasmine, creates calmness and peace.  And Joshua Tree, a citrus note with neroli, bergamot and petitgrain oil, along with jasmine and a bit of vanilla, is meant to stimulate and energize.

As only Aveda knows how, they recreated these aromas--using pure flower and plant essences from renewable resources--with unique botanical benefits to body and mind.  Creating three Pure-Fume infused with the essence of the Earth--an exuberant interplay of natural forces.