38 AsiaSpa 2004
Inspired by Ayurveda, the collection is
a portmanteau of the Sanskrit words prama
(which means foundation) and asana (a
yoga position), and the result of a three-year
study. The unisex, fragrance-free formula
is made with seaweed extract to control
and balance sebum levels; lactobacillus,
a patented ferment to preserve the scalp’s
natural protective barrier; and tamanu oil,
an antioxidant that defends against external
aggressors.
Home kits are suitable for all skin types.
Hawkins says the condition of the scalp is
similar to that of the face, and can be used
prior to shampooing, while the Pramāsana
salon treatment is recommended every other
month for the most effective cell turnover.
“We have to remember that factors like
stress, dirt and debris from the ozone affect
not just our hair, but also directly our scalp,
which communicate with the strands through
cellular response. This means even if you
use the best shampoo and conditioner, an
unhealthy scalp will still result in unhealthy
hair,” says Hawkins.
Ensuring the efficacy of potent plants
from their original sources remains Hawkin’s
most significant professional challenge.
“When developing a new product, the
efficacy and end benefit are first and
foremost. Our consumers expect products
that work,” he says. “Pramāsana, for example,
sources ingredients from the South of France,
Pacific Islands and Brazil – it really depends
what works the best to achieve what we want.
Aveda is unique in that we take a holistic
approach to beauty. We consider the effect of
our products not only on hair and skin, but on
body, mind and the emotions, and therefore
develop high-performance products using
naturally derived ingredients.”
http://www.aveda.com38 AsiaSpa July/August 2017
Writer Joyce YipGeoffrey Hawkins
Aveda’s vice president of research and development on how hair health stems from the scalpExpertTake
“We consider the
effect of our products
not only on hair and
skin, but on body, mind
and the emotions”
With a head of peppered greys,
moustache and white lab coat, Geoffrey
Hawkins, Aveda’s vice president of research
and development is perhaps the perfect
person to discuss the brand’s latest discovery- scalp care – which he says is frequently
ignored in dialogues about healthy hair.
“Hair is just an appendage of skin. What
you don’t see is the living part, which means
early care, prevention and protection are
essential to healthy hair,” says Hawkins.
“Consumers often wrongly assume hair is
dead and they can’t do anything to it, not
realising it’s just the tip of the iceberg. Sure,
shampoo removes the grime and pollution
that dull your hair and conditioner changes
the frictional property of the strands, but for
actual well-being, you need to tackle the
scalp.”
With this in mind, Aveda created the
Pramāsana collection, which mimics
skincare for the face by removing sebum
from the glands. Unlike skincare however,
it takes an extra step in keeping the follicles
in good shape while tackling microbiomes
and anti-oxygen agents.
First, a flexible, looped bristle scalp
brush is massaged onto the skin to loosen
impurities that build up on the scalp, and
to increase microcirculation. Then, a 97 per
cent naturally derived cleanser is applied to
invigorate and refresh. Hawkins emphasises
that shampoo should be as mild as face wash.
Finally, a lightweight scalp concentrate acts
nourishes and preserves the scalp’s protective
barrier while shielding it from pollution and
other free radicals.