The AVEENO(R) Brand Unveils the AVEENO(R) Beauty Experience at the 2010 Sundance Film Festival

Festival Talent and Media Are Invited to Indulge at the 'Reshape Your Escape' Oxygen Bar and Meet Renowned Hair Stylist Patrick Melville, New Celebrity Stylist for AVEENO® NOURISH+ Hair Care At the 'STYLE + SHINE' Pop-Up Salon

Jan 21, 2010, 12:20 ET from AVEENO(R)

SKILLMAN, N.J., Jan. 21 /PRNewswire/ -- The AVEENO® Brand, recommended by dermatologists for over 60 years and pioneer in ACTIVE NATURALS® ingredients, announces the AVEENO® Beauty Experience at Village at The Yard, the official hospitality suite of the 2010 Sundance Film Festival in Park City, Utah, beginning January 22nd through January 26th.  The AVEENO® Brand invites festival-goers to escape from the harsh dry mountain climate and give their hair new life by experiencing the brand's newest product offerings in hair and body care – AVEENO® NOURISH+ STYLE and NOURISH+ SHINE Hair Care Collection and AVEENO® POSITIVELY NOURISHING™ Body Lotions and Washes – before they hit shelves.  At the AVEENO® 'STYLE + SHINE' Pop-Up Salon and 'Reshape Your Escape' Oxygen Bar at Sundance new AVEENO® Celebrity Hair Stylist, Patrick Melville, will style hair of festival-goers and unveil the Brand's first ever styling products, NOURISH+ STYLE, as well as introduce the new NOURISH+ SHINE Shampoo and Conditioner.

The AVEENO® Brand is thrilled to welcome celebrity hair stylist, Patrick Melville to the AVEENO® Family.  Having groomed the tresses of everyone from A-list celebrities, rockstars and models to beauty and fashion editors, Patrick brings his expertise, passion, and commitment to the environment through his innovative eco-friendly hair highlighting technique, coined Bio-Lights, to the AVEENO® Brand.

"We are delighted to announce our partnership with Patrick Melville," said Michael Marquis, AVEENO® Brand Group Product Director. "He's a true artist and trendsetter in the hair industry, and we feel that his natural approach, in-depth expertise and commitment to sustainability are a perfect match for the AVEENO® Brand vision. We look forward to a long-standing relationship with him."  

About AVEENO® NOURISH+ STYLE and SHINE Hair Care Collections

Awarded the "2009 Best Executed Launch Strategy – Mass Hair" by Women's Wear Daily, the AVEENO® NOURISH+ Collection expands its offerings this year to include the new NOURISH+ SHINE Shampoo and Conditioner and the NOURISH+ STYLE Collection.  Infused with  AVEENO® ACTIVE NATURALS® Nourishing Wheat Complex Technology, the NOURISH+ SHINE Shampoo and Conditioner and the NOURISH+ STYLE Collection are formulated to strengthen damaged hair while delivering superior shine benefits and lasting hold, respectively.  

Scientifically shown to improve shine and nourish dull, damaged hair back to vibrant life in just three washes, the NOURISH+ SHINE Shampoo and Conditioner works to provide targeted nourishment where damaged hair needs it most, keeping hair looking healthy.  

As the Brand's first ever line of styling products, AVEENO® NOURISH+ STYLE Collection combines the best of nature with the power of science to target damaged hair while providing lasting hold, style and shine, resulting in gorgeous locks that look naturally healthy and are less prone to breakage and future damage.  The AVEENO® NOURISH+ STYLE Collection includes the NOURISH+ STYLE Volumizing Foam, NOURISH+ STYLE Smoothing Shine Creme, NOURISH+ STYLE Soft-Hold Gel-Creme and NOURISH+ STYLE Curl-Defining Spray Gel.  Developed with a team of experts, the AVEENO® NOURISH+ STYLE Collection offers superior hair care benefits while providing all-day, beautiful style that's full of life.

"I am very excited about the opportunity to introduce the new AVEENO® NOURISH+ STYLE Collection at the 2010 Sundance Film Festival and begin my relationship with the AVEENO® Brand," says Patrick Melville.  "We share the same philosophy on hair care – beautiful, healthy-looking hair that's achieved naturally – which never goes out of style."


The AVEENO® Brand, makers of the #1 best-selling body lotion, now offers women skin therapy plus aromatherapy with the introduction of the new AVEENO® POSITIVELY NOURISHING™ Collection. Festival-goers will combat the dry winter air in Park City that zaps the body of moisture by visiting the AVEENO® Brand's 'Reshape Your Escape' Oxygen Bar. The AVEENO® Brand invites guests to re-energize and indulge the senses with fragrances that correspond with the scents of the new AVEENO® POSITIVELY NOURISHING™ fragranced body care products.  Available in eight unique scents, AVEENO® POSITIVELY NOURISHING™ gives consumers the opportunity to mix-and-match one of four body wash fragrances with one of four body moisturizers to create a sensual, yet therapeutic experience.  

Infused with natural botanicals, including Lavender, Ylang-Ylang, Fig, Lemongrass, Grapefruit, Rosemary and Pomegranate to name a few, the POSITIVELY NOURISHING™ Body Washes work to hydrate and soothe moisture-zapped skin in the shower, leaving skin feeling soft, smooth and refreshed.  Specially formulated with the AVEENO® ACTIVE NATURALS® Oat ingredient, AVEENO® POSITIVELY NOURISHING™ 24-Hour Body Moisturizers go beyond pampering skin to provide around the clock moisturization for healthier-looking skin today, while the antioxidant-rich formula nourishes and protects skin to help keep it healthier-looking tomorrow.

About the AVEENO® Brand Beauty Experience at the 2010 Sundance Film Festival

In addition to the 'STYLE + SHINE' Pop-Up Salon and 'Reshape Your Escape' Oxygen Bar, the AVEENO® Beauty Experience will contain a 'Re-Energize & Invigorate' Laptop Station,  where festival goers are encouraged to recharge their cell phones and laptops and tweet on-site. The AVEENO® Team will be on-hand to distribute branded ENVIROSAX® gift bags containing coveted new AVEENO® Brand product samples.  Like the AVEENO® Brand, ENVIROSAX® is committed to environmental sustainability by providing an eco-friendly alternative to disposable shopping bags.

The AVEENO® Beauty Experience will be open to festival talent and the media beginning January 22nd through January 26th from 10AM to 6PM daily, located at the Village at The Yard Hospitality Suite.  

About the AVEENO® Brand:

The AVEENO® Brand is one of the brands of Johnson & Johnson Consumer Products Company, a division of Johnson & Johnson Consumer Companies, Inc. AVEENO® Brand, a leader in ACTIVE NATURALS® technologies, uses the best of nature to deliver scientifically proven, effective beauty care products.  Recommended by dermatologists and pediatricians for over 60 years, the Brand is committed to developing breakthrough product formulations with new and existing natural ingredients, many which deliver clinically proven results and is the skincare brand most trusted by dermatologists for its use of natural ingredients.  The AVEENO® Line includes beauty care products for face, body, baby, hair and sun protection. For more information about the AVEENO® Brand and its product offerings, visit:

© Johnson & Johnson Consumer Companies, Inc. 2010