Metro Man & Metro Home

By Jared Shechtman

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Coming soon from Aveda Men is the Pure-formance line. Designed specifically with men’s scalps in mind, this full line of haircare products complement any guy’s style. Beauty News tested and approved, pure-formance will instantly become a favorite of guys everywhere.


The pure-formance line is unique and incorporates one of Aveda’s signature fragrances, a unique combination of citronella and crisp herbs such as sage. This fragrance is central to Composition, a scented oil for use on the scalp and body and the Liquid Pomade, an unusual but incredibly versatile styler.


The clear star of the pure-formance line is the Conditioner. Aveda is known for using menthol in their conditioners, which make the scalp feel uber-cool regardless of the steaming hot summer temperatures. This feature alone is worth throwing out any other conditioner. It might sound a little strange that menthol applied to your scalp could be refreshing, but there really is nothing that could compare….except maybe putting a topical muscle relaxant on your head, but I don’t think that’s going to leave your hair nice and soft.

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Originally published June 2007

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