Horst Rechelbacher, the original founder of Aveda is in the process of launching an innovative new concept in personal care products called Intelligent Nutrients.
The new health and beauty lifestyle brand, Intelligent Nutrients, was recently unveiled to the press and beauty industry and includes more than twenty SKUs for launch which is expected this fall.
The launch collection includes certified organic aromatics, certified organic scalp and hair care, certified organic hair styling, certified organic total body cleanser, certified organic lip delivery nutrition, and the heart of the line, Intellimune an internal/external certified organic super antioxidant seed oil blend and tablets.
When Rechelbacher sold Aveda to Estee Lauder ten years ago a non-compete agreement prevented him from starting a new personal products line at Intelligent Nutrients until this year.
We were able to catch up with Rechelbacher at LOHAS in June where he said the standards for health and body care products are not strict enough, with most classifications allowing percentages of petrochemicals and other toxic elements to be used in varying amounts.
The entire health care industry is reliant upon petroleum products and he believes that the only true organic classification is in the food category, what we know as Certified Organic.
Rechelbacher emphasizes that we shouldn’t use anything on our skin that we couldn’t eat. Thus, another level of purity and health being introduced to beauty products using food grade organics will be what makes Intelligent Nutrients unique. His belief is that beauty follows health.
“The organic industry is just in its infancy but is in danger of getting polluted fast through our environmental mismanagement of natural resources and business exploitation by green-washing marketers," said Rechelbacher.
In addition to launching the Intelligent Nutrients line of products, the company is also launching concepts stores, as stand alone storefronts and within larger premium retailers, spas and salons starting this fall internationally.
A very ambitious launch strategy is being planned that includes stores in the US, Canada, Hong Kong, Japan, Korea and others right out the gate.
Intelligent Nutrients is a personal philanthropic project for Rechelbacher, while the company itself is a for-profit entity, the majority of the income after taxes will be going to social and environmental projects, especially women’s groups because in his belief, women are the educators.
When asked what the goal is for Intelligent Nutrients, Rechelbacher laughs and says, “My goal is to be bigger than Aveda."
He was able to raise the bar for health and beauty products years ago when he launched Aveda, now Horst Rechelbacher is doing it again by challenging the entire industry and taking organic products to the next level with Intelligent Nutrients
This is the first phase of an entire lifestyle brand with future products to include skin care, body care, maternal/baby care, love therapy, pet care and INvironmental products for the home.
Anke Corbin
recently left her corporate career as VP marketing for a major media
company in order to launch an eco-marketing consulting agency and to
design her first environmentally responsible indoor-outdoor furniture
collection called Anke C.- Real Living launching spring 2008. To
network, for consulting or just to chat, contact Anke at ankecorbin@gmail.com
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