Ooh, this is clever marketing! Aveda’s newest product is the Aveda Tulasara Wedding Eye Masque is inspired by the pre-wedding Haldi ceremony in India where a tumeric paste is applied to both bride and groom so they look glowy on their wedding day. While there’s no intention for this to be used for weddings only, what anxious-to-look-wonderful bride is going to pass this by when it’s got ‘wedding’ written all over it?
Anyway, the ingredient list is full of happy eye things – tumeric extracts (brightening), caffeine (puffiness), algae, licorice root and molasses (dark circles) and sweet almond seed to tighten the skin. The formula has a kind of spa scent – and it’s heavier in texture than most eye creams (hence, masque). In the short term, the benefit will be in hydration and tightening, but longer term, it may tackle dark circles and help skin around the eyes to look brighter. I haven’t tried this one yet (I’m lazy on eye creams and haven’t regularly used one for years – if ever, now I think about it) so just flagging it up as a new launch. For brides. Oh, sorry, not for brides. But, brides will buy it :-).
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