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We’re talking about Aveda: BEAUTY IS AS BEAUTY DOES.

How Do They Do It?

At The ABA Show, Aveda was ready. I spoke with Ray Civello, CEO President of Aveda. He was telling me about the feature which was DEEP HAIR, a new hair colour product. This is a hair colour with new technology. Lifting pigment causes damage to hair, but this is hair colour that does not lift colour. It goes on top, so rather than weak highlights, there are solid panels upon panels of hair colour, putting darks with oranges. This is the NO TWO ARE THE SAME COLLECTION.

It is a unique celebration that everyone is a unique being. It’s all about style, comfort level and the essence of the individual. The shape is stronger and the lines are cleaner. Aveda is picking it up and collecting the energy. Because there are more solid panels, the movement with the panels are practical, elegant and stylish at the same time. People come in to take in the evolution of Aveda: a time when clothes are more tailored and jeans are dressed up rather than dressed down.

It’s All About the Partnership

It’s all about the energy that makes a product. Aveda’s plants are not your typical mass-producing buildings. Aveda has partnerships with countries like Brazil and Bulgaria to create energetic products. Their products are not made in a lab, they are done with hands, digging through the land, using the sun’s light and pressing the oils by hand. This helps promote fair equity and trade, allowing countries in the partnership a chance to become more sustainable. 10% goes to the education system, and the energy from the indigenous peoples efforts makes us feel good.

The Aveda products are 85% post consumer recycled material and they have been environmentalists for thirty years. Their facilities are 100% wind-powered which is a positive step towards the environment.

Aveda was on the main stage in the morning, with the models wearing purples, blues and pinks. The make-up and hair fir into the boldness of the trends. The Ford Models that displayed the looks were polished. This is a time for short hair because long is now boring! Cuts are individualised and dependent upon bone structure and height, thus, cuts are customised. With over thirty schools across North America, Aveda shows how their palate is interchangeable. . . and amazing!

By: Rita Patel