For two decades, Bain de Terre has been a pioneer in botanical haircare products, combining nature and science to provide hair with spa-style treatments. To celebrate the 20th anniversary of the company and its Recovery Complex line, Bain de Terre tapped renowned stylist John Donato to help relaunch the line with a re-imaging campaign that returns to the company's spa heritage and portrays simple, elegant, healthy hair. And Donato couldn't have been happier to be on board.
"It was great to work on creating images for this initiative," says Donato, who is no stranger to the products: Before opening his two namesake salons in Toronto and building a client roster that includes stars from Mick Jagger to Molly Sims, he worked with Bain de Terre as a stylist, platform artist and, ultimately, as the company's artistic director, a post he held until 1997.
"When they launched Recovery Complex Shine Serum, it set the standard in the industry for shine and repair," Donato says. "Not only was it the first shine serum, but it was the only one that also restored the hair. I think it's still the standard today."
In designing the styles for the campaign, Donato's goals were simple: "to create looks that are elegant, shiny, wearable and touchable." For the image shown on this page, he shampooed the hair with Bain de Terre Green Meadow Shampoo and conditioned it with White Clover Balancing Conditioner. He used a curling iron throughout, with hot rollers at the ends to create texture.
"I set the hair with the rollers, and then worked my magic with a little Recovery Complex," Donato says. "The look is about taking a beautiful woman and showing off her shiny, healthy hair—something everyone wants."
Donato totes the serum to his other shoots as well, using it on models and celebrities for the covers of such magazines as Vogue, Elle and Harper's Bazaar. "I like to use it to change styles from one shot to the next, especially if there's a buildup of product in the hair," he says. "I can use the Shine Serum to break down that buildup, and to put life and shine back into the hair."
But Donato thinks it's Recovery Complex's everyday uses—adding shine and health to lifeless, day-worn hair—that's kept the product at the front of the shelf for so many years. "As hairdressers and clients, we sometimes make styling more than it is," Donato says. "For someone with long hair, regular trimming and a little Recovery Complex every day will take you a long way." For more information, visit www.baindeterre.com.