That's A Wrap: Aveda Mid-America Show 2016

Aveda Artists showcase new techniques and incredible artistry.

Aveda The Art and Science of Pure Flower and Plant Essences, proudly concluded a memorable day of performances and technical presentations led by the Aveda Global Artistic Team and Aveda Guest Artists from North America at the Aveda Mid-America Show on October 2nd.

Held in Cincinnati, Ohio, Aveda Mid-America is a celebration of hairdressing for salon professionals and is designed to inspire and educate with technical and creative presentations, while fostering a deep sense of connection to Aveda’s heritage of distinctive artistry and environmental responsibility. More than 1500 regional stylists, spa professionals and salon owners attended the Aveda Mid-America Show with numerous stylists staying on for an extra day of technical workshops.


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This year, the show included the adjacent Aveda Spa Show for estheticians looking to further hone their skills. The show highlighted Aveda’s new skin care launch Tulasâra and featured numerous inspiring presentations from Global Spa Directors Helga Hefner and Marc Zollicoffer; Global Artistic Director for Makeup Janell Geason; Aveda Pure-fumer Guy Vincent; and more.

Highlights from the show day included presentations from:

Ian Michael Black, Aveda Global Artistic Director, Hair Color: The world-traveling Black shared his love of color and fashion by presenting two distinct, but equally gorgeous segments. The first showcased the new Aveda exclusive technique Eclipting™ Color and two different looks achieved by the same technique— one classic and one edgy. For his second segment, three models with vibrantly hued ponytails encased in ornate sequins, wowed the crowd for an editorially focused vision that displayed the power of Aveda color.

Janell Geason, Aveda Global Artistic Director, Makeup: Speaking to the influence of makeup to enhance one’s natural beauty, Geason presented three segments. One featured the new deeper hued shades soon available in the Inner Light™ Mineral Dual Foundation. The second segment gave the audience a sneak peek into Aveda’s limited edition Spring/Summer 2017 collection Solstice Bloom. And the third segment was Geason’s personal collection Gold Noir featuring stunning smoky eyes and beautiful luminescent skin.

Tippi Shorter, Aveda Global Artistic Director, Textured Hair: As one of the most soughtafter hair stylists for textured hair in the entertainment and beauty industries, Shorter presented a brief version of her curriculum on textured hair cutting called Architexture. Shorter cut on stage and then models with varying textures walked the runway; Shorter then shared styling tricks she uses on her celebrity clientele.

Ricardo Dinis, Aveda Global Artistic Director, Hair Cutting: Through artistry and technical expertise, Dinis’ performance featured sculptural haircuts inspired by 1960’s minimalist sculptural art. Cuts on the six models were classic stylings with clean, sharp lines and exquisite  details. “To truly appreciate a beautiful hair cut you have to walk around it, just like a sculpture,” Dinis said.

Lupe Voss and Geno Chapman, Aveda Guests Artists: Aveda Guest Artists Lupe Voss and Geno Chapman teamed up to wow the crowd with superb color and styles that are editorially stunning but meant for everyday looks. “Both Geno and I work behind the chair daily so for the show we took what we do at the salon and amped it up to the next level to present editorial looks that are still accessible and beautiful,” Voss said.

Van Michael Salon, Aveda Guest Artists: The Van Michael Salon team started Mid America with a big drumroll- literally as a marching band joined them on stage while the team presented beautiful hair in varying lengths showcasing cut, style and color. Models inspired the crowd to get ready for a day full of beautiful artistry.

Team Canada as led by Ray Civello, President of Aveda Canada: Civello and the Aveda Canada team closed out the day with a three-segment show designed to inspire, move and motivate stylists to live their best lives. As always the looks were not just striking, but they encompassed meaningful stories. In the final segment, Team Canada did an homage to the honeybee and presented three breathtaking and intricate headpieces constructed of human hair that were shaped like honeycombs. The queen bee and her angel honeybees walked the stage last— a beautiful end to a day full of inspiration.

About: Founded in 1978 in Minneapolis, MN, Aveda creates high performance, plant-based products for beauty professionals and consumers. The company continues to innovate in botanical technologies, drawing inspiration from the principles of modern science with ancient Ayurvedic wisdom. Aveda cares for the guest from scalp-to-soul℠ with performance-driven hair, skin and body products—made with pure flower and plant essences—that are created with respect for the Earth, and a comprehensive menu of ritual-based treatments for holistic beauty.

Throughout the years, Aveda has pioneered new benchmarks of environmental responsibility in beauty. It was the first privately-owned company to sign the Ceres Principles in 1989 - a nonprofit organization mobilizing business leadership on climate change, water scarcity and other sustainability challenges - and the first beauty company to manufacture with 100 percent wind power in its primary facility1 Aveda was also the first beauty company to receive a Cradle To Cradle charter for its commitment to sustainable products, packaging and production. In 2013, Aveda was honored with the first Legacy Leaders Award from Cradle to Cradle for its pioneering role in environmental leadership. Currently 11 products hold Cradle To Cradle certification. Since 1999, Aveda’s annual Earth Month campaign, held each April, has raised more than $38 million to support environmental projects around the world.

Aveda is trusted by salon and spa professionals worldwide. Since 2007, more than half of the fastest growing salons in the U.S. have been part of the Aveda network2  Aveda products are available in Aveda Experience Centers and more than 8,000 professional hair salons and spas in more than 30 countries and at Go behind-the-scenes at Aveda on the blog at