Aveda, led by Global Creative Director Antoinette Beenders, presented bright, floral hair looks at the 2018 North American Hairstyling Awards in Las Vegas during CosmoProf. Five models were given hair transformations using Aveda-colored tresses in pink, blue, orange, green, and yellow, thanks to the genius of Global Artistic Director of Hair Color Ian Michael Black and soon-to-be-released haircolor. There was also a rhinestone-covered dancer that served as the center of a flower during a performance; she was surrounded by five models who posed as the petals.
Using Aveda makeup and skin care, Janell Geason, multi-year NAHA Makeup Artist of the Year, and Aveda Global Artistic Director, Makeup, led a team to create a luminous, neutral-glam look on the models to complement, not compete, with the colorful hair and dresses. The dewy-skin look was created using TulasāraTM Radiant Oleation Oil on face and body for a radiant, blurred highlight effect.
Beenders landed on the concept by looking to Aveda’s own foundation. “We’re actually coming back to the future with Aveda’s 40th year anniversary this year,” she told us. “Know What You’re Made Of is our latest campaign. What is Aveda made of? The art and science of pure flower and pure plant essences. The science is the haircolor, the art is our craft and the flowers are, well, the flowers!”
GET THE LOOK:
First, the hair was prepped and the underneath layers were crimped to serve as a foundation and support for the floral hair creations, which were created from extensions. Two strips of extensions in two different colors were sewn together, one on top of the other. The base was rolled up into a circle and sewn together. Then, the extensions were razor-cut to emulate a blooming flower.
A version of the artistic presentation shown at NAHA will come to life again as one of the many presentations at Aveda Congress, the upcoming global celebration in honor of the craft of hairdressing and the Aveda network. The theme of Congress is “Know What We’re Made Of,” and will bring to life the core values of the Aveda brand.
Taking place October 6-9, 2018 at the Minneapolis Convention Center in Minneapolis, Minnesota, Aveda Congress is a four-day event that recognizes top talent, inspires and educates with technical and creative presentations, and fosters a deep sense of connection to Aveda’s heritage of distinctive artistry and social responsibility. The event is open to all who are interested in the craft of hairdressing, Aveda network or not. More information and tickets are available at avedacongress2018.com.
*photos courtesy of Aveda