Search Results: Cassadie Blackwell
“Gangs of Aveda” stage
Amidst all of the big stage presentations by the major brands on the Premiere Orlando floor, Aveda stood out from all the others in terms of overall concept and style. Located between bright, colorful jumbotrons from neighboring stages, Aveda’s steampunk-inspired set-up called “Gangs of Aveda” featured gas lamps, a trompe de l’oeil victorian cityscape, and raw wood features to create an effect that was both minimalist and opulent at the same time.
This juxtaposition of two contradictory elements was the crux of the overall creative concept for Aveda’s 2011 Premiere Orlando presentation. “Steampunk” is defined as a style (represented in fashion, art, and literature”> that combines elements of the industrial revolution, victorian era and futuristic sensibilities. It is romantic, yet modern; delicate, yet edgy. Aveda’s cohesive Steampunk theme put forth an innovative and truly unique aesthetic that was much deserved of all the buzz it received.
“Aveda’s Steampunk models”
“Aveda’s Steampunk models”
From concept to execution: creating Steampunk hair
The underground Steampunk culture has been around for the past two decades and Aveda was faced with the challenge of creating its own unique vision of Steampunk hair. Hannah Cannon of the Aveda stylist concept team responsible for creating the show’s looks explained that their goal was to create a look that was both sleek and smooth but retained a lot of volume. The result: high-drama, multi-textured coifs that lent themselves perfectly to the overall show concept.
To create the styles that relied on the fusion of both straight and curly textures, Aveda stylists crimped and teased models’ hair into geometric shapes using styling aids with a lot of hold and finished them with smoothing serums to give them a high gloss and sleek finish.
To create this look, stylists braided hair then teased out using volumizing product and finished with a serum
Stylists straightened this natural head of curls and used bobby pins to crimp sections midway down the shaft. Hair was teased and then volumized for the final look
It was refreshing to see Aveda, a 30 year old company known for its quality and wholesome products, push the envelope and show us an innovative, fresh and forward thinking presentation.
AG’s new Curl category
When you go to buy your AG Re:coil, be prepared for a fresh new look.
Beginning this month, AG Hair Cosmetics is undergoing a dramatic face lift. In addition to a new logo and new colors, the company is taking a new approach to finding the products that are right for your hair type.
The company is unveiling its makeover with the debut of its Curl Category. Every other month after that, a new hair type-specific category will launch, with a color-coded system that will make it easy to find the right products.
Why are curls leading off the company’s new direction?
We are kicking off with our top-selling, most popular line and we felt it would make the biggest bang,” explains AG spokeswoman Tatiana Jovic. “Re:coil has been our top seller since we launched it six years ago, in large part because of NaturallyCurly.com.”
When it was developing its famed Re:coil curl activating balm, AG harnessed the power of the NaturallyCurly to find out what curlies were looking for in a product, and used the community to help fine-tune the formula. It now is a beloved holy grail product for a wide variety of curlies.
In addition to the Re:coil Curl Activating Balm, Re:coil Shampoo and Re:coil Conditioner, the curl category also includes Details Defining Cream, Liquid Effects Extra-firm Styling Lotion and Mousse Gel.
“These were all products that were targeted at curly-haired people,” Jovic says. “We never actually categorized our products in the past, but we did recommend certain regimens. Now there’s no question what products are right for their curls.”
In addition to helping curly consumers, the change will also make it easier for their stylists to recommend the right products for their clients.
In coming up with the new look, AG wanted to freshen up its signature bottles and make it easy to distinguish one category from another. This was accomplished through its bold new logo, a new splash of color and clear identification of the category.
The company also freshened up its web site and added a new tagline: Use. Love. Repeat.
“The tagline came out of the fact that AG doesn’t just have customers; they have converts—people who try the brand once, love it and are forever loyal,” says Katie Ainsworth, associate creative director of Rethink Communications.
Next out will be the Volume category, launching in March.
AG’s look has evolved since it was founded 20 years ago by John and Lotte Davis in Vancouver, Canada. But the 2010 changes are by far the most dramatic, and represent a new philosophy.
“After 20 years, we thought it was time for a new look and a new approach,” says Lotte Davis.
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