The art and science of pure flower and plant essences is the core of Aveda. The beauty products are alive with the life force of plants, and contain pure essential oils. Aveda call them Purescriptions\u2122. While they specialize in hair care, they offer other plant-based products\u2014skin care, makeup, pure-fume\u2122, aromas and lifestyle – that are all professionally developed, clinically tested, and go to exceptional lengths to be respectful of the earth. The Aveda professional network, nearly 7,000 salons and spas worldwide, share the company commitment. Ever since a hairdresser founded Aveda in 1978, the products have been harvested with respect for the earth, in harmony with the web of life.<\/p>\n
Aveda’s latest hair care system, Invati\u2122, and have seen the gorgeous imagery that brings those products to life.\u00a0 Now, discover how it all came together with a behind-the-scenes look at Aveda’s Invati\u2122 photo shoot. Led by the vision of Global Creative Director Antoinette Beenders, the shoot transpired in the place where it all began –\u00a0India.
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\n“Invati\u2122’s creation began when they consulted with the Ayurvedic Doctors Vinod and Kusum Upadhyay, who are based in Haridwar, India, to help them select the most potent herbs for aging scalp and thinning hair — so shooting in India brought Aveda full circle, says Marianne Knutson, Vice President Global Marketing for Aveda. Invati\u2122 is an expression of our brand’s roots; we wanted to reflect authenticity in the imagery, in the name, the technology and ingredient sourcing. There was no better place to animate Invati\u2122 than in India. The Aveda photo team traveled to the ancient Amber Fort of India, near Jaipur, to create and capture the essence of Invati\u2122 on film. Beenders, who says she always wants to push the boundaries for the perfect shot, did just that, shooting on-location in nearly 100% humidity.\u00a0 “The final beauty image you see in our store windows belies the chaos we dealt with to get that perfect shot. We arrived on location the day before a major storm was due to break, so the humidity was just unbelievable –\u00a0far from ideal for a photo shoot.\u00a0 Our model, Asal, has beautiful naturally curly hair and I’d always envisioned the Invati\u2122 imagery featuring long, flowing curls. But the weather wasn’t going to let that happen.”<\/p>\n
Beenders, an internationally renowned, award-winning hairdresser recognized with the Global British Masters Award, British Hairdresser of the Year Award, and the British Fellowship Hairdresser of the Year Award, among others, came prepared. “I used Aveda Smooth Infusion\u2122 — I travel equipped for every eventuality — to style her hair wonderfully straight with an ethereal touch. And now, we can’t imagine our Invati\u2122 girl any other way.”
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\nFor more information on the Invati\u2122 three-step hair care system including an Exfoliating Shampoo, Thickening Conditioner and Scalp Revitalizer please visit <\/p>\n