Untitled - PHILIPPE REYTER coiffure

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SUBLIME
SPRING/SUMMER 2010
Intense flashes of light in hair, cuts that
are shattered and “unstyled”— inspired
by the rule-breaking of Punk, Goth & New
Romantics — refined for sublime texture,
volume & finish. Invoking the 80s. “A raw
free spirit, but still feminine,” says Antoinette
Beenders, Aveda’s global creative director.
Out-of-the-box techniques & thinking,
rooted in our mission to set an example in
the world of beauty — in creative vision and
environmental stewardship.
SHATTERED EDGE
T H E V I S A G E­ — C U T
Inspired by the hair styles of the New Romantic
band of the same name —“cuts with lots of
movement, lots of disconnection — they were
just so elegant,” says Erminio Fiocca, artistic
director, Aveda Academy London. “At the same
time, a sublime, raw beauty.”
Erminio updates with a round graduation through
longer, disconnected top panels and classic
undercutting techniques. Length is “like a new
hair cut that’s 3 weeks old, not freshly cut.” The
idea, overall: “getting a sublime, soft, natural
finish” that is more individual, that is authentic
to her style. Just like Aveda, which sees beauty
in harmony with life and its processes; beauty
as craft, not just product result.
Styling Details: Light Elements™ Shaping Wax
BLONDE REMIX
THE VISAGE—COLOR
“Very early 90s, a ‘material girl’ bleached-out
look with a softer vibe,” says Ian Michael
Black, technical director, Aveda Academy
London. Bleaching to lift color with a full-head
lightener — what Ian calls a “refined virgin
application,” toning and neutralizing, “quite
extreme but beautiful — not too ash or too
warm — buttery blonde.”
Instead of starting with mid-lengths and ends,
Ian works through isolated root foils to ensure
even coverage, get extra lift and prevent the
product from drying out. “What’s exciting is that
we’re creating a blank canvas…the possibilities
are whatever you want them to be.” Change
like this happens when you take risks, which
is why we, at Aveda, keep pushing boundaries
to make our products more environmentally
responsible — as well as customizable, for
infinite artistic freedom.
Styling Details: Smooth Infusion™ Glossing Straightener
DECONSTRUCTED CLASSIC
THE VISAGE—STYLE
A matte finish that moves — subverting
a classic shape by moulding hair in
different directions, an editorial look
that’s easy to style at home. “We really
played with the long, disconnected
longer lengths through the top panels,”
says Antoinette Beenders. “Creating
structure but with free-hand, freespirited techniques.” While the style
ebbs, there’s unity to it, similar to our
goal at Aveda — with one mission in
mind, to make the world a better place
for future generations.
Styling Details: Light Elements™ Shaping Wax
FLASHES OF COLOR
T H E T O YA H — C O L O R
“We used two intense tones that most colorists
don’t put together and mixed ROs with RVs to get
rich, ruby red colors,” says Ian Michael Black.
Bringing hair alive by “building blocks of color
through the head, lighter flashes juxtaposed
with slightly more intense, stiffer tones over the
top — thinking about where to accentuate the cut
and create movement.” Together, the cut and color
create a versatile, multi-dimensional surface, on
which color “collages” in constantly shifting ways.
Says Allen Ruiz, owner of Jackson Ruiz Salon in
Austin, Texas, “We used a razor to cut the entire
bob, creating some bulk, but still textured, leaving
some fat ends. It’s really about looking at classic
shapes and experimenting — whether it’s using a
texturing tool or a razor.” It’s creativity like this that
we encourage in Aveda artists. Moving beyond a
rigid set of rules allows for inspiration and ingenuity.
Styling Details: Volumizing Tonic,™ Air Control™ Hair Spray, Pure Abundance™ Hair Potion
RAZORED GRACE
THE RAMA—CUT
“Like an early Grunge,” says Antoinette
Beenders — with an influence reminiscent of
an 80s girl rock band. “A bob — cut entirely
with a razor, backcombing on dry hair.”
Rather than diffusing or shredding the ends,
Antoinette chops more at the hair, a blunter
approach to using a razor — what she calls
“slazoring.” Inventing and reinventing — combining the unexpected, “a cut that’s
somehow industrial and elegant at the
same time.” Blending opposites to create
something entirely new — like we do at
Aveda, discovering new raw materials
and ways of bringing together beauty with
science, nature with technology.
Styling Details: Phomollient™ Styling Foam, Be Curly™ Curl Enhancer, Air Control™ Hair Spray
DISTRESSED TEXTURE
THE RAMA—COLOR
“We wanted it to be quite choppy,
broken up with color, almost grown-out
looking with roots showing,” says Ian
Michael Black, “building texture through
juxtapositions of fine and chunky bits
with light and dark shades — working
fine weaves next to really thick weaves,
leaving out little sections here and
there, brown tones peeking through
the hair.” At Aveda, we believe in doing
more than is expected — whether it’s
advancing hair color techniques, like
this, or treating guests to complimentary
Sensory Rituals when they come for a
cut or color — it all comes full circle.
Styling Details: Phomollient™ Styling Foam, Be Curly™ Curl Enhancer, Air Control™ Hair Spray
ROUGH PLAY
THE RAMA—STYLE
“We roughed it up to maximize her texture,” says
Allen Ruiz — hair that’s unstyled and still sophisticated,
playing up blunt layers. “It reminds me of the frayed
edges of spring/summer collections — slightly
unfinished but quite elegant.”
Keeping with the concept of the dry razored cut — Allen goes with a matte finish, leaving the
contrasting colors and chunky layers to create
dimension. As artists, we’re trained to see the
potential in everyone and everything — whether it’s
a Brazilian urukum seed or hair that’s never seen a
stylist’s chair. It’s this level of experimentation and
creativity that defines us.
Styling Details: Pure Abundance™ Hair Potion, Air Control™ Hair Spray
BLUE ELECTRIC
THE UMA—BLUE
Reinventing the smoky eye, deconstructed in
bold blue. Creating an unexpected horizontal
shape, drawing attention to the eyes. “Cheeks
reflect a strong contour popular in the 80s,
elevated to a monochromatic and warm bronze
with a peachy lip,” says Janell Geason, Aveda
makeup artist. No trend is set in stone — rules
broken, new aesthetics realized. We believe
that beauty is defined by inner and outer
wellness — a balance between how we look,
how we feel and how we live, which is why
even our makeup and skin care products reflect
consideration of not only the environment, but
our physical response to aroma — elevating the
senses, and sense of well-being.
Makeup Details: Color Options™ Eye Shadow Transformer, Petal Essence™ Eye Definer in Black Orchid,
Petal Essence™ Eye Color Trio in Blue Dawn, Eye Color Trio in Gobi Sands, Lip Glaze in Mango Juice
POWERFUL FORCE
THE UMA—SMOKEY
Elevating Goth with a strong eye and intense
lip…executed in an elegant way. “Rich,
saturated colors invoke a fierce spirit,”
Janell Geason says. “Paying attention to
how culture influences style, taking risks
with different shapes.”
Makeup, like fashion, is an expression of
the self — like here, a force to be reckoned
with. At Aveda, we encourage everyone
to give back to themselves and others,
even in small ways — walking for water,
recycling or using products that care
for the Earth and benefit underserved
communities around the world.
Makeup Details: Color Options™ Eye Shadow Transformer, Petal Essence™ Eye Color Trio in Plum Mist, Eye Color Trio in Gobi Sands,
Mosscara™ in Black Forest, Nourish-Mint™ Lip Liner in Hawthorn Berry, Nourish-Mint™ Smoothing Lip Color in Passion Flower
CREDITS
Global creative director: Antoinette Beenders
Technical director: Ian Michael Black
Artistic directors: Erminio Fiocca, Allen Ruiz
Global director, makeup: Rudy Miles
Makeup artist: Janell Geason
Photographer: Miguel Reveriego
Designer: Anna Kulzick
Copywriter: Amy Covington