THE DETAILS: More than 3000 salon professionals came to the Minneapolis Convention Center to get intense education in cut, color, style, texture, trend, make up, business and more. Aveda stuperstars, including Allen Ruiz, Jon Reyman, Ricardo Dinis, Janell Geason, Tippi Shorter, Ian Michael Black, Van Michael and others offered a full day of education in theater style. Hundreds of models were prepared for the multiple presentations leaving attendees inspired, entertained and educated.
MORE GLOBAL THAN EVER: "This Congress is more global and diverse than ever before," says Kevin Molin, Executive Director of Aveda Technical Education. Each member of the Aveda Global Artistic Team led a group of experts from around the world. "This is a new format for use that we are eager to share." Artists from more than 20 countries particpated in this congress.
THE TRIBAL BAZAAR: The lobby of the convention center was the setting for the Aveda bazaar. the place to shop, mingle and meet with Aveda Research and Development scientists to learn more about the science behind many of the products in the Aveda world.
THE GRAND FINALE: The day wrapped up with a breathtaking presentation from Antoinette Beenders, Aveda Global Creative Director, who presented 43 performers and models in various styles, all with the "Nomad" theme. Segments included Circus, Wind, Invati Magic, Environment and Color Bomb. Beenders recreated one of her favorite looks from the most recent Fashion Week which she demonstrated from start to finish on stage. "My inspiration is always our audience," said Beenders following the show. "It takes months to create this vision and we make sure to offer the best education to the professional, combining beautiful hair with the environment and high performance."
THE LAST WORD: This was the third Congress for Hilary Cowdin of Liv Salon and Spa of Mankato, Minnesota. "It's amazing how much information and inspiration was wrapped up in one day," she said after the show. "What I love is that I was provided with techniques and ideas that I can use immediately in the salon. It was the best Aveda Congress yet."