It’s Good to be Green
WHO: Antoinette Beenders, Aveda V.P. Creative Director. WHERE: The Bathhouse Studios, NYC. WHAT: Behind the scenes of the photo shoot for the new in-store collateral materials and advertising campaign for the extension of Aveda’s Green Science line.
DETAILS: Beenders looked at 150 models before settling on the model with “not just great hair and a great face, but a beautiful back.” The sculpted look took four hours to create. “It’s my take on the traditional, sculpted French pleat,” says Beenders. “A twist with a twist. The fluffiness is on purpose. I love this look because it is globally appealing.” The model is “dressed” in ingredients found in the Green Science skin care line—cistus, rose geranium and rosemary.
THE PRODUCTS: “It’s the Aveda response to aging,” says Beenders. “The line-up, launched last year, includes Lifting Serum, Line Minimizer, Firming Face Crème, Firming Eye Crème and Masque-age. New to the line as of September 1 are Perfecting Cleanser and Replenishing Toner.”
WHAT THEY DO: Green Science harnesses a proprietary skin-renewing blend of high-tech plant actives to lift and firm the skin and minimize lines and wrinkles. ”It’s clinically proven to perform in just four weeks: 41 percent noticed a more lifted appearance and a 37 percent reduction in the appearance of lines and wrinkles.”
PARTING QUOTE: “I wanted to bring to life Aveda’s botanical hair and skin care authority with an image truly evocative of nature and the transformative power of professional products,” says Beenders. “The hair is all about texture, which will be back in a big way this autumn/winter.”
Visit aveda.com for more information on Green Science.
Photography: Ruven Afanador