1. style and fashion
2. beauty
3. hair care

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S PR I N G
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C OL L E C T ION
SPR I NG 2015 COL L EC T ION
Sometimes it’s not just about the latest trend — it’s
about taking a cue from the natural beauty around
you . T he pr a i r ie w here we shot t h i s c ol le c t ion
couldn’t have been a more perfect place for that,
blooming with all kinds of interesting wildf lowers
and buzzing with bees, butterf lies and dragonf lies.
Our time off-the-grid felt almost magical, creating a sense
of freedom and ease that translated to each look. Hair is
as cool, breezy and varied as the plants of the prairie with
sleek and choppy bobs, tousled waves, edgy textured layers
and larger-than-life ’70s-inspired curls. Blonde is having a
moment too, but this time it’s refined to be just the right
tone for you, and makeup is soft and natural with vibrant
wildflower pops of color here and there. Whether you
feel like channeling your inner rock star, bombshell or
flower child, there’s a bit of something for everyone here.
It wasn’t only the prairie’s beauty that drew us there. Native
tallgrass prairie is becoming increasingly rare, and so are
all the wild bees who live there and pollinate such a lovely
abundance of blooms. We hope these images inspire you — not only to experiment with some beautiful new looks,
but to protect the world you live in and the creatures who
live in it too, because nothing is more beautiful than that.
ANTOINETTE BEENDERS
global creative director
VA L E R I A
pure abundance ™ style-prep,™ light elements™ texturizing creme,
control force ™ firm hold hair spray, coriander petal essence ™ single eye color
T
“Today it’s about individuality. It’s not one shape
or texture. It’s not one look. Blonde can be many
things and feel very different to different people.”
IAN MICHAEL BLACK
artistic director for hair color
A LYON A
ash enlightener ™ blonde finish protective toner, color conserve ™ conditioner, volumizing tonic,™
light elements™ smoothing fluid, sheer peony nourish-mint™ sheer mineral lip color
H E N R I E T T
brilliant™ damage controll,™ phomollient™ styling foam, light elements™ texturizing creme,
brilliant™ medium hold hair spray, pink hibiscus nourish-mint™ rehydrating lip glaze
L
“Little imperfections in hair look
natural and beautiful. That’s what
you see here: beauty by nature.”
ALLEN RUIZ
artistic director for hair styling
Z A N N A
gold enlightener ™ blonde finish protective toner, brilliant™ damage control,™ phomollient™ styling foam,
light elements™ texturizing creme, brilliant™ medium hold hair spray, fire poppy nourish-mint™ rehydrating lip glaze
F
“For makeup, shapes are delicate, like a petal or a butterfly
wing, and shades are well-diffused. Nothing’s overdone.”
JANELL GEASON
artistic director for makeup
VA L E R I A
coriander and rose gold petal essence ™ single eye colors, sheer peony nourish-mint™ sheer mineral lip color,
pink hibiscus nourish-mint™ rehydrating lip glaze, control paste ™ finishing paste, air control™ light hold hair spray
T
“The wind is giving its own natural
finish to hair.”
ALLEN RUIZ
artistic director for hair styling
L I L I
pure abundance ™ style-prep,™ control paste ™ finishing paste, air control™ light hold hair spray,
sheer peony nourish-mint™ sheer mineral lip color
A LYON A
color conserve ™ shampoo and conditioner, volumizing tonic,™ witch hazel light hold hair spray,
air control™ light hold hair spray, rose gold petal essence ™ single eye color
S
“Spring is when people start letting their texture fly a
little bit. Curls are light, airy, touchable and soft.”
TIPPI SHORTER
artistic director for textured hair
M E RON
dry remedy ™ moisturizing shampoo and conditioner, be curly ™ style-prep,™
brilliant™ humectant pomade, dry remedy ™ daily moisturizing oil, amazonia uruku bronzer
T
“Technique is important when creating
beauty, but it’s also about letting go
and following your instincts.”
RICARDO DINIS
artistic director for hair cutting
L I L I
pure abundance ™ style-prep,™ pure abundance ™ hair potion, control paste ™ finishing paste,
air control™ light hold hair spray, sheer peony nourish-mint™ sheer mineral lip color
VA L E R I A
plumeria petal essence ™ single eye color, magenta berry nourish-mint™ smoothing lip color,
dragon fruit nourish-mint™ lip liner, control paste ™ finishing paste, air control™ light hold hair spray
L
“Lips are like meadow flowers — darker at
the center and slightly stained at the outer edges.”
JANELL GEASON
artistic director for makeup
I
“It’s all about refining the shade of blonde, so it feels really
special — a lot like the wildflowers in this field.”
IAN MICHAEL BLACK
artistic director for hair color
VA L E R I A
beige enlightener ™ blonde finish protective toner, pure abundance ™ style-prep,™
light elements ™ texturizing creme, control force ™ firm hold hair spray, coriander petal essence ™ single eye color
L I L I
pure abundance ™ style-prep,™ light elements™ texturizing creme,
control force ™ firm hold hair spray, pink hibiscus nourish-mint™ rehydrating lip glaze
W
“We’re channeling a time when beauty
was much more unique and natural — not so forced or fixed.”
RICARDO DINIS
artistic director for hair cutting
POLLEN
NATION
R A R E
H A BI TAT
We shot this collection on a Minnesota prairie — not only
because of its raw, natural beauty — but to raise awareness
about the simple actions we can all take to help bees and
other pollinators thrive. A haven for pollinators, native
tallgrass prairie is one of the most endangered habitats,
with only 4% remaining in North America. Habitat loss
like this, along with widespread use of pesticides and
other harsh chemicals, are part of a complex array of
issues causing bee populations to dramatically decline.
G E N E ROUS
I N S T I NC T
Just like bees need a wealth of flowers, we also need a wealth
of bees! Their pollination lets us enjoy an abundance
of flowers, fruits, nuts, vegetables and healing herbs. In
fact, they generate 1 out of every 3 bites of food we eat.
AV E DA
BU Z Z
While our network’s efforts have helped fund several
habitat restoration projects, we are also restoring part
of the 58 acres of Certified Wildlife Habitat® housing
Aveda’s headquarters to native tallgrass prairie. This
provides friendly flowers for wild bees and our own
honeybee colonies, which we care for according to holistic
principles focusing purely on the colonies’ survival.
We love our bees!
B E E A H E RO. TAK E AC TION!
Plant a diverse array of native, pesticide-free
flowers in your garden or window box.
Purchase certified organic produce whenever possible.
Avoid using pesticides, herbicides and other toxic household chemicals.
Allow parts of your yard to “just bee.” Brush piles,
stumps and logs provide nice nests for bees.
Learn more at www.xerces.org, join their Bring Back
the Pollinators Campaign and spread the word!
ANTOINETTE BEENDERS global creative director
RICARDO DINIS artistic director, hair cutting
IAN MICHAEL BLACK artistic director, hair color
ALLEN RUIZ artistic director, hair styling
JANELL GEASON artistic director, makeup
TIPPI SHORTER artistic director, textured hair
RIE HIRABAYASHI aveda editorial artist, hair cut and styling
TAYLOR TIHLARIK aveda mentor purefessional,™ makeup
HOLLY LESHOVSKY aveda master educator
JENNY HANDS photographer
CLAIRE MOYLE designer
LAUREN LANDER writer
Thank you to everyone at the Cowling Arboretum
who made this shoot possible, and to everyone who
helps maintain it for all to enjoy (bees included).
a
OU R M IS SION AT AV E DA IS TO C A R E FOR
THE WOR LD W E LI V E IN, FROM THE
P R O D U C T S W E M A K E , T O T H E WA Y S I N
W H I C H W E G I V E B AC K T O S O C I E T Y. AT
AV E DA , W E S T R I V E T O S E T A N E X A M PL E
FOR EN V IRONMENTA L L E A DER SHIP A ND
RESPONSIBILITY, NOT JUST IN THE WORLD
O F B E A U T Y, B U T A R O U N D T H E W O R L D.
HORST RECHELBACHER, FOUNDER
100% post-consumer recycled paper. Please recycle.
©Aveda Corp., Minneapolis, MN 55449-7106 800.328.0849 USA / 763.951.6999 aveda.com
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