16 July 2024

Master Jam 2012

In Berlin with Aveda’s Master Jam.  The yearly event where research and innovation are celebrated with elegance and creativity.

Berlin, Germany’s trendsetting hotspot, played host to the 2012 edition of Master Jam. The event signed by Aveda was held at the Tempodrom in front of an audience of more than 1000 professionals from all over Europe, Australia, Japan, and the USA.

“The Aveda Master Jam is the most important educational event of its kind,” said Dominique Conseil, Global Brand Manager, “conceived to accompany technical content with creative inspiration. Berlin, as a capital of art, of culture and fashion, was chosen precisely because it offers the ideal setting for beauty professionals on the cutting edge.”

Ray Civello, together with the staff of the Canadian Artistic Team (Tristin Morrison, Morgan Roy and Marta Murray) offered creative tips and moods, presenting interpretations of different styles, ranging from Shirley Temple curls in red to a Twiggy pixie cut interpreted in black.

The Aveda Global Artistic Team – with members Ian Michael Black, Janell Geason, Allen Ruiz and Ricardo Dinis – presented the new Neo Goth collection for autumn/winter. Finally, Jo McKay and Bastian Cassarretto of the Aveda Europe Artistic Team, Daniel Holzberger and Darragh of the Van Michael Salon of Van Council demonstrated the stylistic and creative potential of the latest cutting and coloring techniques.

The winner of the 2012 European Fashionista Award – the award dedicated to the photographic services that narrate the beauty and harmony of the Aveda signature style – was Marie Anderson of the Gary Ingram Salon in London.

The conclusion of the event was emceed by Antoinette Beenders, who took the stage to present braids and bobs mixed with natural elements. Haute couture costumes with a theme of insects and butterflies created by designer Amato enhanced the setting. Similarly, the Dark Star collection – signed by Beenders – was also presented, with Gothic, nomadic, and gypsy suggestions. “Berlin is a city that looks beyond,” affirms Antoinette, and I know that the audience recognizes and appreciates the value of an event like this.”


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