More than 4,000 professionals from around the world have transformed Minneapolis into the world capital of responsible beauty!
The theme of the Aveda Congress 2013, created by Antoinette Beenders, Aveda Global Creative Director, was ‘Nomad’. Antoinette was most likely inspired by the many people in this society who have become modern ‘nomads’ as we travel from here to there without a fixed home, communicating with people around the world through new technologies and social networks.
Thus, on Sunday the spectacular grounds of the Minneapolis Convention Center welcomed more than 4,000 of these modern ‘nomads’, offering non-stop programs that saw some of the best stylists in the world perform on stage. Starting with Antoinette Beenders herself, who stunned the audience during the inspirational show of the Congress, inspired by the magic and creativity of the circus world. Then other outstanding artists associated with the brand performed, like Allen Ruiz, current holder of the NAHA title for Hairdresser of the Year, the brilliant colorist Ian Michael Black, or the prestigious stylists Jon Reyman, Ricardo Dinis, Sal Misseri, Ray Civello, Tippi Shorter and Heggy Gonzalez, among others. A special mention goes to X-Presion, a Spanish hairdressing group dedicated exclusively to R+D+I, special guests invited by Antoinette herself, who managed to bring the audience to its feet with a show packed with innovative techniques and presentations seen for the first time in the United States, the revolutionary #xpresionthread technique.
The Aveda Congress was not only a sustainable creative explosion on stage, but also a celebration of the spirit that defines Aveda and all professionals associated with the brand in a common commitment to environmental conservation, the responsible use of natural resources and non-negotiable commitment towards a world that is more environmentally sustainable and socially just. So, starting with Dominique Conseil, President of Aveda Global and Shiv Nath Tandon, Aveda Tribe Elder, the Aveda team introduced multiple eco-sustainable and charity projects undertaken by the brand and its worldwide partners. Also, Aveda presented to the press the new Dry Remedy line, specially formulated to give new life to dry hair, formulated with Brazilian Buriti tree oil, known as the tree of life.