More than 3,500 professionals from around the world have transformed Minneapolis into the world capital of sustainaible beauty during the 17th edition of Aveda Congress.
The theme of the Aveda Congress 2015, created by Antoinette Beenders, Aveda Senior Vice President, Creative, is ‘SPIRIT’: an awe-inspiring celebration of the collective spirit of the Aveda Tribe and the unique spirit in all of us.
The event was dedicated to the memory of Horst Rechelbacher, Founder of Aveda, who passed away last year. Horst created the Aveda Congress Festival back in 1987. What began as an event for 200 people has become a global celebration attracting an average of over 3,500 of the top industry leaders and professionals from around the world.
Yesterday the beautiful grounds of the Minneapolis Convention Center welcomed thousands of international Aveda Tribe members, 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 wondrous, fascinating main show of the Congress, ‘Symphony of the Senses’ – inspired by the four classical elements: Water, Earth, Air & Fire.
Other outstanding artists associated with the brand performed, like the coveted Aveda Global Artistic Team, including Allen Ruiz (Hairstyling), Ian Michael Black (Hair Color), Ricardo Dinis (Hair Cutting), Tippi Shorter (Textured Hair) and Janell Geason (Makeup). The opening session also offered the latest in coloring, cutting and styling techniques, to educate and inspire attendees from all over the world, with the stunning presentations of Aveda Team Canada led by Ray Civello; Aveda Men led by Master Barber Kurt Kueffner with Darren Potter and Stel Nicolaou; Gary Manuel; Steven Laudat; Lupe Voss; Gila Rut Salons led by Keri Davis; Bastian Casaretto, Artistic Director, Aveda Germany, Austria & Switzerland; Textured Hair Master Charlotte Mensah; and Michael Baker. Today Aveda Congress 2015 presentations continue with Aveda Guest Artists Jon Reyman, Ana Karzis, Van Michael Salon Team led by Van Council, Heggy Gonzales, Jo McKay and the Aveda Team Japan, among many others.
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, Global President of Aveda, the Aveda team introduced multiple eco-sustainable and charity projects undertaken by the brand and its worldwide partners.
Also, Aveda presented the new LOVE composition oil, inspired by the memory of Horst Rechelbacher. $4 U.S. of every purchase price of Aveda LOVE will support climate change initiatives through the National Audubon Society. “Horst showed us how powerful love is,” said Dominique Conseil, who was joined on stage by Horst’s wife Kiran Stordalen and daughter Nicole Rechelbacher. “He was the change he wanted to see in the world; ultimately, Horst’s message was LOVE.”
Photos: Sergi Bancells & Erkan Güzel
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