The east coast has its shows and the west has theirs, but Mid-America is not to be left out with the biennial Aveda Mid-America Show! Estetica joined the party for their beautiful message, where the Aveda Global Artistic Team & Aveda Guest Artists got a chance to inspire, teach & celebrate hair.
Held in Cincinnati, Ohio, Aveda Mid-America is a celebration of hairdressing for salon professionals and is designed to inspire and educate with technical and creative presentations, while fostering a deep sense of connection to Aveda’s heritage of distinctive artistry and environmental responsibility. More than 1500 regional stylists, spa professionals and salon owners attended the Aveda Mid-America Show with numerous stylists staying on for an extra day of technical workshops.
This year, the show included the adjacent Aveda Spa Show for estheticians looking to further hone their skills. The show highlighted Aveda’s new skin care launch Tulasâra™ and featured numerous inspiring presentations from Global Spa Directors Helga Hefner and Marc Zollicoffer; Global Artistic Director for Makeup Janell Geason; Aveda Pure-fumer Guy Vincent; and more.
Highlights from the show day included presentations from: Ian Michael Black, Aveda Global Artistic Director, Hair Color: The world-traveling Black shared his love of color and fashion by presenting two distinct, but equally gorgeous segments. The first showcased the new Aveda exclusive technique Eclipting™ Color and two different looks achieved by the same technique— one classic and one edgy. For his second segment, three models with vibrantly hued ponytails encased in ornate sequins, wowed the crowd for an editorially focused vision that displayed the power of Aveda color.
Janell Geason, Aveda Global Artistic Director, Makeup: Speaking to the influence of makeup to enhance one’s natural beauty, Geason presented three segments. One featured the new deeper hued shades soon available in the Inner Light™ Mineral Dual Foundation. The second segment gave the audience a sneak peek into Aveda’s limited edition Spring/Summer 2017 collection Solstice Bloom. And the third segment was Geason’s personal collection Gold Noir featuring stunning smoky eyes and beautiful luminescent skin.
Tippi Shorter, Aveda Global Artistic Director, Textured Hair: As one of the most soughtafter hair stylists for textured hair in the entertainment and beauty industries, Shorter presented a brief version of her curriculum on textured hair cutting called Architexture. Shorter cut on stage and then models with varying textures walked the runway; Shorter then shared styling tricks she uses on her celebrity clientele.
Ricardo Dinis, Aveda Global Artistic Director, Hair Cutting: Through artistry and technical expertise, Dinis’ performance featured sculptural haircuts inspired by 1960’s minimalist sculptural art. Cuts on the six models were classic stylings with clean, sharp lines and exquisite details. “To truly appreciate a beautiful hair cut you have to walk around it, just like a sculpture,” Dinis said.
Lupe Voss and Geno Chapman, Aveda Guests Artists teamed up to wow the crowd with superb color and styles that are editorially stunning but meant for everyday looks. “Both Geno and I work behind the chair daily so for the show we took what we do at the salon and amped it up to the next level to present editorial looks that are still accessible and beautiful,” Voss said.
Van Michael Salon, Aveda Guest Artists, started the Aveda Mid-America Show with a big drumroll – literally as a marching band joined them on stage while the team presented beautiful hair in varying lengths showcasing cut, style and color. Models inspired the crowd to get ready for a day full of beautiful artistry.
Aveda Team Canada as led by Ray Civello, President of Aveda Canada, closed out the day with a three-segment show designed to inspire, move and motivate stylists to live their best lives. As always the looks were not just striking, but they encompassed meaningful stories. In the final segment, Team Canada did an homage to the honeybee and presented three breathtaking and intricate headpieces constructed of human hair that were shaped like honeycombs. The queen bee and her angel honeybees walked the stage last – a beautiful end to a day full of inspiration.
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