Aveda fans are in for a visual treat following today's launch of the brand's new campaign Know What You're Made Of. The new tagline and imagery, that features a mix of authentic, multi-faceted women, will be rolled out across Aveda's visual merchandising, its national advertising campaigns and new Instagram handle, @avedaaustralia, that also launches today.
The new look is an expression of Aveda's rich heritage, explains a media release from the brand. It focusses on its founding principles, combined with the values that it most resonates with today, including transparency, authenticity and giving back. The women featured in the campaign, "are indicative of today’s individualistic consumers who look for transparency in their products and beyond, craving brands with values that mirror their own," states the release.
Aveda Global general manager Barbara De Laere says, “We’re inspired by the provocative and heightened energy the younger generations and conscious consumers are bringing to the world, and their willingness to champion authenticity and ‘do’ over ‘say.’ This philosophy is the core of Aveda. This is why we want to join them via our mission of caring for the world we live in and our naturally derived products that align with their values. As a global brand, we are continuously striving to create a positive impact. From our wind-powered manufacturing facility in Minnesota to our environmentally-friendly, organic farming partners in India, to an employee-organized Walk for Water in Japan, giving back is in our DNA. It’s a tribute to [Aveda founder] Horst Rechelbacher’s vision when he created our founding principles in 1978.”
To view the campaign and see more of the brand's hair how-to’s and pro tips, along with behind the scenes footage from fashion shows, photoshoots and activations, visit Aveda Australia's new Instagram page @avedaaustralia.
