Tuesday, March 18, 2014

Behind-the-Scenes with Aveda in India: Invati ™ Photo Shoot

Chances are you’ve heard of (or even tried) Aveda’s latest hair care system, Invati ™, and have seen the gorgeous imagery that brings those products to life. Now, discover how it all came together with a behind-the-scenes look at Aveda’s Invati ™ photo shoot. Led by the vision of Global Creative Director Antoinette Beenders, the shoot transpired in the place where it all began – India. “Invati ™’s creation began when we consulted with the Ayurvedic Doctors Vinod and Kusum Upadhyay, who are based in Haridwar, India, to help us select the most potent herbs for aging scalp and thinning hair – so shooting in India brought us full circle, says Marianne Knutson, vice president global marketing for Aveda. Invati ™ is an expression of our brand’s roots; we wanted to reflect authenticity in the imagery, in the name, the technology and ingredient sourcing. There was no better place to animate Invati ™ than in India.

Pictured above: Amber Fort of India
The Aveda photo team traveled to the ancient Amber Fort of India, near Jaipur, to create and capture the essence of Invati ™ on film. Beenders, who says she always wants to push the boundaries for the perfect shot, did just that, shooting on-location in nearly 100% humidity. “The final beauty image you see in our store windows belies the chaos we dealt with to get that perfect shot. We arrived on location the day before a major storm was due to break, so the humidity was just unbelievable – far from ideal for a photo shoot. Our model, Asal, has beautiful naturally curly hair and I’d always envisioned the Invati ™ imagery featuring long, flowing curls. But the weather wasn’t going to let that happen.”

Beenders, an internationally renowned, award-winning hairdresser recognized with the Global British Masters Award, British Hairdresser of the Year Award, and the British Fellowship Hairdresser of the Year Award, among others, came prepared. “I used Aveda Smooth Infusion ™ – I travel equipped for every eventuality – to style her hair wonderfully straight with an ethereal touch. And now, we can’t imagine our Invati ™ girl any other way.” For more information on the Invati ™ three-step hair care system including an Exfoliating Shampoo, Thickening Conditioner and Scalp Revitalizer please visit Aveda.com.


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