Hair Reimagined in Tokyo

In March, Aveda hosted its first ever Asia-Pacific regional event in Tokyo, celebrating the brand’s 20th anniversary in Japan and showcasing its brand story through a sensorial journey and immersive theatrical experience, as titled ‘HAIR REIMAGINED. ARTISTRY AND BEYOND.

Held in the modern Warehouse TERRADA, the location was transformed into an interactive space that hosted 400 guests from around the world. Guests included key global influencers and media partners in fields of beauty, fashion and hair, as well as representatives from the worldwide network of Aveda salon artists.

The immersive event included an illustrative presentation explaining the brand story, touching on key points about Aveda’s environmental focus, with a specific focus on foundational and modern milestones highlighting this sense of ethical leadership and responsibility. The event also took a deeper look at the science at the centre of their vegan product line, as guests were able to visualise the green chemistry and natural biotechnology that is core to the brand’s botanical research through the simulated Aveda Biotech Naturals lab. The brand also artistically displayed their key innovations in installations that included visual hair transformations using Aveda’s leading innovations, and a multi-sensorial wellness journey with a hair and scalp check and analysis and then product recommendations.

An Aromaology experience saw guests experience the brand’s renowned, naturally-derived scents, while a Chakra journey and was experienced to find balance between the mind and body for attendees through aroma, breathing and meditation. A final station offered virtual hair colour try-on technology to headline Aveda’s professional vegan treatment hair colour. VIP treatment booths pampered guests with a selection of salon services, from massages to hair and scalp diagnoses, personalised hair styling and much more.

Nathan Yazbek on stage in Tokyo for the Aveda Hair Reimagined show

After these installations, guests witnessed a theatrical showcase of creativity, beauty, art and hair, in a show that included artistic looks and collections, and cut, colour and styling techniques from key Aveda Artists including Antoinette Beenders, Aveda’s Senior Vice President of Professional Global Artistry, Ian Michael Black, Aveda’s Global Artistic Director of Hair Colour and Masa Honda, Creative Director of Aveda Japan. The showcase also presented work from salon partners from across the Asia Pacific region, including Jung Jae-Myong, Arashi Wang, and Australia’s own Nathan Yazbek.

Global brand speakers included Paula Wittbrodt, Aveda’s Senior Vice President of Strategy & Operations and Interim Global GM, David Hutchinson, Aveda’s Senior Vice President of Global Marketing, Amanda Le Roux, Senior Vice President of Aveda International, and Kelly Park, Vice President & GM of Aveda Asia Pacific. The speakers spoke about Aveda’s unparalleled legacy in artistry, botanical science, sustainability advancements, product innovation and wellness experiences.