A NEW WAY TO REPAIR

Another brilliant product from Aveda, Damage Remedy Daily Hair Repair is all about giving delicate hair that extra boost. But as always with Antoinette, she doesn’t do things by halves, especially when it comes to getting the imagery right.

The imagery for Damage Remedy Daily Hair Repair is stunning, but why shoot this new campaign in a cave? We shot the campaign in Antelope Canyon, Arizona. The product repairs from the inside out, so I thought, why not go to the inside of the earth. You have to drive through sand dunes to get to this place. We loved it so much, the day after we shot there for Vogue Italia.

Is Damage Remedy Daily Hair Repair a favourite of yours? First of all, I was very involved in the development of this product from the outset. We wanted to create a product that truly repaired the hair, and this repairs from the inside out. I always have it in my session bag, always backstage – it’s my emergency product, and it’s quite unique. It’s actually positioned as a leave-in conditioner, but I think it is great for prep. I drive our development department crazy when we’re working on new products; I’m always saying ‘it doesn’t have enough of this, or that’. I drive the styling products right from

development to when it ends up in the hairdressers’ hands.

“We wanted to create a product that truly

inside out. I always have it in my session bag, always backstage – it’s my emergency product,

repaired the hair, and this repairs from the

and it’s quite unique.” Antoinette Beenders

business please contact us for more info.

To find out how Aveda can help you grow your

Telephone: 0870 034 2380 Online: aveda.co.uk/grow

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