One product for every hair texture sounds simple — until you try to create it. For Antoinette Beenders, Aveda’s Senior Vice President of Global Artistry, the work starts with understanding the people who will actually use it.
On Volume Up by The Tease, Antoinette Beenders goes behind Aveda’s One For All Leave-In Elixir to talk about testing, inclusive imagery, and the reinvention that keeps her inspired.
A Personal Approach to Universal Care
With 25 benefits and a formula designed for all hair types and textures, One For All began with an ambitious brief. Aveda Antoinette describes a development process that moved between Aveda’s research team and stylists around the world, with feedback shaping the final product.
“A product is only as good as the stylist that tests it,” she said.
For the professional, a universal product still calls for judgment. Application changes with the client’s texture and needs, from where it goes to how much is used.
Thinking of Real People
That type of thinking carries into the campaign, which brought together 25 people, including Aveda employees, to represent different hair textures and personalities. The aim was wearable hair that stylists could recognize on their own clients.
“It’s the kind of hair that real people wear,” Antoinette said.
She also connects the launch to Aveda’s wider commitments, from sourcing moringa seed oil in Guatemala to supporting the communities growing its ingredients. For Antoinette, performance and sustainability belong in the same conversation.
Finding a Second Hair Career
After years of shaping Aveda’s creative direction, Antoinette returned to shows and fashion weeks to begin what she calls her second career in hair.
When a shelf in her office collapsed and sent her awards to the floor, her response was to go and win more. It’s a fitting picture of how she approaches reinvention.
Keep creating, keep learning, and stay involved in the work you want to do.
Listen to the full conversation on Volume Up by The Tease wherever you get your podcasts. Follow @readthetease and @volumeupbythetease for more.
