It’s no surprise that we are huge Aveda fans here at Notable.ca. We have turned to their products for everything from rainy day essentials to the perfect hostess gift, and also interviewed Aveda Canada CEO Ray Civello last year to hear his insight on entrepreneurship. Last month, we got the opportunity to get involved with the beloved brand in a completely different way when we found ourselves in front of the camera lens of Ray Civello, who is also a photographer.
We, along with 10 other naturally curly-haired Toronto tastemakers like MTV’s Aliya-Jasmine Sovani, Bustle Clothing’s Shawn Hewson and his wife Ruth, fashion bloggers Nelia Belkova and Gracie Carroll and She Does the City’s Becca Lemire, to name a few, were invited try Aveda’s Smooth Infusion Naturally Straight product line a few months back and given shampoo, conditioner and the new styling cream just in time for spring showers (or, in some cases, snowflakes).
Keeping our hair sleek and straight has become much less daunting (and swear-inducing) with the Aveda Naturally Straight line, which is proven to not only progressively straighten curls with each use, but also protect your hair against the much-loathed frizz… because there’s nothing sexy about frizz.
A few weeks after using the product, we headed north (way beyond our comfort zone, south-of-Bloor) to the Aveda Canada Headquarters in Toronto. We were told to arrive completely natural, with our hair in its most natural texture and free of any make-up. We first shot a series of “before” shots (which kind of make us feel like participants in one of Oprah’s makeover shows). Then, a team of Aveda professionals went to work on us with a full face of makeup, wash and blowout with Naturally Straight products and even hair extensions. Just another day on the job, right? We then tried to recall anything and everything learned on Top Model as Civello passionately snapped away.
Civello certainly knows what he is doing. The photos were revealed last night at Hotel Ocho in an event designed to celebrate the launch of the newest Aveda products and display the selection of truly stunning photographs. In a collective agreement, most of us subjects were glad that the “before” shots were nowhere in sight but everyone was happy with their final sleek and smooth shot. As for our picture, Civello had already told us a few weeks back when we bumped into him at Right to Play that there were “happier” shots of us, but that he wanted something fierce.
He also told us that he had rediscovered his passion for photography with the campaign and was now shooting once a week. The event was also attended by everyone involved and featured ample food (please, feed the models), drinks, the chance to try out new Aveda products. Guests left armed with gift bags of the new products and, just in time for the summer charity event circuit, a complimentary blowout at a Civello spa providing they Instagrammed a shot (which everyone was happy to do).
Smooth Infusion Naturally Straight styling crème ($31.50), Shampure Body Lotion ($32), and Shampure Hand & Body Wash ($23) will be available beginning June 2014 in Aveda Salons and Spas and Aveda Experience Center retail stores.
#LYNL | (Live Your Notable Life)