We’re looking forward to the historic Aveda Digital Congress, back in 2021 this week over September 26 and 27 and in an entirely new format.
We spoke to Barbara De Laere, Aveda’s Global Brand President, about what to expect, what to look forward to and why you should sign in to this inimitable event. Read on and then join the event!
INSTYLE: What changes have been made for Congress for 2021?
Barbara De Laere: We are so excited for Aveda Congress this year as it is more accessible than ever – for the first time, we’ve gone fully digital! But not just “Zoom” digital – we’ve gone above and beyond to offer a highly interactive experience from a live stage in Minnesota. There will be live panels, Q&As, a live chat, and more.
Attendees will be able to join live and they can also watch any element of the event on their own time through the end of October. Our amazing teams have worked hard to bring the experience to life in a new way this year, and attendees won’t be disappointed!
IN: Why is connecting in this way this year particularly important?
BDL: If you have been to an Aveda event before, you know that we refer to ourselves as an Aveda family. Connection is really important to us, and while we are disappointed that we will not be able to see one another in person, we are so happy that we are able to connect safely on-screen – and from all around the world.
IN: Why should viewers tune in?
BDL: Aveda Congress brings together the world’s best professional creative talent, providing inspiration to attendees and fostering a deep sense of connection to Aveda’s heritage of natural beauty, sustainability and social responsibility. And this year, the passion and creativity behind the shows is like nothing I have seen before: it’s truly jaw-dropping.
We have a fantastic line-up planned with presenters from both inside our network as well as brand partners, former students, and those who are inspiring us in the industry right now. Attendees can expect several guest artist mainstage presentations and technical workshops, and — as a bonus – there will be exclusive behind-the-scenes access that we couldn’t offer before going digital. We also wanted to ensure that the experience is interactive, so there will be group chats, panel discussions, live conversations with members of our Aveda team, and much more.
We will welcome some of the most exceptional talent from the Aveda network “on screen”: Antoinette Beenders; our Global Team (Bea Carmichael, Janell Geason, Ian Michael Black, Ricardo Dinis); our Texture Team (Renee Gadar, Naomi Dove, Tracy Freeman, Austin Call); Masa Honda from Japan, and many more. We have also invited some of our partners and special guests: Scott Harrison, founder of charity: water will be speaking about the impact of our partnership and where we have provided clean water to people in need; and we are looking forward to hosting X-Presion from Spain and celebrity and editorial stylists Laurent Philippon and Glen Coco who will surely amaze and inspire us.
IN: What is the future of the brand look like?
BDL: I am proud to be the steward of a visionary, pioneering brand that has always been a leader in high-performance, plant-powered, sustainable beauty. But we are just getting started! There is a lot on the horizon: new plant-powered formulations; innovations in packaging and sustainability; new developments in hair colour; and much, much more. Aveda is always adapting, transforming, and regenerating to offer better solutions for people and planet.
Don’t forget to purchase your Congress Digital Experience at AvedaCongress2021.com!