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Walking into an Aveda Experience Center or salon has always been unique. Along with products and services, we have long provided free stress-relieving rituals, skin treatments, consumer education, and multiple sensory stimuli, including beautiful sights, sounds and, of course, aromas. Today, we’re proud to announce our latest evolution: “a new retail concept built around experiences rather than commerce,” says Marianne Knutson, Senior Vice President of Global Marketing at Aveda, (though, don’t worry, you’ll still be able to find and buy your favorite Aveda products in store).
The global launch of the stunning new design, led by Aveda Senior Vice President & Global Creative Director, Antoinette Beenders, will be at NorthPark Center in Dallas, Texas, and later this month in Southdale Center in Edina, Minnesota, and Park Meadows in Lone Tree, Colorado.
“A new retail concept built around experiences rather than commerce.”
So what exactly is in store in an Experience Center? While you’ll still be able to zip in and out to restock, say, your Stress-Fix™ Body Creme, you can also wander over to new “The Art of Hair” section—the heartbeat of the Experience Centers. “You can either pick a look you like in a video tutorial and get an Art of Hair Styling Kit to recreate the look at home. Or, you can see an Aveda Advisor and learn how to get the look together,” says Antoinette Beenders, Global Creative Director of Aveda. “You can even ask an advisor to do a custom styling for you. Everything is free. We just want to help you learn how to do your own hair,” she adds.
Our Experience Centers will feature multiple stand-alone areas called Experience Zones, in which you can try, buy, and fully immerse yourself in everything from the aforementioned hair tutorials, to beauty, skin, fashion, and men’s hair care.
The Living Aveda blog storytelling will be featured in the new look Experience Center, creating an opportunity to learn more about Aveda and the stories of Aveda Artists and Salons making a difference in their communities.
“We’re trying to make people feel differently when they leave the store than they did when they came in.”
In addition, the new Experience Centers will feature open storefronts, so you can just float in and out of the shop. “And we know men just want to nip in and out, so we put their section right in the front,” says Antoinette. In the back of the Experience Center, you’ll find an 85-inch television playing various videos, including new product demonstrations and Aveda Artists working backstage at International Fashion Weeks and Aveda Events, such as Congress, a gathering of Aveda Artists that celebrates professional artistry, so that you’re always up-to-date on the world of Aveda. Every Experience Center will also feature a community table, at which guests can lounge, think, recharge with a stress-relieving ritual, and self-discover new products; as well as a year-round gifting station, showcasing gifts for holidays throughout the year including Valentine’s Day, Mother’s Day, and Father’s Day. Not only will gift sets be customizable, but they can all be wrapped for free using our signature Nepal lokta bark paper boxes and bags (which help support Nepalese paper makers).
The Experience Centers contain a balance of energy, explains Marianne. “Think of the difference between the relaxation of a spa and a salon on a Saturday morning. Within an Experience Center, there are both.”
“We’re trying to make people feel differently when they leave the store than they did when they came in,” says Antoinette. Say, via an Aveda Advisor-led Chakra Aroma Sensory Journey in which you achieve a bit more balance in your day, or by simply interacting with a new product. Again, while products will be available at the Experience Centers, the education portion of the experience is what matters most, says Knutson. “We want to empower guests to create wellness and beauty for themselves.”
Best of all, the Experience Centers will also appeal to both male and female guests—so there’s no need for compromise (or for begging your partner to shop with you).
Look to “experience” more around the U.S. next year! To find and Experience Center near you visit our locator here.
Will You Experience the New Aveda?
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