I’ve just finished sipping Aveda tea at the company’s Holborn HQ where I met up with vice president and creative director, Antoinette Beenders. The world-renowned hairstylist is in town for a flying visit as she juggles her mammoth job role (which includes overseeing the brand’s global creative direction and product development) to launch new hairspray, Controlforce.
Having been in the making for five years, the spray offers firm hold performance with net-zero impact on the environment, thanks to Aveda’s funding of renewable energy. And judging by the popularity of its sister spray - Airforce - it's set to become a firm favourite (pun intended) with session teams, salon professionals and consumers across the globe.
Antoinette is predicting big hair will be quite literally huge this autumn and has used Controlforce to shape various voluminous looks on models in a US shoot set to be released this August.
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