Aveda has revealed a new look campaign and local instagram account to coincide with the launch of ‘Know what you’re made of’; a campaign celebrating the brand’s diverse network of artists, clients and followers.

As our social landscape continues to evolve, reinvention remains key.

Moreover, in a profusely saturated product market, social media perseveres as an integral component to a brand’s sustained success; offering an invaluable glimpse into the needs, preferences and behaviours of customers and the like.

With these factors in mind, Aveda Australia has entered a new phase in its digital maturation, unveiling a national instagram account and new branding that retains the brand’s core values and business ethos, whilst promoting further engagement with it’s extended network of fans and followers.

The newest branding represents a modern expression of Aveda’s rich heritage, heroing the brand’s founding maxims; namely of using high-performance/naturally derived ingredients with distinctive aromas, abiding by a cruelty-free, no animal testing policy, and following an environmental mission.

Aveda will continue to communicate their core resounding values; transparency, authenticity and giving back, platforming a diverse cast of models in their newest campaign material.

Chosen for their unique appeal and strong personal convictions, these women represent a cross section of consumers, each of whom possess a strong sense of selfhood, craving authenticity above all else.

Coinciding with the brand’s new digital direction, Aveda will also platform the Know What You’re Made Of campaign through their social platforms, visual merchandising an a national advertising campaign.

Clean, accessible and super on-trend, the campaign aims to drive reappraisal of the brand, tell ingredient stories, facilitate easy commerce, and encourage clients to share their #KnowWhatYoureMadeOf story with their friends and peers.

“We’re inspired by the provocative and heightened energy the younger generations and conscious consumers are bringing to the world, and their willingness to champion authenticity and do over say” says Aveda Global General Manager Barbara De Laere.

“This philosophy is the core of Aveda. This is why we want to join them via our mission of caring for the world we live in and our naturally derived products that align with their values.

As a global brand, we are continuously striving to create a positive impact. From our wind-powered manufacturing facility in Minnesota to our environmentally-friendly, organic farming partners in India, to an employee-organized Walk for Water in Japan, giving back is in our DNA.

It’s a tribute to [Aveda founder] Horst Rechelbacher’s vision when he created our founding principles in 1978.”

2018 marks Aveda’s 40th anniversary, a milestone set to pervade this year’s Aveda Congress scheduled for early October. The four day event will see member’s of Aveda’s international network gather to celebrate beauty, wellness, environment, fashion and art.

Accessible at @avedaaustralia, the Aveda Australia’s new instagram account will be a local destination for the discerning consumer. Hair how-to’s, user-generated content, pro tips and hair hacks will appear alongside behind the scenes footage from fashion shows, photo-shoots and activations.

Consumers who follow @avedaaustralia today will be in the running to win a one year supply of Aveda Haircare for them AND their bestie and be among the first to preview the brand’s fresh new look.

Follow @avedaaustralia on instagram or visit www.aveda.com.au for more information