Barbara De Laere on Aveda’s Vision for the Future
Source: Instagram
In these last few tumultuous months, Aveda stylists, owners and educators stepped up with strength and resilience. Barbara De Laere, Global Brand President, Aveda, recently addressed the Aveda network, acknowledging their tremendous leadership and providing guidance for the rest of 2020 and into the new year.
“You have always been a crucial part of our ecosystem,” De Laere told owners. “And you will stay extremely crucial for us in the future, as we’re looking at this new world we’re living in; where everybody lives online, retail is tough to sustain, and hair services are in high demand. Together we are creating a new omnichannel ecosystem that guides the guest in her hair journey.”
And by partnering with Aveda to meet your guests’ needs, you’ve made the right choice.
“As a brand, the wind is now in our sails,” De Laere says.
Aveda is Resonating with Consumers Now More than Ever
“We’re in the bullseye of relevancy for consumers,” De Laere says. “Aveda’s core values align perfectly with what consumers care most about in today’s world.”
“At the top of the list of consumer priorities are ingredients. With high-performing, plant-powered, sustainable, cruelty-free products that are also now manufactured 100-percent vegan, Aveda products are in a league of their own. The sensorial experiences offered in the salon complement those products.
To truly understand its customer, and those who may be interested in the brand if exposed, Aveda has done extensive research, opening its focus from 8 percent of women and men to 60 percent.
“All the knowledge we’ve gathered about our existing and future customers, across generations, ethnicities and hair textures, is driving all of our future product and service innovation, addressing ALL diverse hair types, and supported by relevant storytelling, strong groundbreaking claims and outstanding creative,” says De Laere.
These customers exist across the globe, and in the last 12 months, Aveda has launched in India, Mexico and Brazil.
“We’re inspired by what these countries are doing,” De Laere says. “And we’ll be able to bring back some unique, special and highly performing services, rituals of renewal and products to the rest of the world.”
Hero Products Will Continue to Save the Day
“Our new franchises, Nutriplenish and Botanical Repair, are just the beginning,” says De Laere. “More groundbreaking innovation in product and service are cooking in our labs. We have such an exciting pipeline coming to salons soon.”
De Laere also shared that skincare and haircare are the most resilient categories through COVID-19.
“There’s also a spiking demand going on in specific hair benefit spaces: hair hydration, hair repair, scalp health and reduction or prevention of hair loss, hair color and color care and detox,” she says.
Some categories that are increasing in popularity include masks, leave-in treatments, multi-benefit hybrid products, oils and serums, and hand products.
“It’s a hidden gem that we will support to become an even stronger pillar in our offering,” De Laere says.
Lean into Online Recruitment
The final big shift De Laere highlighted was using online tools to recruit new guests.
“Once we hook her and recruit her online, our goal is to drive her into an Aveda salon for a service and a beautiful experience. Because we know your touch creates loyalty to you and the brand.”
So now more than ever, amazing salon services are critical. De Laere encourages owners and stylists to be ahead of the curve in using digital tools to redefine businesses from brick and mortar locations to online hubs of content creation.
“Broadcast your specialty and skillset through online tutorials and how-to’s; put your artists online as influencers and social sellers; do virtual evenings and classes for your guests; become that community platform where people connect with one another over common interests,” she says. “Use the strength of online for you—recruit new guests and connect the dots with your superb offline services and high-touch experiences. Your time is now.”
Spread the Aveda Love, Loud and Proud
Now’s the time to be more assertive and louder about the amazing sustainability and social responsibility work Aveda has done recently, and has always done for more than 40 years.
De Laere highlights the following bullet points:
- All Aveda products leaving the manufacturing facility are now 100% vegan, and by January 2021, we can announce it proudly!
- You’ll continue to see CSR (Corporate Social Responsibility) woven into key Aveda moments throughout the year, including Earth Month, Climate Week, Breast Cancer Awareness and many more.
- Clean beauty messaging will be ramped up and integrated into our hero campaign communications. (You’ve seen some of the work already, including the ingredient glossary online).
- More work is underway, including sharing the meaningful stories of our long-standing Mission partnerships including the Yawanawa in Brazil, whom we’ve been partners with now for 28 years. Aveda’s rich history of authentic and long-standing partnerships that are mutually beneficial and make an impact are part of what makes our brand so special.
- Vogue’s September 2020 issue – sure to be an iconic, cultural moment – will include a special “Hope” section, where editors from around the globe share what “hope” means to them. Aveda has taken a double page ad in that special “Hope” edition that will appear in 25 countries at once. It will be available in the US later this August.
De Laere sees a bright, thriving future for the Aveda network, and is eager to move forward together.
“Thank you for continuing to believe in us and partner with us,” she says. “You work so hard to offer your guests the best experiences every day, and we are here to support you. We believe in you and are so excited for our future together.”
Barbara speaking at Serious Business. Provided photo.
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