connect aveda · training will introduce you to the mission, products and service behaviors that...

ConneCt AvedA

student guide


welcome to avedaWe are excited that you have chosen the Aveda Institute to begin your new career. At Aveda, one of our core beliefs is that learning never ends.

Throughout your education, you will be working closely with your Educator Team. Your Educators will guide you through a series of activities that will include a variety of educational formats and practice for your time on the clinic floor. Your training will introduce you to the mission, products and service behaviors that will ensure your success as a professional and help connect you and your guests to Aveda. To help you do this, you will complete a series of training modules:

mission • rituals of renewal • aveda service cycle • connect hair care • hair styling • skin care/body care/chakra™ • makeup

Enjoy this learning journey! We look forward to many years of your development at Aveda.

In Service, The Institute Development Team

3


4 | intro

connect aveda training checklist

Use this checklist to record the dates that you complete each of the Connect Aveda activities.

mission skin care/body care/chakra™

rituals of renewal makeup

aveda service cycle

connect

hair care

hair styling

Module

Action Plan

Knowledge Check

Module

Action Plan

Knowledge Check

Module

Action Plan

Knowledge Check

Module

Action Plan

Knowledge Check

Module

Action Plan

Knowledge Check

Module

Action Plan

Knowledge Check

Module

Action Plan

Knowledge Check

Module

Action Plan

Knowledge Check


Lesson #1: Mission

Aveda MissionOUr MISSIOn AT AvEDA IS TO CArE fOr ThE WOrlD WE lIvE In, frOM ThE

PrODUCTS WE MAKE TO ThE WAYS In WhICh WE gIvE bACK TO SOCIETY.

AT AvEDA, WE STrIvE TO SET An ExAMPlE fOr EnvIrOnMEnTAl lEADErShIP

AnD rESPOnSIbIlITY, nOT jUST In ThE WOrlD Of bEAUTY, bUT ArOUnD

ThE WOrlD.

Aveda VisionConnecting beauty, Environment and Well-being

Aveda Belief Statements1 We believe in treating ourselves, each other and the planet

with care and respect.

2 We believe social responsibility is our responsibility.

3 We believe ecological and profit goals are mutually achievable.

4 We believe our authenticity and experience are our points-of-difference.

5 We believe in inspiring and educating people to integrate wellness and beauty in their lives.

6 We believe in the power of oneness: from our global image to a focused network.

7 We believe learning never ends.

8 We believe in encouraging innovation and empowered decision-making.

9 We believe our actions, products and services should always embody excellence.

10 We believe personal and organizational balance is the key to sustainable success.

11 We believe true leadership is delivered with passion and by example.

1


About AvedaAveda, the Art and Science of Pure flower and Plant Essences™, was

founded in 1978 with the goal of providing beauty industry professionals

with high-performance, botanically based products that would be better

for service providers and their guests, as well as for the planet.

Aveda manufactures professional plant-based hair care, skin care,

makeup, Pure-fume™ and lifestyle products. headquartered in blaine,

Minnesota, Aveda is available in Aveda stores, and in nearly 7,000

professional hair salons and spas in 24 countries.

2 | mission


Beauty is as beauty doesAveda, who partners with salon and spa professionals around the world,

sees beauty as a craft, not as a product result. Aveda beauty professionals

are unique in the industry for their pursuit of a higher art: helping make

their guests not only look beautiful, but feel beautiful. This selfless quest to

bring out the beauty in their guest through genuine care, differs from beauty

industry norms.

Empowered by its unique Mission, Aveda believes that authentic beauty is

one that works in harmony with the greater web of life. It does not qualify

as beauty if it hurts any of the diverse life forms that the best beauty artist

of all, nature, created. Authentic beauty cares for the environment which

we inherited from elders and will leave to generations that follow us. beauty

cares for the society in which we live, enhancing harmony in the way we live

and interact with one another as human beings. In order to be beauty, it

also needs to be good. beauty is the result, but also the process followed in

pursuing that result.

Said simply, beauty is As beauty Does.

Dominique Conseil, President

3


As you watched the mission video, what feelings or ideas arose in you?

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4 | mission

aveda earth and community care

earth and Community Care’s vision and commitment to Aveda is to focus on:• Ourteammembers,whoarethesourceofoursuccessandsustainability.

• Ourguests,whovaluethequalityofoureffectiveplant-basedproducts,servicesandthe Aveda mission.

• Oursuppliers,includingindigenousandtraditionalcommunitieswhoareprotectorsof biodiversity and cultural diversity.

• Ourcommunitiesinwhichweliveandoperateourbusiness.

• Organizationsandinstitutes,withwhomwepartner,thatshareourmission.


5

Aveda products are manufactured with 100% renewable wind energy.Our wind energy purchase helps slow climate change by reducing carbon emissions.*

Our energy conservation efforts (1996–2004) have saved:• $3.4millioninelectricalandnaturalgascostsfrom1994–2009• 9millionpoundsofCO2 emissions per year* Per a review of Women’s Wear Daily Beauty Report International top 100 cosmetic manufacturers corporate

websites in April 2007. The wind energy goes into a utility grid from which we draw power.

We partner with farmers, who distill our organic essential oils.• 90%ofouressentialoilsand89%ofourrawherbalingredientsarecertifiedorganic.That’s100tons

purchased annually. • Avedaisoneofthelargestpurchasersoforganicingredientsinthepersonalcareindustry.

Aveda is committed to reducing dependency on synthetic chemicals for everyday use. Aveda selects green ingredients that:• Originatefromrenewable,sustainableororganicplant-basedsources.• Arenaturallyderivedfromplantsandnon-petroleum-basedminerals.• Celebrateecologicalandculturaldiversity.Alargearrayofourplant-basedingredientscomefrom

different habitats all over the world, from the rainforest of brazil to the edge of the Sahara Desert.

you and aveda making an impact in the world of beauty


6 | mission27 learning guide • product ivity

Gre

en In

gred

ient

and

Org

anic

Tim

elin

e 19

88 –

200

6

The

ingr

edie

nts

used

by

Aved

a im

pact

the

wor

ld b

y th

e bu

sine

ss p

artn

ers

we

choo

se

and

by the

typ

e of

ing

redi

ents

we

sour

ce. A

veda

striv

es to

partne

r w

ith

indi

geno

us a

nd

trad

itio

nal co

mm

unitie

s an

d to

use

org

anic

pla

nt-b

ased

ing

redi

ents

whe

neve

r po

ssib

le.

Thes

e ar

e ju

st s

ome

of o

ur m

ilest

ones

.

Plan

t-on

ly S

ourc

esCe

rtify

am

mon

ium

lau

ryl

sulfa

te a

nd o

ther

sur

fact

ants

, fa

tty

alco

hols

and

gra

in

alco

hols

are

fro

m

plan

t-on

ly s

ourc

es.

1990

1995

Anna

tto

Ann

atto

, al

so k

now

n as

uru

kum

,

repl

aces

syn

thet

ic F

D&

C co

lors

in

Mad

der Ro

ot

Sham

poo,

and

is

also

us

ed in

Aved

a lip

col

ors.

Firs

t Pr

oduc

ts M

ade

with

Ce

rtifi

ed O

rgan

ic Ing

redi

ents

Her

bal Sc

ienc

e Rem

edy™

and

Sea

Sc

ienc

e Rem

edy™

con

tain

ed 1

00%

ce

rtifi

ed o

rgan

ic ing

redi

ents

.

1994

Firs

t Ce

rtifi

ed

Org

anic

Pro

duct

Av

eda

laun

ches

its

fi rst

ce

rtifi

ed o

rgan

ic b

eaut

y pr

oduc

t, A

veda

All-

Sens

itiv

e™

Bod

y Fo

rmul

a. In

orde

r to

pr

oduc

e th

e All-

Sens

itiv

e lin

e, the

Ave

da fac

ility

in

Min

neso

ta is

certifi

ed

acco

rdin

g to

org

anic

foo

d ce

rtifi

cation

sta

ndar

ds.

1996

Bab

assu

(Bra

zil)

Partne

rshi

pAv

eda

partne

rs w

ith

loca

l co

mm

unitie

s in

Bra

zil an

d as

sist

s th

em in

gettin

g th

eir ba

bass

u oi

l ce

rtifi

ed o

rgan

ic. A

veda

wor

ks

to e

xpan

d th

e us

e of

bab

assu

oi

l in

its

lin

e of

pro

duct

s,

deve

lopi

ng 3

new

pro

prie

tary

or

gani

cally

-der

ived

ing

redi

ents

fo

r cl

eans

ing

and

cond

itio

ning

.

1996

Yaw

anaw

a (B

razi

l)

Partne

rshi

pFi

rst in

dige

nous

par

tner

ship

w

ith

the

Yaw

anaw

a trib

e in

the

Bra

zilia

n ra

info

rest

for

uru

ku

pigm

ent in

Ave

da m

akeu

p.

1992

600+

Pla

nt Ing

redi

ents

ar

e us

ed in

Aved

a’s

prod

ucts

.

1993

Firs

t Org

anic

Pe

rson

al C

are

Stan

dard

s Bec

ause

the

re w

ere

no o

rgan

icst

anda

rds

for th

e pe

rson

al c

are

indu

stry

in

1998

, Ave

da b

egin

s w

orki

ng w

ith

the

Org

anic

Cro

p Im

prov

emen

t Ass

ocia

tion

to

deve

lop

acce

ptab

le s

tand

ards

.

Mor

ikue

™ (Pe

ru) Pa

rtne

rshi

pAv

eda

obta

ins

mor

ikue

, a

prot

ein

from

Bra

zil nu

ts fro

m p

eopl

e of

the

Mad

re d

e Dio

s, a

rai

nfor

est re

gion

of P

eru.

1997

Rose

and

Lav

ende

r(B

ulga

ria)

Par

tner

ship

Aved

a en

ters

par

tner

ship

with

a fa

rmer

who

re-

purc

hase

d th

e fa

mily

dis

tille

ry a

fter

it w

as

confi

sca

ted

by the

com

mun

ist

regi

me.

Gro

win

g or

gani

cally

ce

rtifi

ed ros

e an

d la

vend

er

and

reop

enin

g th

e di

still

ery,

help

ing

to s

uppo

rt e

cono

mic

de

velo

pmen

t to

thi

s re

gion

.

1998

2000

1988

Cand

les

With

out Pa

raffi

nAv

eda

has

neve

r us

ed

para

ffi n

in c

andl

es.

Aved

a ca

ndle

s co

ntai

n pl

ant-de

rive

d m

ater

ials

.

product ivity > timeline

green ingredient and organic timeline

7


green ingredient and organic timeline (continued)

product ivity • hair care 28

Rose

Ger

aniu

m

(Sou

th A

fric

a) P

artn

ersh

ipAv

eda

wor

ks w

ith

farm

ers

in S

outh

Afric

a to

sup

port d

evel

opm

ent of

orga

nic

esse

ntia

l oi

l pr

oduc

tion

tha

t w

ill p

rovi

de a

sus

tain

able

liv

ing

in A

IDS-

deva

stat

ed c

omm

unitie

s.

Org

anic

Sou

rces

of

Blu

eber

ry, Gin

ger,

Pepp

erm

int…

Aved

a’s

cont

inue

d se

arch

for

or

gani

c in

gred

ient

s di

scov

ered

su

pplie

rs o

f or

gani

cally

ce

rtifi

ed: bi

lber

ry, bl

uebe

rry,

cran

berry, g

inge

r, or

ange

an

d pe

pper

min

t.

2002

Sand

alw

ood

(Aus

tral

ia) Pa

rtne

rshi

pAv

eda

sour

ces

sust

aina

bly-

harv

este

d sa

ndal

woo

d oi

l from

an

Abo

rigi

nal co

mm

unity

(Wes

tern

Au

stra

lia) fo

r pr

oduc

ts lik

e Av

eda

Love

.™

Tam

anu

Oil

(Van

uatu

) Pa

rtne

rshi

pSu

stai

nabl

y so

urce

d ta

man

u oi

l from

Van

uatu

, a

pres

sed

oil

from

the

dried

nut

s of

an ind

igen

ous

tree

, Ca

loph

yllu

m ino

phyl

lum

.

Sust

aina

bilit

y Sy

mpo

sium

Aved

a he

lps

to o

rgan

ize

and

fund

a s

usta

inab

ility

sym

posi

um

on the

pre

serv

atio

n of

med

icin

al

and

arom

atic

pla

nts.

2002

Org

anic

Lea

der

Aved

a is

one

of th

e w

orld

’s

larg

est pu

rcha

ser of

org

anic

in

gred

ient

s in

the

per

sona

l ca

re ind

ustry. It is

the

lar

gest

pu

rcha

ser of

cer

tifi e

d or

gani

c jo

joba

oil,

ros

emar

y oi

l, yl

ang

ylan

g from

Mad

agas

car an

d ro

se

and

lave

nder

oils

fro

m B

ulga

ria.

Aved

a co

nver

ts 8

0% o

f to

tal

tonn

age

of e

ssen

tial

oils

to

certifi

ed o

rgan

ic. 20

% o

f Ave

da’s

dien

ts h

ave

been

con

verted

to

orga

nic.

Pure

Ess

ence

sAv

eda

Pure

Ess

ence

s ar

e 10

0% p

ure,

or

gani

c, b

iody

nam

ic o

r su

stai

nbly

so

urce

d, e

ssen

tial

oils

and

abs

olut

es.

Often

rar

e an

d av

aila

ble

in lim

ited

qu

antities

, th

ese

25 P

ure

Esse

nces

es

tabl

ish

a co

nnec

tion

with

each

fa

rmer

to

ensu

re the

ess

ential

oils

and

ab

solu

tes

are

of s

uper

ior qu

ality

and

inte

grity. W

ith

all of

our

Pur

e Es

senc

es,

we

alw

ays

strive

to

stre

ngth

en A

veda

pa

rtne

rshi

ps a

nd s

how

lea

ders

hip

in

sust

aina

ble

busi

ness

es.

All Nat

ural

Pre

serv

ativ

esAv

eda

pion

eers

nat

ural

pla

nt-b

ased

pr

eser

vative

sys

tem

s. A

ll ne

w A

veda

pr

oduc

ts h

ave

been

for

mul

ated

w

itho

ut p

arab

ens.

2004

Com

fortin

g Te

aAv

eda

mak

es 1

00%

cer

tifi e

d or

gani

c Co

mfo

rtin

g Te

a w

ith

100%

cer

tifi e

d or

gani

c he

rbs

incl

udin

g lic

oric

e ro

ot, sw

eet

fenn

el, ba

sil an

d pe

pper

min

t.

The

tea

bags

are

unb

leac

hed

pape

r an

d th

e un

it c

arto

n is

40

% P

CR p

aper

.

Org

anic

Tap

ioca

Org

anic

tap

ioca

sty

ling

ingr

edie

ntad

ded

to B

e Cu

rly™

Con

dition

eran

d Be

Curly™

Cur

l Co

ntro

l.

2006

2004

Org

anic

Par

tner

ship

sAv

eda

wor

ks to

mai

ntai

n ex

isting

sup

plie

rre

lation

ship

s to

con

vert to

certifi

ed o

rgan

ic

ingr

edie

nts.

Ave

da h

elps

sup

plie

rs w

ith

the

lo

ng a

nd d

iffi c

ult or

gani

c ce

rtifi

cation

pro

cess

, by

com

mitting

lon

g-te

rm c

ontrac

ts to

buy

thei

r fu

ture

har

vest

s.

2001

2004

2001

2003

Org

anic

Jas

min

e Ab

solu

teAv

eda

star

ts u

se o

f ce

rtifi

ed o

rgan

ic

abso

lute

s. C

omm

erci

al a

bsol

utes

are

ex

trac

ted

usin

g a

petroc

hem

ical

sol

vent

calle

d he

xane

. Ave

da d

evel

ops

abso

lute

sth

at a

re h

exan

e-free

and

cer

tifie

d or

gani

c.Th

e fi r

st o

rgan

ic a

bsol

ute

is u

sed

in P

ure

Abun

danc

e™ V

olum

izin

g Sh

ampo

o an

dVol

umiz

ing

Clay

Con

dition

er.

200

5

Org

anic

Con

vers

ion

Aved

a co

nver

ts 7

5% o

f to

tal to

nnag

e of

ess

entia

l oi

ls p

urch

ased

to

certifi

ed

orga

nic.

Cis

tus

oil is

a n

ewly

con

verted

es

sent

ial oi

l th

is y

ear.

Aved

a w

orke

d di

rect

ly w

ith

farm

ers

on o

rgan

ic

certifi

cation

; a

thre

e-ye

ar c

onve

rsio

npr

oces

s.

2006

Out

er P

eace

™ A

cne

Relie

fAv

eda

deve

lops

the

fi rst

pl

ant-de

rive

d sa

licyl

ic a

cid

from

oil

of w

inte

rgre

en to

be u

sed

in O

uter

Pea

ce™

ac

ne rel

ief.

2005

Rose

Attar

Aved

a la

unch

es fi rst

cer

tifi e

dor

gani

c pr

estige

Pur

e-Fu

me,

Ro

se A

ttar

Pur

e-Fu

me

Abs

olut

e.™

2006

Aved

a co

nver

ts 8

0% o

f to

tal

tonn

age

of e

ssen

tial

oils

to

certifi

ed o

rgan

ic. 20

% o

f Ave

da’s

plan

t-ba

sed

ingr

edie

nts

have

be

en c

onve

rted

to

orga

nic.

product ivity > timeline

8 | connect aveda


aveda is:

professional

Aveda creates professional products for stylists, estheticians, massage therapists, makeup artists and nail techs.

We have a passion for creative and technical excellence delivered in a nurturing, high-touch way— beauty and wellness together.

Aveda is a global company. We use the term “ecosystem” to describe the relationship among our salon/spa network, Institutes and Experience Centers (stores).

performance

Aveda creates high performance products using the power of nature.

All our products are formulated with extensive research and scientifically proven to deliver results.

Aveda products are never tested on animals. Aveda is owned by the Estée lauder Companies. none of the Estée lauder Companies test their products on animals.

plant ingredients

Aveda began with a vision of using pure flower and plant ingredients as an alternative to ingredients derived from petrochemicals, which many other beauty companies used at the time and still use extensively today.

Asanexampleofouruseofplantingredients,Aveda’shaircolorisupto99%naturallyderived.

Since 2000, Aveda has substantially increased our purchases of organic raw herbal ingredients and organicessentialoilsfrom20–25%oftotaltonnageto89–90%.

video notes

pure-fume™

The aromas in our products are made of pure flower and plant essences. These essences have effects on the mind and body, unlike synthetic aromas.

Aveda uses the term “Aromaology™” to define the study of pure flower and plant essences.

Aromaology is different than aromatherapy.

•Theword“aromatherapy”canrefertothearomasofessentialoilsbutisofteninterpretedasanyaroma, either natural or synthetic.

•Avedacreatedtheterm“Aromaology”tostressthatweuseonlynaturallyderivedaromas.Aromaology is a trademark of Aveda. It is used to distinguish our naturally derived aromas from synthetic aromas.

Aroma A Aroma B

planet-friendly

Avedaproductsaremanufacturedwith100%renewablewindenergy.Avedawasthefirstbeautycompany to do this.

PackagingisanimportantpartofAveda’spoints-of-difference.Therearethingswedotominimizethe impact on the environment through packaging.

•Asanexample,Avedapioneeredtheuseofupto100%post-consumerrecycled(PCR)contentinitspackaging.Allourshampoobottlescontain80–96%PCRcontent—thiskeeps300,000poundsof plastic out of landfills each year!

•EarthMonth-Over$17.5millionhasbeenraisedtodateforenvironmentalandsocialcausesthrough our Earth Month Campaign.

aveda: the 5 Ps

9


9

Weknowthatreadingcosmeticlabelscansometimesbeconfusing.That’swhywe’vecreatedthisGuidetohelpyouunderstand the various symbols and statements that may appear on your favorite products.

understanding your cosmetic label

these include:1. Product Identity: Statement of what the product is.

2. Net Contents: The amount of product in the package. The “e” following the volume declaration is a guarantee that the product has been filled in accordance with the average system of measures used in the European Union (EU).

3. Product Ingredients: lists all ingredients used in the formula in descending order of concentration. This is especially important for those people who are seeking a specific ingredient or want to avoid one. In addition, our ingredient listing now includes the various components of a fragrance ingredient previously not listed and therefore may be longer. This is important information for that small percentage of the population who may be sensitive to certain components of fragrances.

4. Directions for Use: Informs you of how, when and where to use the product.

5. Name/Location of Manufacturer or Distributor: Informs you who made the product and where the manufacturer or distributor is located. The london address and Post Code is underlined to indicate the main contact office in the EU. Product inquiries can be sent to this address.

6. Country of Origin: The country that manufactures or produces the product.

7.


We know that reading cosmetic labels can sometimes be confusing. That’s why we’ve created this Guide to help you understand the various symbols and statements that may appear on your favorite products.

these include:

1. Product Identity: Statement of what the product is.


3. Product Ingredients: Lists all ingredients used in the formula in descending order of concentration. This is especially important for those people who are seeking a specific ingredient or want to avoid one. In addition, our ingredient listing now includes the various components of a fragrance ingredient previously not listed and therefore may be longer. This is important information for that small percentage of the population who may be sensitive to certain components of fragrances.


5. Name/Location of Manufacturer or Distributor: Informs you who made the product and where the manufacturer or distributor is located. The London address and Post Code is underlined to indicate the main contact office in the EU. Product inquiries can be sent to this address.


7. Tells you the recommended number of months within which the product should be used after you have first opened and used it, provided the product has been stored under normal conditions and not exposed to extreme temperatures. For example (24M) means that you should replace this product within (24 months) after first opening. The “Period After Opening” number will vary based upon the type of cosmetic product.

8. Denotes that our Company contributes to European programs for the proper disposal and recycling of all packing components.

other symbols and statements you might see on our label:

9. Warnings/Cautions: Informs you what to do and not do with the product.

10. Tells you to look elsewhere in the packaging for additional information, for example in a leaflet, card or tag.

Tells you the recommended number of months within which the product should be used after you have first opened and used it, provided the product has been stored under normal conditions and not exposed to

extreme temperatures. for example (24M) means that you should replace this product within (24 months) after first opening. The “Period After Opening” number will vary based upon the type of cosmetic product.

8.



these include:











10. Tells you to look elsewhere in the packaging for additional information, for example in a leaflet, card or tag.

Denotes that our Company contributes to European programs for the proper disposal and recycling of all packing components.

other symbols and statements you might see on our label:9. Warnings/Cautions: Informs you what to do and not do with the product.

10.



these include:











10. Tells you to look elsewhere in the packaging for additional information, for example in a leaflet, card or tag.Tells you to look elsewhere in the packaging for additional information, for example in a leaflet, card or tag.

10 | connect aveda


history of aveda since 1978 over 30 years of beauty, environmental leadership and responsibility

1978

•Aveda(a-vay-da),amanufacturerofflowerandplant-basedbeautyproducts,islaunched.

•AvedalaunchesitsfirsthaircarelineincludingAvedaCloveShampoo,andCherry/AlmondBarkConditioner.

•AvedaBeautifyingFormuladebuts,thecompany’sfirstessentialoilcomposition.Avedapioneersthe term “Aromatherapy.”

•ThefirstAvedalogoandflowericondebutswiththecomfreyflower-Aveda’ssymbolofnature.

1983 Aveda launches its first styling product, Aveda Sculpting gel.

1984 Aveda launches its first skin care collection: Cleansing Cream, facial Toner and Moisturizing Cream.

1987•Avedalaunchesitsfirstmakeupline,AvedaIndra™ Cosmetics.

•AvedalaunchesinCanada.

1989

•Avedaopensitsfirstfree-standingEnvironmentalLifestyleStoreonMadisonAvenueinNewYorkCity.

•AvedaisfirstcompanytoendorseandsigntheCERESPrinciples(CoalitionforEnvironmentallyResponsibleEconomies )—which encourages higher corporate standards of corporate environmental performance and disclosure.

•AvedalaunchesShampure™Shampoo,thecompany’sall-timetopsellingproduct.

1990•AvedaopensfirstAvedaSpaRetreatinOsceola,WI,offeringtreatmentsbasedonAyurvedicMedicine.

•Avedaparticipatesinthe20thAnniversaryofEarthDay.

1991•AvedaopensnewcompanyheadquartersinBlaine,MNfeaturingenvironmentallyprogressivemanufacturingand

research and development facilities.

•AvedalaunchesthefirstConceptSalon™ program, setting a new industry standard for building a loyal salon network.

1992 Aveda launches its first in-salon Earth Day event, the precursor to the current Earth Month Campaign.

1993•AvedaformsitsfirstindigenouspartnershipwiththeYawanawatribeintheBrazilianRainforesttosourceuruku,

a red dye used in Aveda makeup.

•AvedalaunchesinSingaporeandAustralia.

1994•TheAvedaInstitute—SoHoopensinNewYorkCity.

•AvedaexpandsintotheUK,Germany,ItalyandNewZealand.

1996•Avedaformsapartnershipwithatraditionalwomen’scommunityinMaranhao,Braziltosustainablysource

certified organic babassu oil.

•AvedalaunchesinTaiwan,Malaysia,Indonesia,HongKong,Belgium,TheNetherlandsandSweden.

1997

•AvedaisacquiredbytheEstéeLauderCompanies.

•Avedalaunchesthefirst97%naturallyderivedpermanenthaircolor,EnlighteningBlonding.

•Avedaopenstwoworld-classdestinationspasinJamaica:StrawberryHillinKingstonandTheCavesinNegril.

•AvedalaunchesinSouthKoreaandIceland.

1998

•AvedaformsapartnershipwiththeindigenouspeopleoftheMadredeDiosrainforestregionofPerutosourcemorikue, a protein made from Amazonian nuts.

•AvedalaunchesFullSpectrum™haircolor,acompleteprofessionalhaircolorsystemthatis99%naturally-derived.

•Avedaisinstrumentalincreatingthefirstorganicpersonalcarestandardstobeadoptedbyanorganicfoodcertifier.

•AvedalaunchesinSwitzerlandwiththeLausannePalaceandSpa.

aveda timeline

11


aveda timeline (continued)

1999 Aveda launches Tourmaline Charged hydrating Creme,the first Aveda product to use mineral technology.

2000

•DominiqueNilsConseiljoinsAvedaascompanyPresident.

•AvedaformsapartnershipwiththeEnioBonchevdistilleryinBulgariatosustainablysourcecertifiedorganicrose and lavender essential oils.

•AvedaisawardedapatentfortheuseofGreenTeaExtractinAveda’sprofessionalhaircolor.

2001

•AvedaopensAvedaLondonAcademy,thefirstAvedaInstituteoutsideoftheU.S.

•Avedapartnerswith30localfarmsinSouthAfricatosustainablysourcecertifiedorganicrosegeranium.

•Avedaopensacorporateofficeat100AvenueoftheAmericasinNewYorkCity,designedbyfamedarchitectural artistMayaLin—whodesignedtheVietnamVeteran’sMemorialinWashington,DC—andAveda’sownin-house design team.

2002

•AvedareceivesISO14000certificationforenvironmentalmanagementinmanufacturingoperations.

•AvedaformsapartnershipwiththeIndigenousCommunitiesofMardupeoplesandKuktabubbainWesternAustraliato sustainably source sandalwood.

•Avedalaunchesthefirstever100%postPETpackagingaspartoftheredesignedBrilliant™ franchise.

2003•AvedaintroducesaRefillableLipColorAccessoryCasemadefrom90%PCRresinsandmakeupclamshellpackagingmadefrom100%PCRnewsprint.

•AvedalaunchesinJapanwiththeopeningoftheHolisticCenterinOmote,Sando.

2004 Aveda is given the prestigious Corporate Achievement Award at the Smithsonian-hewitt national Design Museum.

2005

•AntoinetteBeenders,Aveda’sglobalcreativedirector,isawardedBritishHairdresseroftheYear.

•Avedahostsitsfirstever“DialoguefortheFuture”UNevent,connectingindigenousleaderswiththelargerbusinesscommunity to discuss future models for business partnerships.

•Avedadevelopsthefirstnaturally-derivedsalicylicacidfromoilofwintergreenforthelaunchofitsOuterPeace™ skin care line.

2006

•Avedaintroducesitsfirstlimited-editionLighttheWay™EarthMonthcandle,raising$500,000forthe Company’sEarthMonthglobalpartner.

•Avedaisthefirstcompanytoincorporate80-95%post-consumerrecycled(PCR)highdensitypolyethylene (hDPE) in all of its retail shampoo bottles (made from recycled milk bottles), reducing our use of virgin hDPE by 300 tons annually.

•AvedaopensanewLifestyleSalon&SpainOsaka,Japan.

2007

•Avedabecomesthefirstbeautycompanytomanufacturewith100%certifiedwindpower.*Ourfundingofnewwindenergysourcesgeneratesenoughwindenergytooffset100%oftheelectricityusedbyourprimarymanufacturing facility, distribution center and corporate headquarters in blaine, Minnesota, USA, making Aveda the largest corporate purchaser of wind energy in Minnesota.

•Avedaraisesmorethan$2.1millionin30daysforEarthMonthinsupportofcleanwaterrights.

•Avedaannouncesthat89%ofthetotaltonnageofitsessentialoilsarecertifiedorganic.TheCompanypurchases in excess of 30 tons of certified organic essential oils in one year.

•AvedaopensanewLifestyleSalon&SpainMadrid,Spain.

* Per a review of WWD beauty report International Top 100 Cosmetic Manufacturers Corporate Websites in April 2007. The wind energy goes into a utility grid from which we draw power.

2008Avedaformsapartnershipwithawomen’scooperativenetworkinMoroccotosustainablysourcecertified organic argan oil (found in our green Science™ Skin Care System) and help the women to provide for their families and communities.

11

12 | connect aveda


aveda: 5 Ps activity

aveda is:

professional

performance

plant ingredients

pure-fume™

planet-friendly

instructionsread the significant events in Aveda history on the timeline on pages 10–11. Choose one key event that supports each of the points listed. Write that event on this page.

13


1. What year was Aveda founded?

2. fill in the blanks.

Our _________ at Aveda is to care for the _________ we live in, from the _______ we make to the ways in which we give back to __________. At _________, we strive to set an example for __________leadership and responsibility, not just in the world of ________ but around the _________.

3. What is the meaning of PCr?

a. part of the carton is recycled b. post-consumer recycled c. partically consumed reduction d. none of the above

4. WhatisthecurrentPCRcontentinAveda’splasticpackaging?

a.35% b.17% c.upto100% d.80%

5. What is your favorite Aveda belief Statement? Why?

6. What does the symbol on a package mean?

7. What are the three parts of the Aveda ecosystem?

8. name the 5 Ps of Aveda.

mission knowledge check


14 | mission

I willMake 3 commitments of things that you will do with guests or in your life as a result of learning about Aveda and our mission.

action plan

1

2

3


1

Lesson #2: Rituals of Renewal

Describe how you feel when you are stressed.

how do you relieve stress?

2 | connect aveda


Aveda Rituals of Renewal OverviewThe dictionary defines a ritual as “any practice or pattern of behavior regularly

performed in a set manner.”

At Aveda, the purpose of rituals is to provide a moment of wellness and

product experience for our guests.

Offering Aveda RitualsOffering Aveda rituals to your guests is easy. It is as simple as telling them that

their service includes some complimentary rituals that will help to

reduce stress.

be sure to also provide a simple description of each ritual you will perform.

Ritual DescriptionsAroma Sensory Journey—Aveda’swaytohelpyouchooseanaromathatyou

will enjoy and will help balance you.

Stress-Relieving Hand Ritual—a complimentary, 3–5 minute relaxing hand

massage.

Stress-Relieving Scalp and Shoulders Ritual—a complimentary, 3–5 minute

relaxing scalp and shoulder massage prior to a service.

Stress-Relieving Neck and Shoulders Ritual—(performed instead of the

Stress-relieving Scalp and Shoulders ritual when the guest will be receiving

a chemical hair service) – a complimentary, 3–5 minute relaxing neck and

shoulder massage.

tip

Offer rituals by saying:

“Your service at Aveda includes…”

aveda rituals of renewal

3


3

Aveda Aroma Sensory JourneyAromas can create new memories or bring back a moment in time with startling clarity. Unlike other senses, smell channels directly to the brain’s limbic system, which is home to memory, emotion and imagination. Since each guest has different aroma memories and preferences, we ask guests to take an Aroma Sensory Journey to help determine their aroma preferences.

the aroma sensory journey consists of the following steps:1 Make sure the guest is comfortable.

- Ask the guest to relax and close their eyes if they feel comfortable doing so.

2 Describe the Aroma Sensory Journey process to the guest:

- Tell the guest that you will pass a selection of aromas under their nose.

- Ask the guest to comment on each aroma by saying “yes” or “not today.” Although the guest may not like a certain aroma today, they might like it better at another time—just as if you had pasta for lunch, you may not want it for dinner, but you will most likely want to eat it again at some point.

- Tell the guest that the goal is to find an aroma that produces an “Ahhhhhhh” feeling.

3 Begin by holding an aroma under the guest’s nose. Wait for a response.

- If the guest says “yes,” make a mental note of the selection and offer the next aroma.

- If the guest says “not today,” place the aroma back on the counter and offer the next aroma.

4 When the guest has experienced all of the aromas, narrow down the choices by performing a second Aroma Sensory Journey with the aromas they have chosen.

5 Repeat the process until the guest has selected their favorite aroma for today.

tools key element™

aromas, singular notes or other aroma products

aroma blotters pen – to mark

aroma blotters coffee beans,

whole unflavored

tipsUse whole, unflavored coffee beans to help cleanse the aroma palette. Have the guest smell the coffee beans if they are feeling sensory fatigue.

Once the guest has chosen their desired aroma, write the aroma name on an aroma blotter for the guest to take home.

aveda aroma sensory journey

4 | connect aveda


Step 5

Step 4

the stress-relieving hand ritual consists of the following steps:1 Ask the guest to take a seat.

2 Apply a small amount of product to the guest’s hand, stabilizing their elbow for comfort.

- Invite the guest to experience the pure flower and plant aroma of the products.

- Educate the guest on the product benefits.

3 Interlock your fingers with the guest’s fingers and rotate their wrist three times in one direction, then three times in the other direction.

4 Position the guest’s hand palm up.

- Starting at the wrist, massage using a thumb-over-thumb technique moving in between each finger three times.

5 Using your thumb, massage the entire palm of the guest’s hand using large to small circular motions.

- Begin at the wrist and move up toward the guest’s thumb.

- Continue to work across the base of the fingers toward the little finger and down the side. Complete the circular motions at the center of the palm.

The Stress-relieving hand ritual allows the guest to experience skin or

body care products followed by a complimentary massaging of the hand. tools hand relief ™ or

alternative aveda moisturizer

stress-relieving hand ritual

5


5

6 Turn the guest’s hand over so the palm faces down.

- Starting at the wrist, massage using a thumb-over-thumb technique moving in between each finger three times.

7 Starting with the guest’s thumb, use a “pinch, release and slide” motion from the base of the finger to the tip.

- Begin with the sides, and then massage the top and bottom of the finger.

- Activate the pressure points located below the nail and on the nail. Press quickly and release the point located on either side of the nail.

- Repeat this sequence for each finger.

8 Activate the pressure point located between the guest’s thumb and index finger.

- The exact location of this wellness point can be determined by placing your thumb parallel to the guest’s index finger and turning the hand sideways. Place your thumb directly on the apex. You should now be exactly on the pressure point.

- Massage this point lightly. Activating this pressure point is known to stimulate the immune system, alleviate headaches and enhance general good health.

9 Position the guest’s hand between your hands for a moment to indicate closure.

- Ask the guest to compare both hands to demonstrate the benefits of the product and complete the Stress-Relieving Hand Ritual.

2

3

3

1

Step 6

Step 7

Step 7

Step 8

stress-relieving hand ritual (continued)

6 | connect aveda


The Stress-relieving Scalp and Shoulders ritual is performed to help

reduce stress and promote balance and relaxation through aroma,

breathe and touch. because this ritual stimulates the scalp, do not

perform it before a chemical hair service. Instead, do the Stress-relieving

neck and Shoulders ritual.

tools all-sensitive™ body

formula chakra™ balancing

blend aromas chakra™ sensory

journey guide styling chair applicator bottles

the stress-relieving scalp and shoulders ritual consists of the following steps:1 Guide your guest through a Chakra™ Sensory Journey.

- Give your guest the Chakra™ Sensory Journey Guide symbol side up.

- Ask them to choose the two images that appeal most to them based on color, symbol or word.

- Perform a Chakra™ Sensory Journey using the Chakra™ Formulas that relate to the two images your guest chose.

- Ask your guest to close their eyes and tell them the goal is to choose the aroma they connect with the most.

- Ask your guest to inhale when you place your hand on their shoulder. That is their signal that an aroma is under their nose.

- Place one aroma under the guest’s nose between the chin and the lips. Repeat the process for the second aroma.

- Ask the guest which aroma they preferred.

- Point out the chakra they choose on the backside of the Chakra™ Sensory Journey Guide. Allow the guest to read about their selection.

- Let the guest know you will use this aroma during their ritual and that they can buy the aroma to use at home.

grounded

wisdom

nourished

intention

harmony

expressive

insight

stress-relieving scalp and shoulders ritual

7


7

note:It is important to maintain physical contact once the ritual has begun. Always keep at least one hand touching the guest when going from one technique to the next.

2 Apply the chosen Chakra™ Formula to the scalp.

- Begin at the crown and move toward the front hairline. As you apply each drop to the scalp, rub it in with your thumb.

- Repeat this step from the crown to the center of the nape. Then, from the center top of the head to one ear, and from the center top of the head to the other ear.

- After applying the last drop, pull the Chakra™ Formula through the hair from the scalp to the ends. Apply more if necessary.

- Place your hands on the top of the guest’s head so your fingers are at the front hairline. Rub the head from the front to the back.

3 Perform the Butterfly movement.

- Slide your hands down the spine to the mid-back, then move your hands up the spine toward the shoulders and down the arms.

- Slide your hands back up to the starting position.

- You will perform each of these massage steps three times.

4 Perform the Shoulder Shrug movement.

- Massage the guest’s shoulders and neck using a kneading motion.

5 Perform the Piano movement.

- Use your fingers as though you are playing a piano and massage from the neck, out to the shoulders and back.

6 Begin the Neck movements.

- Place one hand along the front hairline and the other on the back of the neck.

- Press with your thumb and the middle fingers on the pressure points at the base of the hairline.

- Rotate the fingers, lifting up and outward.

- Hold and apply pressure for a count of three.

- Keep one hand along the front hairline and place the thumb of your other hand on the guest’s crown, with your middle two fingers just below the occipital bone. Press on this spot.

- Rotate your fingers in a massaging motion for a count of three.

7 Move on to the Scalp massage.

- Maintaining contact, stand in front of the guest. Place your hands on the sides of the head.

- Press your thumbs along the top center of the head.

- Starting in the front, walk your thumbs back to the crown in a back-to-front then side-to-side pattern, pressing firmly as you go.

- Repeat this step along each side of the center area and, at your discretion, over the entire head.

Step 6b

Step 6a

stress-relieving scalp and shoulders ritual (continued)

8 | connect aveda


8 Massage the Temples.

- Without losing contact, move so you are standing behind the guest.

- Draw your hands back over the forehead with the thumbs facing up.

- Place your two middle fingers at the temples; press down and massage with light pressure.

9 Scissors the Ears.

- Slide your hands back to the ears.

- “Scissor” your fingers over the ears, placing each ear between the middle and ring fingers. Apply pressure as you slide up along the sides of the ears.

- Massage the pressure points at the outer ridge of the ears — from the tops of the ears to the lobes.

10 Return to the Shoulder massage.

- Lightly rake your fingers from the front hairline to the crown, from the sides to the crown and then from the crown to the nape.

- Beginning at the base of the neck, rub the shoulders with the kneading motion again.

11 Repeat the Piano movement. 12 Repeat the Butterfly movement.

13 Close the massage.

- Place one hand over the other in the middle of the back. Use your palms to circle around the upper back.

- Begin with heavy pressure and large circles.

- Decrease the pressure and size of the circles as you continue, ending in the center of the back.

- Place your hands next to each other at the center of the upper back, between the shoulder blades.

- Using a sweeping motion, flick your hands outward off the shoulders. Move lower with each sweeping motion.

- Place your hands gently on the guest’s arm to indicate the conclusion of the Stress-Relieving Scalp and Shoulders Ritual.

- You are now ready to continue with the salon service.

Step 8

Step 9

stress-relieving scalp and shoulders ritual (continued)

9


9

This ritual is offered in Experience Centers as well as in the retail

areas of salons, spas and institutes or before a chemical service.

It is a 3–5 minute massaging of the neck and shoulders using

Aveda products to promote a sense of well-being.

tools all-sensitive™ body

formula chakra™ balancing

blend aromas chakra™ sensory

journey guide styling chair applicator bottles

the stress-relieving scalp and shoulders ritual consists of the following steps:1 Invite the guest to be seated at the ritual station or styling chair.

2 Take the guest through an Aroma Sensory Journey to pick the right aroma for the experience. Apply the chosen product to the guest.

3 Stand behind your guest.

4 The first movement is the Butterfly.

- Place your hands at the base of the spine with your palms up.

- Slowly slide your hands up the center of the back to the shoulders and down the arms.

- Slide your hands back up the arms to the shoulders and down the back to the starting position.

- Perform this and all movements three times.

5 The second movement is the Shoulder Shrug.

- Massage the guest’s shoulders and neck using a kneading motion.

6 The next movement is the Piano.

- Use your fingers as though you are playing a piano to massage from the neck to the shoulders and back.

7 Move to the side of the guest to begin the Neck movement. Make sure you don’t break contact by keeping one hand on the guest at all times.

- Place one hand on the guest’s forehead for support.

- Place the other hand on back of the guest’s neck.

- Massage the sides of the neck using upward circular motions.

stress-relieving neck and shoulders ritual

Step 4

Step 7

Step 6

10 | connect aveda


8 Next you will focus on the Temples.

- Stand behind the guest and place your middle fingers directly on the temples.

- Massage gently..

9 The Ear movement is performed by gently pinching the outside of each ear between your thumb and index finger. Move up and down the ear from the top to the earlobe.

10 Perform the Hair Rake by using fingers of both hands to comb through the guest’s hair from front to back and back to front.

11 Repeat the Shoulder Shrug by massaging the shoulders and neck in a kneading motion.

12 Transition back into the Piano movement by using your fingers like you’re playing a piano across the shoulders and back.

13 Return to the Butterfly position at the base of the spine—palms up.

- Slowly slide your hands up the center of the back to the shoulders and down the arms.

- Slide your hands back up the arms, to the shoulders and down the back to the starting position.

14 Create a Circle of Warmth by placing one hand on top of the other on the guest’s back.

- Move your hands together in a large circle with firm pressure.

- Continue the movement with smaller circles and less pressure.

15 Place hands together between the shoulder blades and sweep your hands across the guest’s back in a fast, firm motion.

stress-relieving neck and shoulders ritual (continued)

Step 8

Step 9

Step 14

Step 15

11


Step up and share what you learned about Aveda rituals of renewal. Start with the bottom “step” in the graph below. Perform each of the assigned tasks to practice the information you learned. Use your workbook if necessary.

rituals knowledge check

start here

Share the best practice language you would use to offer a ritual.

Describe why we perform Aveda rituals in your own words.

Practice the Stress-relieving hand ritual.

What are the names of the rituals you learned today?

Offer a Stress-relieving Scalp and Shoulders ritual to a guest by saying, “At Aveda, your service today includes...”

Perform an Aroma Sensory journey. Use your notes if necessary.

12 | connect aveda


You are going to have an opportunity to spend time on the floor offering rituals to guests. record 3 things that you learned from this ritual module that you will implement there. Share with your educator.

action plan

I will1

2

3

1


Lesson #3: Aveda Service Cycle

1

best service experiencedescribe the best service experience you have ever had. Record specific things that made it so memorable.

Service: The performance of any duties or work for another; helpful or professional activity.

serviceWhat does it mean to you?

Service providers lose _____________ of their customersdue to __________ ________________.

_____ person who receives bad service tells ___________of their friends about their service experience.

institute service goalOur goal is to have ________ ________ who enters the Institute _______ ______ than when they arrived—feeling like we have made a _______ ____________ with them.

2 | connect aveda


aveda service cycle

• The Aveda Service Cycle is a process that ensures exceptional service will happen every time a guest visits.

• A “roadmap” to ensure that once a guest receives Aveda Service, they will return during a different visit to reconnect.

3


3

aveda service cycle (continued)

step 1: connect

connect

greet guest in a ____, _________ way

_________ yourself

Offer __ _________________

Escort the guest to the ____________ ____________ or _________ _______

4 | connect aveda



discovering needs is your opportunity to gather all the information you need to perform a successful service.

Ask open-ended questions/make statements to discover the needs of your guest.

open-ended questions/statements vs. close-ended• Open-endedquestions/statementsbeginwith______________,_________________,__________________,

or _______________.

• Close-endedquestions/statementscanbeansweredbya____________or______________andareusefulwhennarrowing down information or closing the sale.

connect

discover needs

step 2: discover needs

open-ended questionsTurn these close-ended questions into open-ended questions or statements.

close-ended question open-ended alternative

Are you currently using Aveda products?

Is your skin dry?

Do you wear lip liner?

Do you want a hand massage?

Are you familiar with Aveda?

5


List all of the products you used this morning on your hair, skin, body and face. Add up the total number of products you used.

products i use: activity

hair

body

skin

makeup

TOTAL__________________ TOTAL__________________

TOTAL__________________ TOTAL__________________

6 | connect aveda



of guests seeking product

recommendations

% % %of guests

receiving product recommendations

of guests purchase a hair care product within 72 hours of their hair service

It is our responsibility to: It is the guest’s responsibility to:

• Guest’sneedsarebestmetthrougha_________________thatworkstogethertoachievethedesired results.

solutions formulaWhen connecting your guest to the correct system of products, introduce your recommendation by using the “solutions formula.”

• “Becauseyou said your hair is dry, I recommend the Dry remedy™ system, which will instantly add moisture and suppleness to your hair.”

• “Becauseyou said you have acne, I recommend the Outer Peace™ Skin Care system, which will help reduce your acne and prevent new acne from forming.”

because (challenge)

I recommend(system)

which will (results)

A system is:

7


7


connectoffer solutions

discover needs

• CompleteaPurescription™ Sheet• PerformaRitualofRenewal

or Spa ritual• Performthetechnicalservice• Suggestacompleteproductsystem

using the Solutions formula• Pre-bookthenextservice• CompleteaFinishingTouchthatmay

include a Makeup ritual

Once we have discovered the needs of our guests we are able to offer solutions— both technical and home care.

step 3: offer solutions

A fabulous closing to the guest experience ensures they will visit you again to reconnect.

action tip

Escort the guest to the store. Tell your guest you will be walking them to the store to pay for their service and purchase the products you discussed at your station.

Assist the guest in finding the system they wish to purchase.

find the products you used and recommended for your guest to take home.

Thank the guest for visiting today. Makesureallyourguest’squestionshavebeen answered. bring the products they wish to purchase to the register. remind them to pre-book an appointment in the time frame you discussed. Thank your guest, again, for visiting. Compliment them on their hair (or service they received).

8 | connect aveda


merchandising

product domains

9


9

aveda service cycle knowledge check

connectoffer solutions

discover needs

C A

B

______ offer a beverage

______ perform a finishing Touch

______ introduce yourself

______ perform the technical service

______ escort the guest to the store

______ complete a Purescription™ Sheet

______ ask questions to learn about your guest

Determine which part of the Aveda Service Cycle each of the following actions fall into. Write the letter representing that part of the Cycle on the blank lines.

10 | connect aveda


I willRecord 3 things that you learned from this Aveda Service Cycle module that you will implement immediately.

action plan

1

2

3

1


Lesson #4: Connect

1

aveda service cycle

connect

discover needs

offer solutions

2 | connect aveda


2 | connect

_____%_____%

_____%methods of communication

best friend activity

think about when you met your best friend or more recently, when you met someone you immediately “clicked” with. list all the reasons why you liked that person.

what is rapport?

warm & friendly behaviors

3


3

warm & friendly behaviors (continued)

connect notes

4 | connect aveda


4 | connect

connect

Here are key things to creating a connection with our guests:•Greetguestinawarm,friendlyway

•Introduceyourself

•OfferAvedaComfortingTeaorwater

•Escortguesttothestylingstationortreatmentroom

greeting overview

5


5

connect with different guest types

greeting overview (continued)

guest type tips to connect things to avoid

NeW gUeST

first time to the Institute for a service

•Thanktheguestforcomingin.• Asktheguesthowtheyheardabout

the Institute.• Givetheguestaquickorientationto

the space including the location of the restrooms, etc.

• Assumingthattheguestknowswhattoexpect in their visit.

• Notgivingenoughdirection.Forexample:after introducing yourself, turning around and walking away assuming they know to follow you.

RePeAT gUeST

has been here before

•Thanktheguestforcomingback.• Asktheguestwhatservicestheyhave

had here in the past.

•Takingtheguestforgranted—eachtimeweneed to make the guest feel special even if they are returning guests.

•Assumingtheguestwantsthesamething.

gUeST WHO kNOWS WHAT THey WANT

comes with their hair color formula, etc.

•Thanktheguestforalreadythinkingoftheirdesired results.

• Thisguest,morethanlikely,hasdonesomeresearch on what they want. They tend to be more informed. Make them feel smart about their knowledge with a comment like, “It sounds like you are very informed about what you are looking for, that gives us a great place to start.”

• Beopentotheirsuggestions.

•Beingintimidatedordefensive.•Reactingemotionallytotheirsuggestions

or taking it personally.

gUeST WHO DOeSN’T kNOW WHAT THey WANT

• Thanktheguestforcomingin.•Pointoutthepositivesaboutwhatyoulike

about their current style/color/skin/etc.• Tellthemwhatyouwouldchangebasedon

your experience and skill.• Shareyourconfidencethattheywillbe

pleased with the outcome.• Assurethemtheycametotherightplace

and you are excited to help them achieve a new look.

•Gettingfrustratedwiththeirlack of direction.

•Beingimpatient.•Goingitonyourown—youreducator

is there to help you.

connect with your guest practice observations:

6 | connect aveda


6 | connect

fill in the answers below.

1. What are some specific examples of warm & friendly behaviors?

2. People form an opinion within the first ____________________________________ of meeting someone.

3. Name the four steps to the Connect section of the Service Cycle.

guest type tip to connect thing to avoid

4. Name the four guest types discussed in this training. Record one tip to connect and one thing to avoid for each guest type.

connect knowledge check

7


7

I willrecord 3 things that you learned from this training module that you will implement immediately.

action plan

1

2

3

8 | connect


1


Lesson #5: Hair Care

1

end benefit cards

aveda resources & knowledge tools

shelf talkers

positioning chart hair care purescription™ pad

Aveda product knowledge resources and tools include End benefit Cards, Shelf Talkers, Positioning Chart, and hair Care Purescription™ Pad.

when do you use these tools?

2 | connect aveda


shampoo/conditioner/treatment positioning chart What information does this positioning chart offer?

terms to know fill in the blanks as your educator reviews each term.

system tip

recommend a shampoo, conditioner and treatment to each guest.

Complete Aveda Systems allow our guests to receive maximum benefits.

What the guest wants from their hair care system.

Shampoos and conditioners used on a regular basis, regardless of whether the guest shampoos every day.

A Daily Shampoo cleanses the hair, removes products, minerals or build-up from the hair and is used every time the guest cleanses their hair.

A Daily Conditioner repairs the hair, puts things back “In” the hair (strength, elasticity, moisture) and is used every time a guest conditions their hair.

Products used in conjunction with daily care to target specific needs. A treatment product is more intense than daily care and is used to treat hair on a weekly basis or as needed in place of the daily conditioner.

aveda resources & knowledge tools (continued)

3


3

cuticle

medullacortex

notes on hair structure

before after

basic hair physiology

4 | connect aveda


basic hair physiology (continued)

understanding hair before you can offer solutions to guests, you will need to understand and be able to identify the characteristics of different hair textures.

Hair Texture Draw the hair texture in each box.

Hair Density is the number of individual strands per square inch. Draw the hair density in each box.

Degree of Curl is the presence of bend, wave or curl. Draw the degree of curl in each box.

fine

medium

coarse and/or textured

fine

Softorsilky•Tangleseasily•Lacksvolume•Breakseasily •Easilyweigheddownbyproduct

Thick•Maybewavyorstraight•Neithercoarsenorfine•Needsstrongerholdingproducttomaintainstyle•Frizzyorlackssmoothness•Naturalvolume/body

Mayfeelwiryorrough•Maytendtobedryorfrizzy•Hairmayfeelthick •Difficulttostyle

thin

straight

coarse

thick

curly

medium

normal

wavy

hair texture Hair Texture is the diameter of each individual hair.

5


5

types of damage Your educator will review the three types of damage with you. record your notes in the space below.

scalp condition Scalp condition refers to any imbalance that the guest may be experiencing with their scalp. If no imbalance is present, their scalp condition is normal. Think about how the scalp would look and feel for each scalp condition and record your answers below.

basic hair physiology (continued)

environmental

mechanical

chemical

normal

oily

dry

dandruff

sensitive

6 | connect aveda


instructions Match each desired result with the key words the guest may use to describe their needs.

create volume Pure Abundance™

frizzy, wavy, dry, lacks shine, lacks smoothness.

repair damage Damage remedy™

Dry (due to blow-drying or flat ironing), lacks softness, excessive exposure to the sun and the environment, frizzy, lacks shine.

smooth and tame Smooth Infusion™

flat, lacks volume, tangles easily, flyaways, thin, easily weighed down by product.

enhance curl or waves be Curly™

Color fades easily, color-treated hair, some breakage due to color processing, lacks shine.

protect color Color Conserve™

Curly, wavy, frizzy, irregular curl pattern.

moisturize Dry remedy™

Scalp is dry, itchy, flaky and irritated.

healthy scalp Scalp benefits™

breaks easily, damaged, brittle, dry, a result of multiple chemical services like coloring, highlighting, perms and relaxers.

desired results matching game

Write down the questions you learned in the Service module to discover your guest’s hair care needs.

7


7

ReCOMMeND A HAIR CARe SySTeM TO yOUR gUeST

1. Choose the correct product system based on the consultation. Daily Care: Treatment:

2. Introduce your guest to the product system by using the solutions formula. because you said (challenge), I recommend (product system), which will (system benefit - what this system will do for your guest). example: “because you said your hair is damaged, I recommend the Damage remedy™ system, which will help repair and strengthen your dry and damaged hair.”

3. educate your guest on product use and benefits. Take notes on the language you hear your educator use. Tell your guest when to use the products and what results they can expect to see. Allow them to experience the aroma. Offer your guest a moment of wellness using the Stress-relieving Scalp and Shoulders ritual. record the system on a Purescription™ Pad.

actions for offering solutions

8 | connect aveda


actions for offering solutions (continued)

practice using the solutions formula Use your hair Care Positioning Chart to make product recommendations for the scenarios below. Write your recommendations using the solutions formula:

“Because you said (challenge), I recommend (product system), which will (system benefit).”

guest who has shoulder-length, straight hair with fine texture. volume is their desired result, andtheirmainconcernisthattheydon’twantto use products that will weigh down their hair.

guest who has coarse, curly hair that is dry. Enhancing curl and taming frizz is their main desired result.

guest whose main concern is preserving their color-treated hair.

guest who has a family of 4 that would like to share the same shampoo and conditioner for everyone.

guest who has frizzy hair and desires a smooth style. They are also concerned that their hair is damaged from using a blow dryer and flat iron every day.

9


The Aveda Unique Shampoo ritual is designed to introduce guests to the

benefits of using their recommended Aveda hair care system at home.

This unique service acts as an Aveda Point-of-Difference and an opportunity

for guests to experience products prior to purchasing them.

tools shampoo bowl towels hot towel cabi shampoo and

conditioner system to meet the guest’s needs

the aveda unique shampoo ritual consists of the following steps:Prior to Shampoo:

Perform the Stress-Relieving Scalp and Shoulders Ritual.

At the Shampoo area:

1 Ask the guest to relax in the shampoo chair, close their eyes and take three deep breaths.

2 Adjust the water temperature to a comfortable level. Wet hair thoroughly. Apply a small amount of shampoo to the palm of your hand. Emulsify the shampoo in your hands before distributing through the hair.

3 Begin the application of shampoo at the front hairline working it through the hair. Lift the guest’s head and distribute shampoo across the nape area. Use the cushions of the fingers of both hands to massage shampoo into a lather over the entire head.

4 Once shampoo has been distributed throughout the hair, gently rest the guest’s head back into the shampoo bowl. Place thumbs at the center of the hairline and use circular motions (following the hairline) to work toward the ears. Once you have reached the ear area, bring your fingers back to the center of the hairline. Repeat this movement two more times.

5 Place your hands at the center of the front hairline. Working in small, circular motions, move hands back to the front hairline and complete the entire front section of the head (when you reach the ear area). Lift head to complete nape area allowing the guest’s head to relax in your hands. Beginning at the back hairline, work fingers in small circular motions from ear to ear until the entire nape is covered.

6 Rinse shampoo completely out of the hair. Repeat shampoo application if needed.

7 Apply the conditioner or treatment. Comb through the hair with your hands to evenly distribute.

aveda unique shampoo ritual

Step 4

10 | connect aveda


note: To enhance the Aroma Sensory Journey, incorporate a Key Element™ or Singular Note.

8 Prepare an aromatic hot towel:

- Fill basin with water.

- Add aroma choice.

- Add one drop of aroma per towel.

- Saturate towels in water. Wring out excess water.

- Place damp towels in hot towel cabi to heat.

Second option to prepare a hot towel:

- Turn on hot water. Run the towel under the water until it is completely saturated.

- Wring excess water from towel. Check temperature of towel before placing it on the guest.

9 Wrap a hot towel turban-style around the guest’s head. Lift the guest’s head slightly Cup one hand under the guest’s chin and place the other hand at the occipital area. Rotate the head clockwise. Repeat two more times. Rotate three times counter-clockwise.

10 Remove the hot towel.

11 Place your hands firmly on the side of the head. Lift and rotate the palms of your hands in a forward motion three times, maintaining contact with the head. Hands should move the skin and not provide friction to the scalp. Apply comfortable pressure for the count of three. Release and repeat this movement two more times. Place the palm of one hand on the front hairline. Place the palm of the other hand below the occipital area. Using firm pressure, rotate hands in an upward manner three times. Apply comfortable pressure for the count of three. Release and repeat this movement two more times.

Before rinsing, massage the back of the neck. Using your thumb and middle fingers, move in a circular fashion upward and outward three times. Pause and repeat the same motion two more times.

12 Rest the guest’s head gently back in the shampoo bowl. Repeat the circular movement to the front hairline (as shown in step four).

13 Beginning at the front hairline, run fingers through the hair all the way down the hair shaft.

14 Rinse thoroughly with moderate to strong water pressure. Cup hand along the nape area to ensure a thorough rinse.

15 Allow the guest to take three deep breathes to complete the experience.

16 Perform scheduled service and style as desired.

aveda unique shampoo ritual (continued)

Step 8

Step 9

11


action plan

I willspend any down time reviewing end Benefit Cards and Shelf Talkers in the hair care domain and my Hair Care Positioning Chart.

End benefit Cards and Shelf Talkers hair Care Positioning Chart reviewed (date): reviewed (date):

practice doing consultations and recommendations on other students.

Date: Student:

12 | hair care



Lesson #6: Hair Styling

1

List all the products and tools you used to create your hair style today.

2 | connect aveda


hair styling product overview

aveda’s styling products rely on nature’s resources to achieve new standards for hold, shine, definition and style. representing the collaborative vision of Aveda’stopstylistsfromaroundtheworld,Aveda’sformulas,aromasandpackaginginspirecreativitythateasilytranslatestoguest’sstylingrituals.

Please keep in mind that end results will vary and are dependent upon:• conditionandtextureofhair• amountofproductappliedtohair• whenproductisappliedtohair(wetordry)• tools/techniquesusedtostylehair

terms to know

style category description

prep Prep towel-dried hair to detangle, reduce breakage from combing and protect hair from the heat damage of thermal styling and build the foundation for long lasting style.

style Style damp hair to change or enhance hair texture, build volume and create shape with varying levels of hold.

finish finish dry hair to define texture, eliminate frizz and flyaways and maintain style.

remember

Complete hair styling systems include at least one product from each category:

prep, style and finish.

3


3

discover needsIn order to determine which product systems to recommend to our guests, we need to first discover their hairstylinggoals.Wewillaskquestionsandmakestatementstodiscoverourguest’shairstylingneeds.The quality of the questions we ask will determine the quality of the answers we receive.

Pretend an Aveda Student is asking you the following questions about your hair and styling needs.

hair styling discover needs

tell me about your hair.

tell me what you currently do to style your hair.

what do you love about your hair?

what type of hair style would you like to achieve?

what is important to you in choosing styling products?

4 | connect aveda


look at a copy of the Aveda hair Styling Positioning Chart. Take notes and fill in the blanks as your educator reviews the chart with you.

hair styling positioning chart categories

1 prep

_______________ and _______________ the hair before styling.

2 style

There are 4 styling results.

_________________________________________

_________________________________________

_________________________________________

_________________________________________

Styling products should be used on damp hair for maximum results. Aveda defines damphairashairthatis____to____%dry.Itisimportanttotellourgueststhisfact.hair that is too wet or too dry will not respond as well to the products.

gels can be used two ways:

1. They can be used __________________________________________________.

2. They can be _____________________ over styling products to _____________________ of the other styling products.

3

finish

There are 3 finishing results.

_________________________________________

_________________________________________

_________________________________________

5


5

hair textures before you can offer solutions to guests, you will need to understand and be able to identify the characteristics of different hair textures.

fine

medium

coarse and/or textured

Softorsilky•Tangleseasily•Lacksvolume•Breakseasily•Easilyweigheddownbyproduct•Thinorsparsedensity

Thick•Maybewavyorstraight•Neithercoarsenorfine•Needsastrongerhold-ingproducttomaintainstyle•Frizzyorlackssmoothness• natural volume/body

Mayfeelwiryorrough•Maytendtobedry• Hairmayfeelthick•Difficulttostyle

hair texture

what is your hair texture? what is your partner’s hair texture?

learning review hair textures

6 | connect aveda


hair styling prep

17 learning guide • product ivity

product ivity > prep

step 1: prep > for use on towel-dried hair prep products do not add hold

step product benefit who how

ThermalProtection

Brilliant™ Damage Control™

Helps protect from thermal and UV damage. Reduces breakage.

All hair types Spray liberally onto towel-dried hair.

ProtectColor

Color Conserve™ Daily Color Protect

Helps seal in color to protect from fading for up to 6 weeks.

Color-treated hair

Apply on damp hair and comb to distribute.

RepairDamage

Damage Remedy™ Daily Hair Repair

Instantly repairs damaged hair by 26%†, helps protect from heat styling and detangles.

Damaged hairApply on damp hair and comb to distribute.Do not rinse.

†After 1 application, in a clinical tensile test.

prep style finish

7


hair styling prep/style


product ivity > prep

step 1: prep > for use on towel-dried hair prep products do not add hold

step product benefit who how

Smooth andTame

Smooth Infusion™

Style-Prep Smoother™

Helps protect hair from heat styling.Smooths and defends against humidity for up to 12 hours.

All hair types Apply a small amount, concentrating on the ends.

Enhance Curl

Be Curly™

Style-Prep™

Provides all-day frizz control, moisturization and curl definition.

Curly orwavy hair

Apply evenly through damp hair. On non-shampoo days, dampen hair and apply evenly.


product ivity > hair styling

product benefit who how

Brilliant™ Universal Styling Creme

Smooths hair. Adds shine.Coarse hair

Emulsify a small amount between palms. Apply evenly.

Smooth Infusion™ Glossing Straightener

All-day straightness, protection and shine.

All hair types

Apply a small amount through damp hair. Blow-dry straight.


Volumizing Tonic™

Targeted lift at the roots. Medium hold.

Fine to medium hair

Spray on roots of damp hair. Blow-dry to create ultimate volume.

Phomolient™ Styling Foam

Gives volume and light hold.

Fine to medium hair

Pump 3-5 times into hand. Apply evenly to damp hair roots to ends.

step 2: style > for use on damp hair


smooth/straighten

create volume

7

8 | connect aveda


hair styling style (continued)




Brilliant™ Universal Styling Creme

Smooths hair. Adds shine.Coarse hair


Smooth Infusion™ Glossing Straightener

All-day straightness, protection and shine.

All hair types

Apply a small amount through damp hair. Blow-dry straight.


Volumizing Tonic™

Targeted lift at the roots. Medium hold.

Fine to medium hair

Spray on roots of damp hair. Blow-dry to create ultimate volume.

Phomolient™ Styling Foam

Gives volume and light hold.

Fine to medium hair

Pump 3-5 times into hand. Apply evenly to damp hair roots to ends.



smooth/straighten

create volume




Aveda Men Pure-Formance™ Liquid Pomade

Seals moisture. Medium hold.

Fine to medium hair


Confixor™ Liquid Gel

Medium hold.

Fine to medium hair

Work product in hands. Apply evenly.

Brilliant™ Retexturing Gel

Medium hold.

Medium to coarse hair

Emulsify a small amount in palms. Apply.


Be Curly™ Curl Enhancer

Intensifies curls, tames frizz and boosts shine.

Curly or wavy hair

Smooth generously onto damp hair. Blow-dry. Use a diffuser for added volume.



enhance curls or waves

hold with gel






Fine to medium hair



Medium hold.

Fine to medium hair



Medium hold.






Curly or wavy hair





hold with gel

9


9

hair styling style/finish






Fine to medium hair



Medium hold.

Fine to medium hair



Medium hold.






Curly or wavy hair





hold with gel

10 | connect aveda


hair styling finish




Light Elements™ Defining Whip™

Medium hold, natural finish.All hair types

Apply a small amount into palms. Work evenly through dry hair to create hold and separation.

Aveda Men Pure-Formance™ Grooming Cream

Defines and moisturizes. Medium hold.

All hair types


Aveda Men Pure-Formance™ Pomade

Pliable hold, high shine.

All hair typesWork a small amount through the palm. Apply to hair.

Control Paste™ Finishing Paste

Medium hold, natural finish.


Emulsify in palms and work through dry hair.

Aveda Men Pure-Formance™ Grooming Clay

Adds thickness, strong hold, matte finish.

All hair typesWork small amount into palms. Apply to hair.

Light Elements™ Shaping Wax

Gives firm, pliable hold. Natural finish.

All hair types

Emulsify a small amount in palms. Apply evenly.

step 3: finish > for use on dry hair create texture




Flax Seed Aloe Strong Hold Sculpturing Gel

Strong hold.


Work product in hands. Apply evenly through damp hair. Style as desired.

Aveda Men Pure-Formance™ Firm Hold Gel

Maximum hold.




Light Elements™ Texturizing Creme

Moisturizes. Gives light hold. Natural finish.

All hair typesEmulsify a small amount in palms. Apply evenly.

Pure Abundance™ Hair Potion

Thickens hair, adds volume, matte finish.

Fine to medium hair

Sprinkle potion directly onto dry roots to create lift and volume.


step 3: finish > for use on dry hair

hold with gel

create texture

11


11

hair styling finish (continued)




Light Elements™ Defining Whip™

Medium hold, natural finish.All hair types

Apply a small amount into palms. Work evenly through dry hair to create hold and separation.

Aveda Men Pure-Formance™ Grooming Cream

Defines and moisturizes. Medium hold.

All hair types


Aveda Men Pure-Formance™ Pomade

Pliable hold, high shine.

All hair typesWork a small amount through the palm. Apply to hair.

Control Paste™ Finishing Paste

Medium hold, natural finish.


Emulsify in palms and work through dry hair.

Aveda Men Pure-Formance™ Grooming Clay

Adds thickness, strong hold, matte finish.

All hair typesWork small amount into palms. Apply to hair.

Light Elements™ Shaping Wax

Gives firm, pliable hold. Natural finish.

All hair types


step 3: finish > for use on dry hair create texture

12 | connect aveda






Witch Hazel Light Hold Hair Spray

Light hold, adds shine.

Fine to medium hair

Spray in air above head.

Brilliant™ Medium Hold Hair Spray

Medium hold, adds shine.

All hair types Spray in air above head.

Air Control™ Hair Spray

Sprays on dry, flexible hold.

All hair typesHold 4-6 inches from hair. Spray.

Firmata™ Firm Hold Hair Spray

Strong hold, adds shine.

All hair types Spray in air above head.

Pure Abundance™ Volumizing Hair Spray

Extra firm hold, combats humidity.

All hair typesHold 10-12 inches from hair. Spray.

Control Force™ Firm Hold Hair Spray

All day firm hold. 24-hour humidity defense.

All hair typesHold 10–12 inches from hair. Spray. Layer for extra hold.

step 3: finish > for use on dry hair hold with hair spray

13





Light Elements™ Smoothing Fluid

Weightless serum smooths frizz and flyaways.

All hair typesApply evenly starting at the ends.

Brilliant™ Spray-On Shine

Sheer mist smooths frizz and flyaways.All hair types

Spray into palms and apply evenly over dry hair or spray directly onto hair.

Brilliant™ Emollient Finishing Gloss

Finishing gloss smooths frizz and flyaways.


Apply 1-2 pumps into palms, smooth evenly over dry hair.

Brilliant™ Humectant Pomade

Attracts moisture, prevents frizz.Coarse hair

Emulsify a small amount in palms. Apply evenly through dry hair.

Brilliant™ Anti-Humectant Pomade

Repels moisture, prevents frizz.Coarse hair

Emulsify a small amount in palms. Apply evenly through dry hair.


step 3: finish > for use on dry hair add shineshine products do not add hold

14 | connect aveda


hair styling knowledge check

1 Damphairisdefinedasbeing70-80%dry. true false

2 flax Seed Aloe Strong hold Sculpturing gel provides a medium hold. true false

3 Air Control™ hair Spray is a medium hold hair spray. true false

4 Pure Abundance™ hair Potion adds beautiful shine to hair. true false

5 brilliant™ retexturing gel can be used alone as a medium hold gel. true false

6 firmata™ firm hold hair Spray provides a strong hold. true false

7 brilliant™ Anti-humectant Pomade repels moisture to prevent frizziness. true false

8 light Elements™ Defining Whip™ provides weightless definition, separation and light hold. true false

9 Control Paste™ finishing Paste gives medium hold with a natural finish. true false

10 brilliant™ Damage Control™ is designed as a pre-styling product for all hair types to help protect the hair from heat and make hair easier to comb through. true false

11 Aveda Men Pure-formance™ grooming Clay adds texture and definition while imparting a matte finish. true false

instructions Circle true or false for each question.

15


hair styling systems

determine your personal hair styling system.

find 2 hairstyles from the magazines you used earlier. Complete the following charts for your imaginary guests.

describe your desired hair styling result

which product(s) will you use to prep?

style?finish?

(add texture, hold and shine)

magazine image #1

describe the guest’s desired

hair styling result


style?finish?


magazine image #2

describe the guest’s desired

hair styling result


style?finish?


16 | connect aveda


assess your skills

Use this chart to assess your current skill level with Aveda hair styling product systems.

skill i am comfortable with this skill

i commit to improving this skill by

Abletodetermineaguest’shairtexture yes / no

Candetermineaguest’shairstylingneedsbyasking questions yes / no

CandescribeAveda’sthreestepstohairstyling yes / no

Can determine which styling result (volume, curl/wave or smooth/straight) matches the guest’sdesiredresult

yes / no

Effectively recommend a complete hair styling product system yes / no

Can explain the results of each styling product yes / no

Can complete a hair Styling Purescription™ Pad yes / no

17


hair styling knowledge check

instructions rank the finishing products below in order from lightest to firmest hold.

Create Texture (1 = lightest, 8 = firmest)

Pure Abundance™ hair Potion

Aveda Men Pure-formance™ grooming Clay

light Elements™ Texturizing Creme

light Elements™ Shaping Wax

Aveda Men Pure-formance™ Pomade

light Elements™ Defining Whip™

Control Paste™ finishing Paste

Aveda Men Pure-formance™ grooming Cream

hold With hair Spray (1 = lightest, 6 = firmest)

Pure Abundance™ volumizing hair Spray

brilliant™ Medium hold hair Spray

Witch hazel light hold hair Spray

firmata™ firm hold hair Spray

Control force™ firm hold hair Spray

Air Control™ hair Spray

instructions Match the shine finishing product to its correct product application.

light Elements™ Smoothing fluid

brilliant™ Spray-On Shine

brilliant™ Emollient finishing gloss

brilliant™ humectant Pomade

brilliant™ Anti-humectant Pomade


Starting at the ends, smooth evenly over hair.


Spray into palms. Apply evenly. Can also spray

directly onto the hair.

Pump 1-2 times into palms. Smooth evenly over hair.

18 | connect aveda


action plan

I willrecord 3 things that you learned from this training module that you will implement immediately.

1

2

3

19


perform

refine

inform

image

attend

connect

extend

practice

1 | connect aveda


Lesson #7: Skin Care/Body Care/ Chakra™

finding balance

where do you strive for balance?

what happens when it’s out of balance?

what happens when you find balance?

2


Your skin is the largest organ of your body, and it is extremely complex. look at some of the roles it plays.

your skin is like a bodyguard > it offers protection

Immune system – there are cells in the surface of the skin (langerthans) that communicate with the immune system to keep you healthy.

Skin pigmentation – your skin responds to sun exposure by increasing the pigment color to the surface of the skin. This action protects your body like an umbrella for the cell DnA.

your skin is like a thermostat > it regulates body temperature

Sweating – keeps you cool.

your skin is like a chemical plant > it synthesizes

Produces – uses sunlight to produce vitamin D.

your skin is like a raincoat > it is waterproof

because of a waxy protein called keratin.

your skin is part switchboard > it communicates

emotions – like when you blush.

your skin acts like a sponge > it absorbs

Nutrients – for example: products, medications, etc.

At Aveda, we have effective product systems to treat all topical skin care concerns.

what is skin?

3 | connect aveda


skin types Aveda has skin care systems to help balance 7 skin types.

skin care overview

basic skin carespecialized skin care

skin typelooks and feels

aveda skin care system

dry

oily

normal

sensitive

acne prone

visible lines

visible dark spots

4


skin care systems

what’s in a skin care system?

product form notes

cleanser

toner

exfoliant

treatment

eye creme

moisturizer

masque

5 | connect aveda


skin care systems Botanical Kinetics™ for dry skin


product ivity > dry skin

step product benefit how to use

cleanse

Botanical Kinetics™ Purifying Creme Cleanser

Removes makeup and impurities

Place small amount of creme onto fingertips. Apply evenly over damp face and neck. Rinse. AM PM

tone

Botanical Kinetics™ Skin Firming/Toning Agent

Helps balance and hydrate

Spray 10-12 inches from face. AM

exfoliate

Botanical Kinetics™ Exfoliant

Non-abrasive liquid refines the skin by removing dead surface skin cells and debris

Apply a small amount with cotton ball, wipe gently across face and neck. Do not rinse. PM

treat

Balancing Infusion™ for Dry Skin

Balances, revitalizes and helps hydrate dry skin

Apply 1-2 drops per application to cleanser, moisturizer or masque. As needed.

eyes

Green Science™ Firming Eye Creme

Moisturizes and smooths fine lines. Helps to reduce the appearance of puffiness and under eye circles

Smooth under and around eyes using ring fingers. Safe for use on eye lids. AM PM

moisturize

Botanical Kinetics™

Hydrating LotionHydrates dry skin types Place small amount onto finger tips.

Apply over face and neck. AM PM

masque

Intensive Hydrating Masque

Oil-free formula hydrates and soothes, dry, stressed or overexposed skin

Apply a thick layer on cleansed face and neck. Leave on 5-10 minutes. Remove with shammy and warm water. Use as needed.

6


skin care systems Botanical Kinetics™ for oily skin

product ivity • skin/body care 6

product ivity > oily skin


cleanse

Botanical Kinetics™ Purifying Gel Cleanser

Removes makeup and impurities

Place small amount of gel on fingertips. Apply evenly over damp face and neck. Rinse. AM PM

tone

Botanical Kinetics™ Toning Mist

Helps balance and hydrate Spray 10-12 inches from face. AM

exfoliate

Botanical Kinetics™ Exfoliant

Non-abrasive liquid which refines the skin by removing dead surface skin cells and debris

Apply a small amount with cotton ball, wipe gently across face and neck. Do not rinse. PM

eyes




moisturize

Botanical Kinetics™

Hydrating LotionHydrates skin Place small amount onto finger tips.

Apply over face and neck. AM PM

masque

Deep Cleansing Herbal Clay Masque

Absorbs excess oil and impurities leaving skin clarified and conditioned

Apply to face and neck avoiding eye area. Leave on 5 minutes. Remove with shammy and warm water. Use as needed. (Thin layer for oily skin. Thicker layer for dry skin.)

7 | connect aveda


skin care systems Tourmaline


product ivity > normal/increase radiance


cleanse

Tourmaline Charged Exfoliating Cleanser

Cleanses and helps increase cell turn over to reveal radiant and conditioned skin

Massage onto damp skin, work into lather. Rinse. AM PM

tone

Botanical Kinetics™ Skin Firming/Toning Agent

Helps balance and hydrate normal to dry skin

Spray toner 10-12 inches from face. AM PM

treat

Tourmaline Charged Radiance Fluid

Smooths away dullness revealing fresher, more radiant skin

Place a few drops on fingertips. Apply a thin layer from neck to face. AM PM

eyes


Moisturizes and smooths fine lines. Helps to reduce the appearance of puffiness and under eye circles.

Smooth under and around eyes using ring fingers. Safe for use on eyelids. AM PM

moisturize

Tourmaline Charged Hydrating Creme

Hydrates and adds radiance to normal and dry skin types

Place small amount on fingertips and apply over face and neck. AM PM

masque

Tourmaline Charged Radiance Masque

Sheds dull, dead surface cells leaving the skin smooth and radiant

Apply to cleansed face and neck. Leave on 7-8 minutes. Rinse. Use as needed.

masque

Tourmaline Charged Radiant Skin Refiner

Creamy clay-based scrub—with naturally exfoliating bamboo extract and energizing tourmaline—leaves skin radiant and refined. Dermatologist-tested. Non-acnegenic.

With fingertips, massage onto moist face, neck, and décolleté. Removed with warm moistened towels. Blot dry. Brush away particles. Use twice weekly.

8


skin care systems All-Sensitive™


product ivity > sensitive skin


cleanse

All-Sensitive™ Cleanser

Gentle, aroma-free cleanser removes make-up and impurities from the skin.

Massage onto damp skin. Rinse. AM PM

moisturize

All-Sensitive™ Moisturizer

Aroma-free moisturizer hydrates and soothes sensitive skin.

Place small amount onto fingertips. Apply evenly to face and neck. AM PM

moisturize or

pre-cleanse

All-Sensitive™ Body Formula

An aroma-free, all-purpose formula that helps sensitive skin, retain moisture.

Apply small amount to damp face Before cleansing if dry or sensitive Skin conditions exist.

9 | connect aveda


skin care systems Outer Peace™


product ivity > relieve acne


cleanse

Outer Peace™ Foaming Cleanser

Cleans deep into pores effectively removing oil, makeup and impurities

Apply 1-2 pumps onto hand or wet shammy and gently wash face and neck. Rinse with warm water. AM PM

exfoliate/tone

Outer Peace™ Acne Relief Pads

Toning and exfoliating pads which help eliminate black heads and keep skin clear

Wipe the entire affected area. AM PM

treat

Outer Peace™ Acne Spot Relief

A targeted spot treatment that helps eliminate breakouts

Cover the entire affected area. AM PM (As needed)

eyes




moisturize

Outer Peace™ Acne Relief Lotion

Lightweight moisture balancing lotion that helps clear blemishes

Cover the entire affected area. AM PM

masque

Outer Peace Cooling Masque™

Soothes and cools irritated skin reducing visible redness for clearer, more even skin tone

Apply thick layer to face. Leave on 5-10 minutes and rinse with water to remove. Use as needed.

10


skin care systems Green Science™


product ivity > visibly lift & reduce lines


cleanse

Green Science™ Perfecting Cleanser

Gently cleanses. Removes makeup and impurities.

Massage gently onto damp skin. Wet hands and continue to massage. Rinse with warm water. Pat dry. Avoid eye area. AM PM.

tone

Green Science™ Replenishing Toner

Cushions skin while gently refining pores and exfoliating. Leaves skin with a sheer veil of moisture.

After cleansing, smooth over face with a saturated cotton pad, or gently pat onto skin with fingertips. Avoid eye area. AM PM.

treat

Green Science™

Line MinimizerHelps skin boost natural collagen production to minimize the appearance of lines and wrinkles

Apply directly to lines and wrinkles on face and neck. Gently press or massage into skin. PM

treat

Green Science™ Lifting Serum

Helps promote surface cell turnover, moisturization and visible skin firmness

Smooth serum onto clean, toned skin. AM PM.

eyes




moisturize

Green Science™ Firming Face Creme

Helps improve visible skin firmness, moisturizes and strengthens skin’s barrier function

Smooth on face and neck. AM PM

masque

Enbrightenment™ Brightening Intensive Massage Masque

Boosts skin’s luminosity and clarity. Diminishes the appearance of discoloration and dark spots

Massage on face and neck with circular motions. Leave on for 8 minutes. Tissue or rinse off excess. Use bi-weekly as needed.

11 | connect aveda


skin care systems enbrightenment™


product ivity > visibly reduce dark spots


cleanse

Enbrightenment™ Brightening Cleanser

Helps lift away impurities and dull surface skin cells to improve overall skin clarity

Lather in hands using warm water. Apply to damp face in circular motions. Rinse with warm water. AM PM

exfoliate/tone

Enbrightenment™ Brightening Treatment Toner

Helps increase surface cell turn over for a more even skin tone

Press gently onto skin with cotton pad or fingertips. AM PM

treat

Enbrightenment™ Correcting Serum

Diminishes the appearance of dark spots and discoloration caused by hyperpigmentation

Smooth onto clean, toned skin. AM PM

eyes




moisturize

Enbrightenment™ Brightening Correcting Lotion

Lightweight lotion that diminishes the appearance of dark spots for normal to oily skin

Smooth onto normal to oily skin. AM PM

moisturize

Enbrightenment™ Brightening Correcting Creme

An intensely moisturizing facial creme that diminishes the appearance of dark spots on normal to dry skin

Smooth onto normal to dry skin. AM PM

masque

Enbrightenment™ Brightening Intensive Massage Masque

Boosts skin’s luminosity and clarity. Diminishes the appearance of discoloration and dark spots

Massage on face and neck with circular motions. Leave on for 8 minutes. Tissue or rinse off excess. Use bi-weekly as needed.

12


elemental naturesm questionnaire

BEAUTIFUL SKINSTARTS HEREelemental natureSM

a

Ayurveda, a 5,000 year-old Indian healing tradition, tells us that the spirit of natural elements (infinity, air, fire, water and earth) are to be found in all living things, including you. When these elements are balanced, your skin looks healthy, vital and radiant. When skin concerns surface, it could be a signal that an element needs to be balanced — and Aveda’s here to help.

How would you describe your skin?

Out of the conditions noted, what is your primary concern with your skin?

Which products do you currently use on your skin?

MY SKIN HAS:

dryness

flakiness

fine lines

wrinkles

lack of firmness

occasional dullness

sensitivity

redness

reactivity

hyperpigmentation/freckles

discoloration

pink undertones, no sensitivity

oiliness

no or few wrinkles

larger pores

blackheads

acne/blemishes

normal or combination conditions

elements needing balance: infinity/air elements needing balance: fire elements needing balance: water/earth

front

Elemental natureSMisAveda’scomprehensiveskincareapproachthatmarriessynergisticallywithourspaphilosophy of wellness of the body, mind and spirit.

Elemental nature is our unique point of difference in the professional skin care market. no other brand offers such a high-touch approach to skin care. With customized skin care, lifestyle tips and wellness advice recommended through a personalized skin care consultation, Elemental nature uncovers the causes of your skin concerns and prescribes a holistic program to treat it.

Elemental nature is about identifying imbalance and restoring balance.

13 | connect aveda


elemental naturesm questionnaire (continued)

aMy elemental natureSM imbalance is:

My skin care system is:

additional recommendations/products:

SKIN CARE RECOMMENDATIONS

morning

cleanse

tone

moisturize

treat

evening

cleanse

tone

moisturize

treat

professional service recommendations:

elemental natureSM facial

botanical skin resurfacing treatment

green science™ skin-renewing treatmentSM

botanical kinetics™

tourmaline charged

all-sensitive™

outer peace™

green science™

enbrightenment™

enbrightenment™ discoloration treatmentSM

outer peace™ acne relief treatment

aveda men pure-formance™ facial

Soy ink on 100% post-consumer recycled paper. Please recycle. ©Aveda Corp., Minneapolis, MN 55449-7106 800.328.0849 USA / 763.951.6999 aveda.com A7FM-01-1003

back

rooted in centuries-old Ayuervedic teachings, Elemental nature teaches that imbalances in any of the five elements that are found in all of us — Infinity, Air, Water, Earth and fire — manifest themselves on our skin in forms such as dryness, acne, redness, lines and wrinkles or hyper-pigmentation.

restoring balance — through appropriately diagnosed skin care products, a healthy diet and regular wellness activity like exercise and meditation — results in healthy-looking, radiant skin. “

14


skin care scenarios

examplesfor fine lines and wrinkles:

“because you are concerned with fine lines and wrinkles, I recommend the green Science™ system which will reduce the appearance of fine lines and wrinkles.”

because (challenge)

I recommend (product system)

which will (results)

After giving your recommendation, STOP talking. Let your guest ask questions and address additional needs or concerns at this time.

solutions formula:

Scenario 1 Recommendation

guest is experiencing dry skin. She is looking for a moisturizer that will help relieve the itchy, tight feeling.

cleanser

toner (am)

exfoliant (pm)

treatment

moisturizer & eye creme

sourcing story argan oil

Video notes

skin care and the solutions formulaTomakesurewetieproductbenefitstoourguest’sneeds,usethesolutionsformula:

15 | connect aveda


solutions formula:


guest has oily skin. he is looking for a cleanser to remove excess oil and reduce the shininess in his t-zone.

cleanser

toner (am)

exfoliant (pm)

treatment


solutions formula:


guest is using the botanical Kinetics™ System for Dry skin. She has run out of moisturizer and is looking to replace her botanical Kinetics™ hyrdating lotion. She mentions concern about her skin maturing and the fine lines and wrinkles that have started to appear.

cleanser

toner (am)

exfoliant (pm)

treatment


skin care scenarios (continued)

16


chakras

The concept of chakras comes from the traditional system of Ayurveda. Ayurveda, a Sanskrit word that translates as “life knowledge,” originated 5,000 years ago in ancient India (Ayur = life, veda = knowledge).

Ayurveda encompasses many aspects of life knowledge, from philosophy and medicine to meditation and wellness. Ayurveda recognizes seven main chakra energy centers, each emitting a different color and vibrating at a different frequency.

Chakra 1 is the center where we ground ourselves and take care of our basic needs. When the root chakra is balanced, one has good energy, a feeling of security and a healthy body awareness.

Chakra 2 is the center of vitality and sensation where we move beyond our basic needs into relationships with others. When the pleasure chakra is balanced, one has stable energy, alertness, unblocked emotions and is connected to all five senses.

Chakra 3 is the center of motivation where we set our intentions and desires. When the power chakra is balanced, one achieves goals, is self-confident and has strong motivation and direction.

Chakra 4 is the center of sympathy, empathy and love. When the heart chakra is balanced, one feels love and connection to self and others.

Chakra 5 is the center of creativity, self-expression and communication. When the throat chakra is balanced, one has inner trust, inner reliance and easily expresses their ideas and thoughts.

Chakra 6 is the center of intuition, imagination and balance. When the intuition chakra is balanced, one feels strong intuition, a connection to oneself and mentally fit.

Chakra 7 is the center of connecting to something greater than oneself, and expressing wisdom and enlightenment. When the crown chakra is balanced, one feels strong, unclouded and joy for life.

tools chakra™ journey

cards chakra™ balancing

body mists

the chakra™ sensory journey consists of the following steps:1 Lay out all seven Chakra™ Journey Cards symbol side up in random order.

2 Ask the guest to choose three cards that appeal most to them based on color, symbol or word.

3 Use the three corresponding Chakra™ aromas to perform the Chakra™ Sensory Journey.

4 Ask the guest to smell each aroma and say “yes” or “not today.”

5 Narrow down the aromas until they have chosen their favorite.

6 Educate them on the product benefits: “This body spray is formulated to balance the mind and body. It is also great for enhancing yoga and meditation.”

7 Offer to spray the aroma on and around them.

8 Have them close their eyes and take a few deep breaths.

chakra sensory journey

17 | connect aveda



product ivity > body care

product benefit how to use

Caribbean Therapy™

Body CleanserCleanses, hydrates and smooths skin.

Work small amount into rich lather and massage all over body. Rinse.


Bath BarSmooths, nourishes and cleanses.

Lather bar with warm water. Apply to body. Rinse.


Body ScrubExfoliates while softening and conditioning the skin.

Stir product completely in jar. Massage onto wet skin — or dry skin for greater exfoliation. Rinse.


Body CremeRich body creme that soothes and comforts the skin.

Massage onto clean skin using gentle, circular motions.

caribbean therapy™

body care caribbean therapy™

18



product benefit benefit how to use

Rosemary MintBath Bar

Cleanses the skin and invigorates the senses.

Work bar into lather and massage all over body. For greater exfoliation rub bar directly on skin. Rinse.

Rosemary MintHand and Body Wash

Cleanses the skin and uplifts the senses.

Wet hands or body and work into a creamy lather. Rinse.

Rosemary MintBody Lotion

Lightweight lotion invigorates while cooling and revitalizing the skin.



product benefit benefit how to use

Hand Relief™ Intensively moisturizes, nourishes and conditions hands while promoting visible improvements in skin texture and appearance of age spots.

Apply to cleansed hands.

Foot Relief™ Intensely moisturizes, nourishes, conditions and invigorates feet while promoting visible improvements in skin texture.

Apply to cleansed feet.

Cuticle Control™ Minimizes cuticles leaving a groomed, manicured effect.

Apply liberally to freshly cleansed cuticles on hands and feet.Leave on 3-5 minutes. Gently push cuticles back. Rinse wellwith warm, soapy water.

hand/foot

rosemary mint

body care rosemary mint, hand/foot

19 | connect aveda


body care stress-fix™




Stress-Fix™ Concentrate

Portable aroma concentrate infused with aroma clinically proven to relieve feelings of stress.

Glide aroma over pulse points. Use any time of the day to help reduce feelings of stress. Not for use on face.

Stress-Fix™ Body Lotion

Hydrating body lotion infused with an aroma clinically proven to relieve feelings of stress.

Smooth onto clean skin, over entire body with gentle, circular motions. Not for the face.

Stress-Fix™ Soaking Salts

Sugar- and mineral-rich salts infused with an aroma clinically proven to relieve feelings of stress.

Add 2 tablespoons to warm running bath water and soak for 10–20 minutes.

stress-fix™

20


body care spa body



spa body


Calming BodyCleanser

Soothing, all-over body wash that calms the senses.

Lather a small amount on wet skin. Rinse. For the bath, add a small amount to running water.

Energizing BodyCleanser

Stimulating, all-over body wash that invigorates the senses.

Lather a small amount on wet skin. Rinse. For the bath, add a small amount to running water.

Refreshing Bath Bar Refreshes and cleanses the skin.

Lather bar with warm water. Apply to body. Rinse.

SmoothingBody Polish

Cleanses, refines and smooths the skin.

Lather on wet skin in circular motions. Rinse.

SoothingAqua Therapy

Transforms the bath into an at-home spa experience and hydrates skin.

Add a small amount to warm running bath water. Or, mix a small amount into an Aveda Composition™. Massage into skin in the shower to exfoliate. Soak body in bath water. Rinse.

ReplenishingBody Moisturizer

Conditions, hydrates and softens the skin.


21 | connect aveda


body care massage care


massage care


All-Sensitive™

Body FormulaAroma-free, all-purpose formula helps skin,body and scalp retain moisture.

Apply a few drops to dampened skin after shower or bath. Use for all-over body and scalp massage. Apply small amount to face before cleansing if sensitive skin condition exists.

BeautifyingComposition™

Nourishing, conditioning formula for bath,body and scalp.

Apply a few drops to dampened skin after shower or bath. Use for all-over body and scalp massage. Apply small amount to face before cleansing if dry skin condition exists.

CalmingComposition™

Lightweight, conditioning formula for bath, body and scalp soothes and calms the senses.

Apply a few drops to dampened skin after shower or bath. Use for all-over body and scalp massage. Apply small amount to face before cleansing if dry skin condition exists.

EnergizingComposition™

Lightweight, conditioning formula for bath, body and scalp awakens the senses.

Apply a few drops to dampened skin after shower or bath. Use for all-over body and scalp massage. Apply small amount to face before cleansing if oily skin condition exists.

Aveda MenPure-FormanceComposition™

Soothes and rejuvenates scalp, hair and bodywhile energizing the senses.

For Scalp and Hair:After shampooing, massage into wet hair and scalp. Wait 5 minutes. Rinse well. Follow with Pure-Formance™ Conditioner.

For Body:After showering, smooth over damp skin to seal in moisture.

Blue Oil BalancingConcentrate

Stress-relieving oil soothes mind and body.Reduces muscle tension and uplifts the senses.

Inhale aroma to experience the cooling, invigorating aroma. Apply to neck, scalp, muscles, back, temples and otherpressure points. Do not apply to eyes or mucous membranes.

Active Composition™ Provides heating and cooling properties tosoothe muscle tension.

Apply a small amount directly to specific problem areas and massage into skin. Do not use on face or in the bath.


22


22

1 This system helps diminish the appearance of dark spots and discoloration.

2 This system helps to minimize oil and balance acne-prone skin.

3 When a guest uses the Tourmaline Charged radiance system, what results should they see?

4 What steps are in a complete botanical Kinetics™ basic skin care system?

5 When a guest uses the green Science™ system, what results should they see?

6 This system helps a guest balance normal to dry skin.

7 What product benefits could you share with a guest about hand relief™?

8 What body care system would help excite the senses?

skin care knowledge check

23 | connect aveda


action plan

I willMake 3 commitments of things that you are going to do as a result of this module.

1

2

3

1


1

Lesson #8: Makeup

color your world

where do you see color in the world? (other than everywhere)

how does color inspire you?

pick a color that describes you. what is it and why?

2 | connect aveda


makeup unit and product form overview

complexion eyes/cheeks lips

Inner light™ ConcealerPure Comfort™ Eye Makeup remover

nourish-Mint™ lip Definer

Inner light™ Mineral Tinted Moisture SPf 15

Petal Essence™

Eye Definernourish-Mint™ Smoothing lip Color

Inner light™ Mineral Dual foundation

Petal Essence™

Single Eye Colornourish-Mint™ Sheer Mineral lip Color

Inner light™ Mineral Pressed Powder

Petal Essence™

Eye Color Trionourish-Mint™ rehydrating lip glaze

Inner light™ Mineral loose Powder

Mosscara™ nourish-Mint™ renewing lip Treatment

Petal Essence™

face Accentslip Shine

Uruku bronzer Uruku lip Pigment

Color Options™ Eye Shadow Transformer

Uruku Color gloss

lash Abundance™ boosting Serum

3


3

The brazilian Amazon has always been home to the

indigenous Yawanawa people. And despite a century of

challenges to their traditional land rights, they have held

fast to their history and their connection to the land.

Sincethe’90s,Avedahashelpedsustainthatconnection.

Native renewalAt the heart of the matter is a simple seed pod. The seeds of the indigenous bixa orellana plant contain urukum, a deep red-orange pigment vital to the spiritual and cultural life of the Yawanawas. As the custodians of the urukum tree, the tribe collects its pods carefully, so as not to disturb the natural cycle of growth. In the 1800s, however, rubber barons usurped the tribe’snativelands,ruthlesslycuttingthetreesforlarge-scalerubber production, and driving the Yawanawas into forced labor. “We had a hard time,” says Tashka Yawanawa, Chief of the Yawanawa People. “When the patrons came to our community,theysaidthelandbelongedtothem,andwedidn’thave any right over anything. for so many years, my people lived like a slave people.” With a collective, powerful determination to restore their way of life, the Yawanawas lobbied, over decades, to win back the rights to their tribal lands. “After 20 years, we reflected, and we saw that many sacred places—like our cemetery, lakes, places where the Yawanana learns to be a hunter and a warrior—were outside of our actual territory,” says Tashka. “The Yawanawahadameetingandwesaid,‘we’regonnarecoverthat.’”AndinAugust2007,420,000acreswereconfirmedbythe brazilian government as Yawanawa land. In the process, the tribe developed a strategy to sustain them in the face of modernization: in the 1980s, they began seeking partnerships to grow the bixa plant for outside use.

celebration of color: brazilian urukum

4 | connect aveda


celebration of color: brazilian urukum (continued)

A natural applicationUrukumwasanaturalfitforAveda,whosawitspotentialtocreatemakeupwith100%naturallyderivedcolorants; the Yawanawas themselves had used the pigment on skin for centuries. Today, thanks to the Aveda partnership, the pigment meets new standards for purity: its growing and processing are certified organic.

A path to economic independence “Aveda was the main support that worked with us these last 15 years,” says Tashka, “and we feel that we are not alone; we are there in the rainforest, but we are connected with all of you that respect and appreciate the Yawanawa—how we live, how we are.” In 1993, when Aveda first joined the bixa project, it enabled the tribe to plant 16 hectares of urukum and build a new village: nova Esperança, or “new hope.” In 2003, our contract was amended to allow the direct sale of urukum seeds to Aveda—ensuring profits go back to the community, notamiddleman.ItalsocalledforAveda’scontinuingsupportofYawanawasocialprojects,includingasolar energy system, a school, clean water facilities, and a village health clinic. In all, Aveda supports the Yawanawas’visionfortheirfuture:tokeepourpeoplelivinginsidethecommunitywithpeaceandsimplicity,utilizing what is basic and necessary.

Read “Celebration of Color: Brazilian Urukum”Tell the story of the Yawanawa in your own words. Make your story two sentences or less.

5


5

makeup complexion products


product ivity > complexion products


Inner Light™ Concealer

Full coverage creme camouflages darkness, fine lines, pores, under eye puffiness and imperfections.

Spot treat to camouflage. Do not apply to entire face.

Inner Light™ Mineral Tinted Moisture SPF 15

Natural, dewy finish Balances skin tone.

Place a small amount in palm of hand. With fingertips or sponge lightly dot on brow, nose, cheeks and chin. Blend over entire face in a slow downward motion.

Inner Light™ Mineral Dual Foundation

Matte finish, long wearing formula provides smooth look of powder with even look of creme. Improves skin radiance. Minimizes appearance of fine lines and pores.

Apply with damp sponge for a subtle, light finish and semi-matte complexion. Layer over foundation for an elegant ultra-matte finish. Use dry over bare skin for an opaque matte finish.

Inner Light™ Mineral Loose Powder

Sheer, luminous, matte finish powder sets makeup beautifully.

Press powdered puff gently on skin, blotting shiny areas. Dust off excess powder with brush.

Inner Light™ Mineral Pressed Powder

Sheer coverage powder provides a semi-matte finish. Helps control breakthrough oil, reduces shine and appearance of fine lines, pores and uneven skin tone.

Press powdered puff gently on skin, blotting shiny areas.

6 | connect aveda


6 | makeup

makeup eye/cheek products


product ivity > eye/cheek products


Mosscara™ Fast-drying mascara formula for conditioned, resilient, healthy lashes that are long, plush and velvety soft.

Apply at the lash line of upper and lower lashes, gently brushing from roots to tips of lashes.

Petal Essence™ Face Accents

Petal smooth face color trio provides long-wearing accents creating the perfect blush, flush, bronze or highlight.

Sweep over cheeks to shape and contour. Apply to forehead and chin for more radiance.

Uruku Bronzer Light-reflecting bronzing duo contours and defines for a glowing look.

Apply lighter shade high on cheekbones. Contour with deeper shade. Use all over to create a bronzed glow.

Lash Abundance™ Boosting Serum

A gentle, botanically-based formula — more than 98% naturally derived – that is clinically proven to give fuller, thicker, longer looking lashes in just 8 weeks.

Use sparingly. Apply a thin line of serum to clean, dry skin at the base of upper and lower lashes (as though you were applying liquid eye liner) twice daily. Avoid direct contact with eyes. Allow serum to dry prior to makeup application. Gentle enough for use daily. Ophthalmologist tested; safe for contact lens wearers.

7


product ivity • makeup 4

product ivity > eye/cheek products


Pure Comfort™

Eye Makeup Remover

Aroma-neutral, opthamologist-tested, dermatologist-tested, oil-free formula gently dissolves makeup.

Apply small amount to cotton. Close eyes and gently wipe around eye area. Do not put directly into eyes.

Color Options™ Eye Shadow Transformer

Transforms Aveda powder eye shadows into a liquid liner or intense cream shadow while extending wear.

Intense Cream Shadow: To maximize payoff and intensity of your eye color, dip Eye Shadow Transformer Brush into 1-2 drops of Eye Shadow Transformer. Next, place brush head in pan and agitate to free product from the surface area of the pan. Tip: Stay along outer perimeter of pan. Apply to eye lid and repeat to desired intensity. Liquid Liner: Mix 1-2 drops with a dusting of eye color and apply as a liquid liner using the Eye Shadow Transformer Brush.

Petal Essence™ Single Eye Definer

Smooth, creamy pencil lines, defines and accents eyes and brows.

Smudge a thin line softly along upper lash line. Blend.

Petal Essence™ Single Eye Color

Smooth, talc-free, mineral oil free powder shadow that blooms in crease-resistant color and lasting wear.

Pat or press on slowly and evenly until desired level of color is achieved. Blend.

Petal Essence™ Eye Color Trio

Smooth, talc-free, mineral oil free powder shadow that blooms in crease-resistant color and lasting wear.

Pat or press on slowly and evenly until desired level of color is achieved. Blend.

Mosscara™ Fast-drying mascara formula for conditioned, resilient, healthy lashes that are long, plush and velvety soft.

Apply at the lash line of upper and lower lashes, gently brushing from roots to tips of lashes.

Petal Essence™ Face Accents

Petal smooth face color trio provides long-wearing accents creating the perfect blush, flush, bronze or highlight.

Sweep over cheeks to shape and contour. Apply to forehead and chin for more radiance.

Uruku Bronzer Light-reflecting bronzing duo contours and defines for a glowing look.

Apply lighter shade high on cheekbones. Contour with deeper shade. Use all over to create a bronzed glow.

makeup eye/cheek products

8 | connect aveda


makeup lip products


product ivity > lip products


Nourish-Mint™

Renewing Lip Treatment

Colorless lip conditioning treatment replenishes lips with moisture and sheen. Smooths fine lines by 26%.

Follow the natural contour of the lips.

Nourish-Mint™ Lip Definer

Gives lip color extended wear and prevents from feathering.

Line and fill in the entire lip. Follow with lip color or gloss.

Nourish-Mint™

Sheer Mineral Lip Color

Sheer coverage lipstick smooths fine lines by 26%.


Nourish-Mint™

Smoothing Lip Color Full-coverage satin finish lipstick smooths fine lines by 26%.


Uruku Lip Pigment Smooth, creamy lipstick with sheen. Available in two finishes – full and sheer.


Uruku Color Gloss Lipstick that gives glossycreamy color.


Nourish-Mint™ Rehydrating Lip Glaze

Liquid lip gloss delivers moisture. Plumps and smooths the look of fine lines.


Lip Shine Wet-gloss that drenches lips in high shine and translucent color.


9


Always wash hands before and after applying any product.

hygienically remove products and place the products on a tissue at the workstation.

Scrape powder products onto tissue. Apply using disposable applicators.

Apply creme products on to cotton swabs, wooden spatulas, sponges.

Sharpen all pencil products before and after use.

Apply mascara with a disposable mascara wand. Do not double dip the wand in the tube.

Discard applicators immediately; never leave them in the display or the counter.

makeup ritual

hygiene

how to offer a makeup ritual:

“While you’re here, I would love to touch up your makeup. We have some beautiful colors that would look great on you…”

what is a makeup ritual?

notes:

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Choosing Complexion ShadeInner Light™ Mineral Tinted Moisture SPF 15

• Evaluateguest’sskintone–fair,medium or deep

• Choosetwotothreeshadesthatappear close to the natural skin tone

• Applyasmallamountofcoloronthecheek area or along the jaw line with a cotton swab. blend slightly. Always check by testing color on the face.

• Choosecolorthatblendsinvisiblyinto the skin.

• Ifpossible,comparecolorsindaylightor natural light.

• Mixshades,ifnecessary.

makeup ritual face

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makeup ritual eyes

Steps to perform a makeup ritual on the eye

1. Prepare the lid by removing existing makeup. (optional)

2. Choose a highlight color. This is the lightest shade in the look.

Apply the highlight color all over the lid as a sheer wash of color.

3. Apply eye definer along entire upper lash line using small, short

strokes. gently blend eye definer.

4. Set eye definer with your deepest chosen eye shadow shade.

5. Apply mascara to top and bottom lashes.

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Cheek ColorApplication

• Applyasmallamountofproduct,startingattheapplesofthecheeks.

• Workincircularmotionsuptowardsthehairline.

makeup ritual cheeks

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lip color application

Lip Pencil – Benefits

• Uselippencilwhenamoredefined lip is desired

• Toachievemattefinish,wearlip pencil alone

Application

Apply a lip moisturizer liberally over the entire mouth.

To create a symmetric mouth, use the following guidelines:

1 begin on outer corner of top lip, working toward the center of lip. follow the natural contour of lips.

2 repeat on other side of the mouth, working toward the center of lip.

3 Create the “M” at the center of the top lip.

4 begin on the bottom lip at outer corner, working toward center of lip.

5 repeat on other side of the mouth, working toward the center of lip.

6 blend pencil toward center of lips–gradually fading into natural lip tone at the center.

Lip Color

Application

1 Select lip color.

2 begin application of product in center of lower lip and blend over mouth.

3 follow the natural contour of the lips.

makeup ritual lips

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Reinforce your Makeup Ritual knowledge by completing this knowledge check.

Application

complexion 45 seconds What products are recommended for the Makeup ritual for the complexion?

What are the steps?

eyes 2–4 minutes What products are recommended for the Makeup ritual for the eyes?

What are the steps?

makeup ritual knowledge check

15


Application

cheeks 15 seconds What are the steps for the Makeup ritual for the cheeks?

lips 1 minute What products are recommended for the Makeup ritual for the lips?

What are the steps?

makeup ritual knowledge check (continued)

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have you tried aveda makeup before? (if yes, which colors?)

what types of colors do you normally like to wear?

what things do you consider when choosing your makeup?

discovering needs makeup

demonstration notes:

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action plan

I willMake 3 commitments of things that you are going to do as a result of this training module.

1

2

3

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notes

19


notes

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