Product efficacy is a top priority for retail consumers and their online purchases, particularly if they have not tried a product before.

Our consumer needs to see the proof points of performance. Aveda asked to reimagine their before and afters to highlight high performance collections and their efficacy for hair and scalp, while maintaining a prestige look and feel, and leaning into the sensorial aspect of hair care that makes them uniquely Aveda.

The visual direction uses warm day lighting, soft flags to lean into the botanical-powered ingredients of the haircare products.