After successfully increasing Aveda's presence in European countries, Vincenzo Minore now oversees business expansion across the Asia-Pacific region including Thailand, where its first store officially opened its doors at Siam Paragon last Thursday.
"We were successful in Europe because Aveda is a hi-touch brand with hi-tech products," said Minore, who was appointed vice-president/general manager of Aveda Asia-Pacific in June 2011.
The hi-touch refers to Aveda rituals, such as the welcome tea and stress-relieving massage, delivered at its hair salons and retail stores called Aveda Experience Center. Moreover, customers are regarded as "guests".
"We make our guests feel at home and welcome them with the Aveda rituals before providing consultation and service. So we operate in a different way that's not only about offering products," Minore said.
The Swiss executive revealed that after learning the rituals, he gave his children the massages, which strengthened their connection.
Meaning the "knowledge of all", Aveda draws inspiration from Ayurveda, an Indian traditional healing based on the knowledge of life and the interconnectedness of all things.
The American brand was founded by a professional hairdresser, whose journey to India made him a believer in Ayurveda, which for over 5,000 years has proven that treating the whole person brings a better balance and well-being.
Vincenzo Minore, Aveda Asia-Pacific’s vice-president and general manager.
This inspired a holistic approach to beauty, with products effecting not only hair and skin, but mind, body and spirit.
"Our heritage is in hair. So we tend to talk more about hair and we have to maintain our strength in our roots, by providing hairdressers with high-performance products," said Minore, who revealed plans of opening an Aveda salon in Bangkok next year.
Meanwhile, the Aveda Experience Center is where one can get some good beauty advice and enjoy the Aveda rituals.
"Buying off the shelves, consumers may try a haircare product, and if it doesn't work, they try another brand," Minore noted. "They think they have a particular problem, but after consulting an Aveda advisor they may find that it's another problem. Moreover, hair condition can change, requiring another haircare system. Thus the advice provided at the Aveda Experience Center can make a difference in keeping hair in good condition."
For instance, consumers may misperceive that they have fine hair, but only after consulting an expert they learn that it's another problem such as breaking hair.
Aveda haircare systems include hair-strengthening Damage Remedy with quinoa protein, the 97% naturally derived Invati with Densiplex containing ginseng and turmeric, and Be Curly with wheat protein and organic aloe.
Since its beginning in 1978, the Minneapolis-based brand has been working with Ayurvedic physicians in India to develop plant-based beauty products.
Ayurvedic herbs include turmeric, which has been used for thousands of years to treat many conditions and illnesses. It was selected as a key ingredient for Invati, recommended for thinning hair. The turmeric is sourced from India, where Aveda supports a local firm to grow Ayurvedic herbs via organic agriculture, as a part of its eco-friendly commitment.
Over the years, more and more organic essential oils and herbal ingredients are being incorporated into Aveda's green cosmetics.
"Thirty years ago, there wasn't a trend for green cosmetics, but Aveda started by doing something different," said Minore. "But it's not merely about a shampoo with natural ingredients. Drawing inspiration from the principles of green science combined with Ayurvedic wisdom, we constantly innovate in botanical technologies to develop performance-driven products that serve the needs of consumers."
The product range has now expanded to skincare, make-up and perfume for head-to-toe beauty.
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- Writer: Kanokporn Chanasongkram