They say the grass is always greener on the other side. Curly-hair women dream of silky smooth locks while straight-tressed gals wonder what sexy, wild curls would feel like. Aveda has come up with a magical solution to enable the curly-haired to switch back and forth, almost seamless: Aveda Smooth Infusion Naturally Straight.
Scheduled for release in June, this extraordinary balm aggressively straightens locks with one application and a blow dry – no flat iron required! This new lightweight styling creme creates straight, smooth styles without disrupting natural curl pattern and it defends against the humidity, perfect for the long-awaited summer. To show off and celebrate this masterpiece and preview the product, Aveda Canada held a cocktail party at Hotel Ocho, Toronto, featuring a Photo Exhibition by Ray Civello, CEO of Aveda Canada.
“Naturally Straight is a truly innovative product—a must-have for anyone who straightens their hair,” says Civello. “I was excited to combine my passion for hair and photography to capture real people who have tested the product, proudly showing off their real results.”
Civello’s concept was transforming curly-haired tastemakers into straight-haired models, artfully photographed in black and white. Each picture is a headshot with high impact, and since the tastemakers were present at the cocktail reception, it was quite charming seeing them enjoy seeing themselves blown up in this special photographs. In addition, three Goddess-styled models with half their hair curly and half straight were posing at the venue, further reinforcing the power of the Smooth Infusion Naturally Straight product. The overall effect was sophisticated and minimalistic, a successful celebration of the power of national beauty.
Image credits: First two images by T. U. Dawood (with the photos IN the first image by Ray Civello); third image by Kalen
