Consumer Campaigns
Invati Ultra Advanced
Invati Ultra Advanced™: Aveda’s Biggest Launch Yet
Aveda has been a pioneer in hair thinning solutions for over two decades, and the launch of Invati Ultra Advanced™ marks our most powerful innovation yet.
Since its debut in 2012, Invati has grown into a nearly $100M franchise, a testament to its performance and guest loyalty. This campaign’s full-funnel approach from performance-driven storytelling to editorial content and regimen education helped drive both awareness and conversion at every touchpoint of the consumer journey.
Scalp Solutions
Scalp Solutions™: A New Era in Scalp Care
In 2023, Aveda introduced Scalp Solutions™, a new franchise and future hero rooted in our high-science innovation and expertise in scalp biology. This ownable platform redefined the scalp care category bringing performance, artistry, and education to the forefront while addressing the five signs of scalp aging.
The franchise continues to expand Aveda’s reach, resonating with a broader luxury consumer base. By merging our scalp authority with expert artistry, we inspired guests and artists alike through relatable, shoppable content and elevated fashion-forward storytelling.
Botanical Repair & Earth Month
Botanical Repair™ x Earth Month: Beauty with Impact
In 2024 and 2025, Aveda spotlighted its #1 franchise, Botanical Repair™, in purpose-driven Earth Month campaigns—Power of Every Drop and Changing Worlds with Clean Water. Through limited-edition launches benefiting charity: water, we connected plant-powered beauty with clean water access.
Collaborations with artists Laolu Senbanjo and Melissa Koby infused the campaign with rich storytelling and cultural artistry, while the viral #NoWashDay challenge (10.5M+ TikTok views) turned consumer engagement into global impact—proving that beauty can be a catalyst for real-world change.
Miraculous Oil
Miraculous Oil: A Vegan Shine Revolution
Aveda’s Miraculous Oil launch fills a critical gap in the portfolio, entering the fast-growing hair oil segment with a high-performance, vegan formula designed to illuminate, soften, and strengthen hair, honoring sustainability and tradition. The launch came to life through the ‘Shine Miracles’ campaign—a unified go-to-market strategy spanning paid media, influencers, PR, salon education, loyalty, and storytelling across Aveda.com and social.
