How Aveda Turned Salon Stylists into Co-Creators for Its Newest Haircare Hero
Aveda is reshaping its product development approach by placing salon professionals at the heart of its innovation strategy. With its new Miraculous Oil High-Shine Hair Concentrate, the brand drew heavily on feedback from its community of hairdressers—spanning over 6,000 salons and institutes—to refine everything from the scent profile to the educational materials supporting the launch. The result is a stylist-approved product that tames frizz, enhances shine, and caters to all hair types and textures.
This launch comes at a critical time for Aveda and parent company Estée Lauder, which is facing a dip in hair care sales and undertaking broad organizational changes. Positioned against industry favorites like Moroccanoil and Kérastase, Aveda’s new $42 product aims to compete not only on performance but also on values like sustainability and ingredient transparency. Its clinically backed benefits—delivering 195% more shine and 24-hour frizz control—give the brand strong claims to anchor marketing efforts.
Beyond performance, Aveda is emphasizing purpose-driven storytelling. From sourcing daikon seed oil in Oregon to using Jeju Island’s tsubaki seed oil, the company invited stylists to experience its supply chain firsthand. These efforts align with the formula’s vegan, cruelty-free, and ethically sourced positioning. Aveda also continues to invest in community-building through events like its annual Aveda Congress, which connects professionals to brand education and innovation.
For the professional beauty industry, Aveda’s strategy highlights the power of co-creation and community validation. By treating hairdressers as core collaborators rather than end-users, the brand boosts credibility and loyalty while ensuring its launches meet real-world salon demands. As the market grows increasingly competitive and values-conscious, beauty brands have an opportunity to rethink how product innovation and advocacy can emerge from the same hands—those holding the shears.
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