Antoinette BEENDERS

SVP Creative Director | AVEDA



QUESTION: What was your very first job?

ANSWER: My first job was working at a hair salon in The Netherlands. Looking back at that now, it really taught me how to speak with a consumer and sell my ideas. If you can talk people into cutting their hair off, you can talk them into anything. 


QUESTION: Please describe, in your own words, what your job is and what work it entails. 

ANSWER: I am currently the Senior Vice President of Global Professional Artistry at Aveda. This is a brand new position for me after spending 14 years as the Global Creative Director for the brand. I’ve been closely involved in concepting and bringing to life countless creative campaigns

and now have the opportunity to expand our global reach focusing on artists and artistry.


QUESTION: How did you discover that the creative world was right for you?

ANSWER: I have always been a creative, and in the beginning of my career, hair was my medium. As my career evolved and I became more involved in editorial work, I fell in love with everything that goes into bringing a look, shoot and campaign to life. This, as well as my love for photography, led to more involvement in the complete creative process. Whether it’s through a campaign, video, fashion show or presentation, I have a passion for creating that now shines through in various mediums.


QUESTION: In your constantly growing and expanding industry, how do you find inspiration

to keep your work fresh, innovative and relevant? 

ANSWER: Travel has always been a primary source of inspiration for me and I feel very fortunate that my work at Aveda has taken me all over the world. I’m never in one place for too long and the consistent change of scenery keeps my creative juices flowing and forces me to look at things in new, fresh ways. I believe that in order to really connect with your customer, it’s important to have feet on the ground in the corners of the globe you’re trying to reach.


QUESTION: If you had to pick one piece of work or project you’re most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,”

what would it be? 

ANSWER: It’s hard to choose, but I would have to say the original Aveda Invati campaign that launched in 2015 is a project I’m very proud of. We were able to effectively fuse the 5,000 year history of Ayurveda with a modern technology and a fresh behind-the-scenes video campaign, shot on location in Jaipur, India in 100 degree heat. This footage was then edited into one of Aveda’s first TV commercials. It was a huge moment for Aveda and I’m so proud to have been part of it.


QUESTION: Which creative disciplines do you commission most, and are most interested in

seeing more of and why? (ie photo, film, social, experiential, vr, etc.)

ANSWER: Thanks to the wealth of opportunity afforded to me in my years at Aveda, I am well versed in several creative disciplines and truly find them all to be equally important and interesting. To me, it’s commissioning the right mix in order to speak to your target audience and bring your subject matter to life.


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