A BIG IDEA FOR AVEDA:

BOTANICAL REPAIR

Campaign: Rooted In Repair

When I think about Aveda’s Botanical Repair range, I don’t just think about hair. I think about the rituals that make us feel human again. So, I created a campaign that’s all about restoring from the roots up (literally and emotionally).

On a personal note, Botanical Repair is my all-time favourite. It was recommended to me years ago by my hairdresser at Headgardeners in Cronulla, and I’ve seen firsthand how it transforms damaged hair. This campaign is built on that genuine connection to the product range, and the story that I want others to experience as well.

The Event: A Sensory Wellness Experience

Why an event?

In my experience at Poem, events deliver results. They create meaningful content, build genuine relationships with your customers and drive brand trust in a way that digital alone often can’t.

The Concept

I’d host the wellness event at Slow House Bondi, a beautiful wellness space known for its bathhouse, massages, saunas, and overall calming, minimalist atmosphere. Since wellness houses are trending, it’s the perfect space to bring Botanical Repair’s restorative, plant-powered story to life.

The venue would be styled with fresh botanicals and natural textures to echo the ingredients in the range.

We would invite some of Australia’s leading influencers and lifestyle/beauty journalists to the event. Guests would experience the product through:

  • Scalp massages with the Botanical Repair ranged, aimed to stimulate the scalp and refresh the mind

  • Product-infused botanical showers

  • Botanical Repair hair masks integrated into the Slow House facial range

  • Herbal teas and a guided sound bath and yoga class

Every touchpoint would be considered, calming and rooted in Aveda’s values of wellness, sustainability and nature-first beauty.

The Botanical Bar: Limited Edition Pop-Up

To extend the campaign, I’d launch a Botanical Repair Pop-Up Bar at Slow House Bondi for the month following the event. It would keep the conversation around the product range going and offer a more accessible way for everyday guests and locals to connect with the range.

The pop-up would feature:

  • Botanical Repair integrated into Slow House’s facials and treatments

  • Product samples available to take home

  • Herbal tea pairings inspired by the range

This experience keeps the product front-of-mind in a relaxed, wellness-led setting, creating ongoing exposure in a way that feels natural to both Aveda and to Slow House.

Supporting Content: Influencers

To amplify the campaign, I’d partner with a curated mix of wellness-focused and beauty influencers who embody Aveda’s values: sustainability, natural beauty and mindful self-care.

These creators would share real, personal stories through Instagram Reel and TikTok content that’s educational and genuine.

We’d also send beautifully curated PR boxes featuring the Botanical Repair range, and run a series of giveaways offering product gifting and vouchers for one-on-one consultations with Aveda hairdressers.

By focusing on quality creators and thoughtful moments, this campaign would build lasting brand loyalty while reinforcing Aveda’s reputation as a leader in clean, conscious beauty.

Why It Works

This campaign brings together what I love doing most: brand storytelling, content strategy and immersive experience design.

It meets people where they are: online, in salons, in their wellness rituals, and in real life. And it gives Botanical Repair a space to shine.