ANTOINETTE BEENDERS TAKES THE REIGNS ON AVEDA'S GLOBAL CREATIVE DIRECTION Minneapolis, MN (Sept 1, 2005)—Aveda Corporation is pleased to announce that world-renowned hair stylist and British Hairdresser of the Year Antoinette Beenders will begin working in a newly-created global creative role with Aveda. Beenders brings her originality, talent and vision into the inner workings of Aveda's design, marketing, global communications, education and research and development teams. Her mission will be to inspire and direct Aveda’s creative growth. "Antoinette's work has inspired countless stylists and generated incredible enthusiasm among the press worldwide," says Dominique Conseil, president of Aveda. "We are thrilled to begin this new relationship with Antoinette and look forward to seeing her artistic expression in action as a creative leader to Aveda’s corporate teams." Beenders will determine styling trends and lead styling product development. She will direct the vision and training of Aveda's hair cutting and styling programs, including the creation of brand imagery and leading junior artistic teams in Europe and Asia and workshops with young stylists across the globe. Beenders will also maintain her personal clientele in London—keeping a close link to the ever-evolving desires and needs of her clients. Previously Global Style Director for Aveda, Beenders first began working with Aveda in 1997 as a global guest artist and as Creative Director for The Urban Retreat – Harvey Nichols Aveda Concept Salon in London. She was named International Creative Director for Aveda in 1999. Since then, she has represented Aveda across the world, including Australia, Denmark, Germany, Hong Kong, Ireland, The Netherlands, Norway, Sweden, Taiwan, the United Kingdom, and the United States. With Aveda's environmental and social mission as her launching pad, Beenders is poised to lead the company in new and ambitious creative endeavours. She will be located in London, New York and Blaine, Minn. and will report directly to Aveda president Dominique Conseil.