An exclusive interview with Tippi Shorter on the behind-the-scenes of the Smooth Infusion™ Naturally Straight Shoot

Tuesday 15 July, 2014 – Living Aveda Blog – LivingAveda

Last Spring in New York City, Aveda brought four top Beauty YouTubers to the Aveda Academy in New York City to meet Tippi Shorter, Aveda Global Artistic Director for Textured Hair, to talk about new Aveda Smooth Infusion™ Naturally Straight and experience the product on their own hair.

Alyssa of Alyssa ForeverRachel Martino of Rachmartino*, Gena M of, and Daisy Jing of Perfect Beauty were brought to the Academy and received expert hair advice from Tippi through a one-on-one consultation and then each Beauty YouTuber experienced Aveda Smooth Infusion™ Naturally Straight on their own hair.

Alyssa with super curls, Rachel with waves that tend toward frizz, Daisy with hair that is relatively straight, but with a bend and Gena, who has curls quite close to Tippi’s own texture, all left the Academy with super straight styles.

During the experience, the tables were briefly turned as the Beauty YouTubers offered Tippi their expert advice on creating a You Tube Channel and the tricks of social media for brand building.

Here Tippi shares her thoughts on the day:

How was the overall experience of the day and working with the Beauty YouTubers?

Tippi: It was a lot of fun; it was really good to show the product to people who had never heard of it before and see the amazing results. It was great! The whole turnout was beautiful and I had a really great time.

Did anything standout to you, either with the day or specifically with any of the girls?

Tippi: It was good to work with someone like Rachel because at first glance it looked like she has straight hair, but really her hair is wavy and that day it had tons of frizz. She’s based in New York and her hair will tend to get frizzy daily because of the humidity, so this product was really great for her, she was a perfect candidate. Working with Alyssa was also cool because her hair was so curly and she doesn’t really straighten her hair too much. This was really good for her to see the results and see how her hair can look in a new way. Interesting as well is that Alyssa also mentioned that when she does straighten her hair it takes her three-times as long to do it, so moving forward, if she continues to use Naturally Straight, this will definitely save her some time.

We heard the tables were turned in regard to expert tips; you offered the girls advice on their hair while they supplied advice on social media.

Tippi: That’s Right! They showed me how to get a YouTube channel! I wanted all my videos in one concentrated place and they helped me get it set up. Now you can find my videos at my channel Tippi Shorter. They also helped me to do different things on my Instagram @tippishorter; it was really great!

With an Instagram presence, Twitter account, Facebook page and now your own YouTube Channel, why are you so active in social media?

Tippi: For me, I use social media as a platform for education, awareness, to share upcoming dates of classes that I am teaching, and to help expand my reach.

How do you feel about the new Naturally Straight?

Tippi: I am very excited! I love the product; the results are astounding! I’ve been watching a lot of YouTube videos of people using the product, doing their own tests and it’s really great. As a stylist, I know how to properly use products, to properly use heat, etc., so it’s really good to see people without the stylist background using the product themselves and get great success from it.

Aveda Smooth Infusion™ Naturally Straight launched on June 1 and has already received wonderful reviews from our guests, such as the following:

This new product is amazing. I’m a stylist and love using this on guests! I also use it myself. My main hair concerns are volume and frizz and this product does not weigh my hair down and completely removes frizz. Also makes my hair dry way faster!

Read more of our guest reviews here and be sure to try new Aveda Smooth Infusion™ Naturally Straight yourself! The full line is available for purchase on our website!

*Rachel Martino is a fashion and beauty YouTube vlogger and works for The Estée Lauder Companies, our parent company

Tell us, are you excited to go Naturally Straight?