USP Aveda claims to offer treatments based on a holistic
approach and using the five elements of nature. Each treatment is described
as “a sensory journey that aims to give your mind and body balance”. In need
of some serious balance, both for mind and body, I booked myself in for a
facial to see if the calm aura of the Institute could rub off on me.
AMBIENCE A hairdressing academy, a shop, a café and treatment
rooms all combine to create a bustling, though, relaxed atmosphere, as
dozens of funky hairdressers in obligatory black move about the building.
The Institute, which opened in 2001, still looks sleek and modern with its
stone, glass and wood materials creating an oriental over-tone. In contrast
to the light, airy bustle of upstairs, the treatment rooms are in the
basement and are extremely dark. In fact, it was so dark that it was
difficult to see the waiting area or anyone else. The room was spacious and
lit only by a couple of tea lights, in fact, I was wondering how the
therapist was going to see my face at all. The typical mood music must have
been fairly inoffensive as I can’t recall it.
EXPERIENCE I was a guinea-pig for one of Aveda’s newest
treatments, the Botanical Skin Resurfacing Facial, which uses tourmaline.
Designed to be an alternative to micro-dermabraison, I was quite nervous as
the word “resurfacing” sounds quite aggressive and in my mind conjures up
the image of some serious excavation work. I was then sat down with a
footbath and questionnaire. In keeping with Aveda’s aim to offer tailored
holistic treatment, the questions were designed to draw out which areas to
focus on to rebalance my skin according to the Eastern principles of Air,
Water, Fire and Earth - appropriate oils were then selected. The therapist
asked a range of good questions (she asked me to describe my skin, my mood,
my daily routine etc), which made me think that she really was working out
the best treatment for me and that it wasn’t being done just for effect as
is sometimes to case. I felt like I was in the hands of someone who knew
what she was doing, and when she promised that I could return to work after
the facial without looking red and blotchy, I lay back and started to relax.
The treatment was very gentle, soothing and the arm and shoulder massage,
while a facemask was doing its thing, was bliss. True to her word, an hour
later, my skin was feeling great - cleansed, soft, glowing and most
startling of all – I was back at work within half an hour and I didn’t look
as if I had been “resurfaced”. The one area that surprised me was the
after-treatment procedure. I wanted to wash the oils out of my hair and
having been shown to the relatively small shower room, I then had to get
dressed and head back up to the salon to dry my hair amongst the
hairdressers and their clients which seemed a little out of keeping with the
experience.
IN CROWD Fans of Aveda treatments and products include
responsible global citizens such as Keira Knightley, Helena Christensen and
Anna Friel. To my mind, The Aveda Institute is not really a day spa, it is
more a pit-stop for one or two treatments in the midst of a busy week.
Rather than a destination for Park Avenue princesses to while away the day,
its clientele looked as if they were fitting in a spot of pampering before
heading off on a five-star yoga holiday in Ibiza to muse over how to become
at one with the planet and themselves.
FOOD Herbal teas or water during your treatment. For
something substantial, healthy light snacks such as salads and noodle soup
are served upstairs at the Institute's café, open to the public. Though you
wouldn't want to sit there in your dressing gown on show to the passing
world.
WALLET WATCH Mid to expensive - my one-hour facial cost
£80-£85. Aveda’s products are all clearly on display, both in the treatment
rooms and in the shop which you pass through as you leave, so unless you are
very strong willed be prepared to add a few things to the bill. The
Botanical Skin Resurfacing Facial is currently available from selected Aveda
salons and will be available nationwide from September. Enquiries line is
0870 034 2380
NEED TO KNOW The Aveda Institute, 174 High Holborn, London
(0207 759 7355; www.aveda.co.uk)
