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)

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