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Wella Professionals Re-Invents its International TrendVision Award

Tuesday, 13 March 2018 15:57

Coty’s Wella Professionals has announced  that this year’s International TrendVision Award (ITVA) competition finals will take place in the colorful city of Lisbon, in the first week of November, 2018.

The 16th edition of the industry-leading competition will feature a new, redesigned format aiming to take the creative excellence of competitors to the next level and leveraging digital technology and social media channels to connect an even greater number of hairdressing fans around the world.

Sylvie Moreau, President Coty Professional Beauty, comments : “ITVA is all about celebrating and elevating hairdressing talent and as such, it is an integral part of Wella’s commitment to elevate hairdressers and hairdressing industry. Over the years, we’ve been updating the format to improve its reach and impact for the competitors. This year we are taking another big step, showcasing the best that our industry has to offer and truly leveraging digital to broaden the awareness of the competition, but also industry as a whole”. 

The first part of the re-invention will be to raise the global finals to a new level of creative hands-on experiences and mentorship. Instead of a 3-hour model preparation time from previous years, the competitors will have a chance to experience a 2-day Creative Retreat with some of the top names in the industry. During this time they will be challenged – and supported - to go beyond their comfort zone in various areas of hairdressing skills, craft and creativity. 

“This will truly be a once-in-a-lifetime experience for our competitors, as they get a bespoke, hands-on learning and mentoring by some of the top names and educators in the industry. I am delighted to announce Patrick Cameron and Sonya Dove as our first mentors in the Creative Retreat line-up, with more announcements over the coming months," added Michelle Mason, Senior Vice President Education, Coty Professional Beauty.

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