Wella professionals changes international trendvision format

Wella Professionals have announced exciting changes to their always eagerly anticipated International TrendVision Awards (ITVA). The sixteenth edition of the competition will feature a new, redesigned format which the brand hopes will take the creative excellence of competitors to the next level. With this new format the brand also aim to leverage digital technology and social media channels to connect an even greater number of hairdressing fans around the world. Sylvie Moreau, president Coty Professional Beauty, commented: “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”. One of the changes that'll enrich the competition further will be to raise the global finals to a new level of creative hands-on experiences and mentorship. Instead of a three hour model preparation time from previous years, the competitors will experience a two day Creative Retreat with some of the top names in the indu stry. During this time they will be challenged and supported to venture out of their comfort zone in various areas of hairdressing skills, craft and creativity. Patrick Cameron and Sonya Dove are the first names to be announced as mentors for the creative retreat, with more names to be announced soon. The new format of ITVA will have a strong digital element to allow the worldwide audience to experience the event as closely as possible. "The rise of digital engagement has enabled us to shine the light on hairdressing talent and reach more people than we could have ever imagined when ITVA started - last year with incredible 32 million impressions," says Laura Simpson, Chief Marketing Officer, Coty Professional Beauty. "We want to build on this great result with an even stronger plan, so that the Wella family and friends around the world can get together, spread the beauty of our industry and cheer on the ITVA finalists."