Wella Professionals re-invents ITVA

Wella Professionals re-invents its International TrendVision Award (ITVA) competition format to drive a new level of creative excellence and reach

Coty’s Wella Professionals announced today 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 16^th 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, 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”.

The first part of the reinvention 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.

The whole program and the finals in Lisbon will be accompanied by an expanded digital engagement plan, which will give the audience around the world a chance to have a closer look at the finalists’ work, go behind the scenes and vote for their favorites.

“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. 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”, said Laura Simpson, Chief Marketing Officer, Coty Professional Beauty.