Wella's 2012 International Trend Vision Awards in Madrid

By Alison Alhamed | 10/24/2012 10:44:00 AM


INTERNATIONAL TREND VISION AWARDS: October 28, 2012, in Madrid, Spain, will mark the 10th anniversary of Wella's International Trend Vision Awards--a full decade of inspiration, talent, passion and celebration.

WHAT IS ITVA: Each year at ITVA, Wella's new Trend Collection is showcased on stage. In 2011, Blaze, Celeste, Roxy and Grace (created by Wella Professionals Global Creative Directors Eugene Souleiman and Josh Wood) were introduced. For the following year, stylists then demonstrate their skills and creativity through their interpretation of one of the four trends in regional competitions. The gold winners from Young Talent and Color from each country then compete live in the International Awards.

Kelsey Deuel of Savvy Salon and Day Spa at NATVA will be representing North America in the Young Talent category. NORTH AMERICAN FINALISTS: Representing the US are gold winners of the 2012 North American Trend Vision Awards (NATVA), Kelsey Deuel of Charlotte, North Carolina (Young Talent category), and Matthew Hom of San Diego, California (Color category).

Representing Canada are gold winners of NATVA Remi Cardin of Trois Riviere, Quebec (Young Talent), and Phillip Ferreira of Vancouver, British Columbia (Color).



Matthew Hom of Bellus Academy at NATVA will be representing North America in the Color category. PEOPLE'S CHOICE AWARD: For the second year at ITVA, now YOU can participate as a judge by voting for your favorite contestants from the competition for the People's Choice Award. As a judge, you should look specifically for the highest standards of hair craftsmanship and creative interpretation with a beautiful end result and editorial feel. You have TWO votes for this award--Young Talent and Color. BUT, you can't vote for your own country.

HOW TO VOTE: You can vote online between 4:30pm CST and 9:00pm CST. For more details, visit trendvisionlive.com/awards/ten-years-of-itva/. Young Talent: The competitor should be judged 60% on creative styling and 40% for his/her overall look in their interpretation of the 2012 trend. Color: The competitor should be judged 70% on color technique and 30% for the overall look and hair cut result in their interpretation of the 2012 trends.

Wella Professionals' 2012 Trends: Blaze, Grace, Celeste, Roxy. The online votes will be combined with the votes of the live audience in Madrid, with the online vote contributing to 25% of the final tally.

HOW TO WATCH: Beginning at 11:00am CET (4:00 am CST), Wella will be live-streaming the 2012 event so you can watch all the excitement--and the big reveal of 2013's Trend Collection. Register first, then watch live: www.salonprofessionalinteractive.com.






ABOUT THE AUTHOR: Alison Alhamed

Alison Alhamed, Editor in Chief of Modern Salon Magazine | Editor of First Chair

Since July 2008, Alison has worked across all brands under the MODERN SALON Media umbrella, including MODERN SALON, SALON TODAY, FIRST CHAIR and MODERN SALON TV. Alison’s passion for the beauty industry grew even deeper after she enrolled in beauty school, working as an editor by day and a student by night. Alison earned her cosmetology degree from Pivot Point International in Bloomingdale, Illinois, in May 2011.

You can find Alison on Google+ or e-mail her at aalhamed@vancepublishing.com.


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