|A performance of the “Natures Goddess” look for 2010.|
THE EVENT: Wella’s International Trend Vision, the three-day grand
finale and award presentation held at Tempelhof, a former airport terminal, in Berlin, Germany.
THE DETAILS: More than 2,000 artists from 60 countries converged to re-create their photo images in a live competition. Eighty-one finalists, along with their models and make-up artists, were flown to Berlin to present their winning looks to a panel of international judges. Entries were judged on the total creative vision and appreciation of the chosen trend as well as their skill and innovation in color work and styling.
COMPETITIVE SPIRIT: The competition was the highlight that also included amazing entertainment and education. In addition to presentations by international superstar teams like Arrojo Studios (New York), Sassoon International (London), Bundy & Bundy (Vienna) and Ken Salons (China), guests saw performances by Sophie Ellis-Bextor, Blue Man Group, Fanatix and the Hangar Arts Trust aerialists.
THE WINNERS: Gold, silver and bronze awards were presented in two categories: Young Talent Category (30 and under): Gold: Intercoiffure Thoma, Germany; Silver: Salon Oleksandr Sytnikov, Ukraine; Bronze: Ulla-Britts Hårdesign, Sweden. Color Category: Gold: Zoo Hair Salon, Ireland; Silver: DiNi Hair Beauty Company, China; Bronze: EF Eva Formánková, Czech Republic.
THE FINAL WORD: Gabi Schupp, Wella Professionals Global General Manager, said, “Developing and nurturing new talent within our partner salons is hugely important to us and, once again, we have been thrilled by the creativity and mastery we have witnessed at this event.”
THE NEXT ONE: Competitors are invited to create their interpretations of the new looks for next year which were introduced in Berlin and can be seen on page 33. ITVA 2010 will be held November 7, 2010, in Paris.