ITVA Highlights

Are you watching? Are you voting? Wella's International Trend Vision Awards (ITVA) is going on RIGHT NOW in Monaco. The competitors just took the stage and votes from around the world are being cast to determine the viewers favorite.


The competition is tough. There are 61 competitors from 34 countries presenting finishes in the two categories of COLOR and YOUNG TALENT.

The 1200 international visitors and press were treated to amazing presentations leading up to the contestant parade. Highlights (so far) have included:

-Sassoon presentation of Nu Pop, the modern interpretion of classic Sassoon looks courtesy Mark Hayes and the Sassoon team including Scott Cottis and Peter Dawson.

Mark Hayes and Nu Pop

-A presentation from Josh Wood, Wella Professionals Global Creative Director for Color, on "The Art of Couture Color" and how this new service will bring more money into the salon while delivering bespoke designs to clients.

Josh Wood and Eugene Souleiman interviewed on stage.

-Eugene Souleiman, Wella Professionals Global Creative Director for Care and Styling, sharing a retrospective of his favorite fashion week designs including his first show, Alexander McQueen (1995) and other significant shows such as Chalayan Hussein (1998), Yohji Yamamoto (1999) and Peter Jensen (2004).

-A business presentation from Paul Serville, Wella Global Business Ambassador, who shared his story on building his business in his salons in New Zealand and offered tips and techniques to improve salon profits and inspiring staff.

-A grand finale from host and famed up-do stylist Patrick Cameron who offered an on-stage creation of his new collection "Riviera". The presentation earned a standing ovation from the audience and tears from the artist. It was truly quite beautiful and inspirational.

Hope you are watching. The results will be released this afternoon in the United States and MODERN will deliver the news when announced. STAY TUNED!



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