The Wella Professionals International Trend Vision Awards (ITVA) has been going strong for 16 years, but the leadership decided it was time to tweak the event and the competition itself. This new ITVA2018 just wrapped up in Lisbon, Portugal, and it was a resounding success. The three day event is reimagined and now called a “Creative Retreat Experience.” It was, by far, a truly special event.
“It was time for a change," says Sylvie Moreau, President of Coty Professional Beauty. It was time to celebrate our craft, elevate the professional beauty talents in the industry.” Moreau adds that the way this event was designed allowed participants to elevate their skill set “through mentoring, training and challenges - and to focus on taking salon professional creativity and social media skills to the next level.”
The 76 contestants from 43 countries, all winners of the “gold” in their own countries, were divided in to eight teams. Each team was mentored by two global creative artists and one “gifted” mentor, all with the goal to win any of the five awards offered: Social Media Award, #SpeakEIMI, GHD Queen Maker, Couture Color and Couture Collection. Each team had the opportunity to demonstrate skills in color, cut and style on the five models – three women and two men – assigned to the team. The Creative Retreat Experience took the best of all the reality talent competitions with a special nod to “The Voice” where mentorship and guidance is key. The weekend was filled with training, coaching, networking, inspirational presentations, challenges and a photo shoot. Each team was tasked with creating a concept, pulling together a mood board and then bringing that vision to life. Judging (by the mentors and key educators within the Wella Professionals world) took place throughout the weekend. Although it was a competition, the camaraderie and networking benefited all, and the artists in attendance confirmed they had the best of all worlds.
The two individual acknowledgments, an homage to the past ITVA set up, were announced early in the evening:
-The International TrendVision Award Creative Retreat 2018 Social Media Award, was handed out to Anastasia Petrova from Belarus who had the most views, likes and engagement from her posting throughout the weekend.
-The International TrendVision Award 2018 Color Vision Award: Tanya Grant from Joey Scandizzo Salon, Australia
-The International TrendVision Creative Vision Award: Sergei Chernyshev from Pavel Okhapkin studio salon, Russia
The team awards caused the most excitement when the winners were announced:
GHD QUEEN MAKER: Team 1
#SPEAKEIMI: Team 4
COUTURE COLOR: Team 8
COUTURE COLLECTION: Team 8
Patrick Cameron, Wella Professionals ambassador and emcee for the awards evening, noted that what made these finishes particularly inspiring is that "They are both consumer friendly and still inspiring. These looks can be used immediately in the salon on just about any guest, but each has a professional touch."
THE TEAMS:
TEAM 1: Mentors Abby Smith and Dmitry Vinakurov along with gifted mentor Nico Diaz
Mario Carvalho, winner of Color Vision, Brazil
Christian Vazquez Lopez, winner of Color Vision, Mexico
Sanya Kerànen, winner of Color Vision, Norway
Roxana Elena Rotaru, winner of Creative Vision, Romania
Luciean Llie, winner of Color Vision, Romania
Mustafa Sav, winner of Creative Vision, Turkey
Isset Tabak, winner of Color Vision, Turkey
Krista Ward, winner of Color Vision, UK
Nikki Clifford, winner of Creative Vision, UK
TEAM 2: Mentors Sonya Dove and Akin Konizi along with gifted mentor Marta DelaPena
Christine Alves, winner of Color Vision, France
Maribette Braga, winner of Creative Vision, Philippines
Jeffrey Gabo, winner of Color Vision, Philippines
Anita Ferraria, winner of Creative Vision, Portugal
João Dias, winner of Color Vision, Portugal
Juliano Tenaglia, winner of Creative Vision, Spain
Borja Palomino, winner of Color Vision, Spain
Martin Johansson, winner of Creative Vision, Sweden
Linda Schuster, winner of Color Vision, Sweden
TEAM 3: Mentors, Markus Herrmann and Christophe-Nicholas Biot with gifted mentor Christie Hoogesteger
Elizabeth Shedwick, winner Creative Vision, Australia
Tanya Grant, winner of Color Vision, Australia
Mattia Cappellato, winner of Creative Vision, Italy
Andrea Gennaro, winner Color Vision, Italy
Anastasia Petrova, winner Creative Vision, Belarus
Alexandra Shilamina, winner Color Vision, Belarus
Lida Schwartz, winner Color Vision, Finland
Laura Aaltonen, winner Creative Vision, Finland
Hulyong Xu, winner Color Vision, China
Songsong Wang, winner Creative Vision, China
TEAM 4: Mentors: Cyrill Brun and Matthias Herzberg with gifted mentor Claire Doyle
Viktoria Arapina, winner Color Vision, Estonia
Evelina Varatinkske, winner Creative Vision, Lithuania
Damian Witkowski, winner Creative Vision, Poland
Anna Fabianczyk, winner Color Vision, Poland
Sergei Chernyshev, winner Creative Vision, Russia
Olga Geevskaya, winner Color Vision, Russia
Tristan Hawkins, winner Color Vision, South Africa
Guy Kleinhaus, winner Creative Vision, Sweden
Jessica Déléze Venetz, winner Creative Vision, Switzerland
Marius Bettenmann, winner Color Vision, Switzerland
TEAM 5: Zoe Irwin and Miguel Estelrich wth gifted mentor Cath McGuinness
Jolien Smet, winner Creative Vision, Belgium
Nathalie Wilmer, winner Color Vision, Belgium
Olga Dimitrasco, winner Color Vision Czech Republic
Lukas Macala, winner Creative Vision, Czech Republic
Ditte Dahm Jensen, winner Color Vision, Denmark
Nathalia Larsen, winner Creative Vision, Denmark
Annika Thull, winner Color Vision, Germany
Manuel Naso, winner Creative Vision, Germany
Emma Hancock, winner Color Vision, USA
Edison Lu, winner Creative Vision, USA
TEAM 6: Alexis and Bruce Masefield with gifted mentor Katie Howarth
Nikola Vuković, winner Color Vision, Austria
Danny Van Tuijl, winner Creative Vision, Austria
Polya Petkova, winner Creative Vision, Bulgaria
Daniela Stoyanova, winner Color Vision, Bulgaria
Leandro Santana Santos, winner Color Vision, Ireland
Kerry Moody, winner Creative Vision Ireland
Yuka Ohira, winner Color Vision, Japan
Ryo Kishikawa, winner Creative Vision, Japan
In Hyung Jo, winner Creative Vision, South Korea
Jin Ho Oh, winner Color Vision, South Korea
TEAM 7: Renya Xydis and Andreas Kurkovitz with gifted mentor Victoria Thurmann-Hall
Daniel Grieco, winner Color Vision, Canada
Roberto Rella, winner Creative Vision, Canada
Yen Chek Chan, winner Color Vision, Malaysia
Renat Zakirov, winner Creative Vision, Moldova
Diana Tserush, winner Color Vision, Moldova
Jackson Rodeka, winner Creative Vision, New Zealand
Anna Bell, winner Color Vision, New Zealand
Wei Foo Peter Lee, winner Color Vision, Singapore
Pradabdow Sukprasert, winner Color Vision, Thailand
TEAM 8: Darren Ambrose and Jayson Gray with gifted mentor Manjushree Soni
Eden Hsu, winner Creative Vision, Taiwan
Andy Huang, winner Color Vision, Taiwan
Jaileen Velez, winner Creative Vision, Puerto Rico
Rafael Ortiz, winner Color Vision, Puerto Rico
Taisilia Romanenko, winner Color Vision, Ukraine
Iryna Radko, winner Creative Vision, Ukraine
Yuliya Almetova, winner Creative Vision, Netherlands
Amber Saft, winner Color Vision, Netherlands
Nikos Kouros, winner Creative Vision, Greece
The artists had a chance to work with any of the new products introduced recently by the brand including Wella Professionals new Koleston Perfect with ME +, the new ghd platinum + styler or finished with nails adorned with one of the 12 special shades from OPI’s new Tokyo Collection.
The ITVA Creative Retreat Experience offered inspiration to all of the attendees, including the more than 100 members of the international press and key influencers. Eugene Souleiman, Wella Professionals Global Creative Director Care & Styling and ghd fashion week ambassador, provided an overview of fashion week looks using references from Thom Browne, Maison Margiela and Olivier Theyskens. Coty Professional Beauty Global Ambassador Rossano Ferretti inspired the audience with his incredible success story as a celebrity stylist and owner of 23 luxury hair spas worldwide. Sarah Potempa, celebrity hairstylist, demonstrated the power of social media sharing her tips and experience while Andreas Kurkowitz, Wella Professionals Global Color Ambassador, introduced the seasonal Color Palette from INSTA-VINTAGE MOVEMENT, a new and exciting evolution in expressing individual uniqueness by applying modern colors with a vintage feel.
It was a special weekend for those in attendance.
“Every year sees the bar set to a higher level than the last and this year again I was blown away," says Coty Professional Beauty Chief Marketing Officer Laura Simpson. The work that goes into creating the looks, the craftsmanship and the vision are incredible. We have so many young talented artists in Lisbon with us. It was truly challenging to select the final winners across both, the individual and the team awards.”
Adds Moreau: “It was incredibly inspiring to watch the teams and their mentors during these three days, pushing their boundaries and working outside of their comfort zone. The quality of the work that we witnessed here was simply outstanding."
According to Kiyah Wright, the celebrity stylist who was in attendance, it's important to attend as many hair events as possible, not just for the experience and inspiration, but to meet the key movers and shakers in the industry. Here she chats with MODERN SALON MEDIA Beauty and Fashion Director Maggie Mulhern just moments before the ITVA2018 Creative Retreat Experience kicks off:
To learn more, go to www.WellaUSA.com or check out the following hashtags to see some of the images from the event: #AskforWella; #ITVA2018 or #TrendVision2018
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