After successfully launching the International Trend Vision Awards 10 years ago, Wella Professionalsis excited to announce it is reinventing its iconic industry event.
While the finer details are being kept under wraps, the next generation of ITVA will come to life in May next year at Hairworld 2014, held in Frankfurt, Germany.
Wella has always been at the forefront of the industry and the engine driving it forward. Following this path, we now feel it is the right time for re-invention,” says Wella’s global president Adil Mehboob-Khan.
Wella global education leader Michelle Mason adds, To balance re-invention with the great momentum we’ve created, there will be no changes in the local competition set-up in 2013. These events will take place like before, however, a series of new and exciting elements will begin once the national gold winners are named and invited to the global finals at Hairworld in 2014.”
Finalists at this year’s Hairworld will be given exclusive mentorship and training in preparation for the next generation ITVA competition. The Trend Vision 2014 launch will kick off in October this year.
