The 2011 Wella Professionals International Trend Vision Award (ITVA) celebration culminated in spectacular fashion as 85 finalists from 49 countries assembled in NYC to compete for the coveted Young Talent and Color awards. For the first time, Wella Professionals ITVA judging was also open to an online audience for the special People’s Choice Awards. The response: Over 16,000 votes flooded in after a live, online competition webcast!
All 85 ITVA competitors had previously won their country’s national finals in order to present their interpretations of one of four Wella 2011 trends: Glamazon (primitive energy transplanted to the city), Lumina (future of sophistication), Passionista (assertive sensuality) or Polaris (powerful yet feminine elegance). Leading up to the judging, these seasoned competitors primped, prepped and dressed milehigh models with choreographed precision, as press members stood on viewing platforms to oversee the eclectic action. In what seemed like no time at all, the clock zoomed to zero seconds. After a year filled with hard work and big dreams, it was showtime.
While everyone in the audience definitely had their favorite contenders, two jury panels, chaired by Global Creative Directors Eugene Souleiman (Young Talent) and Josh Wood (Color), prevailed. The winning looks were true standouts on the illuminated catwalk where each competitor and model had their treasured—and well-deserved—moment in the spotlight. (WellaProfessionals.com)
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| People’s Choice UK (Color) and Canada (Young Talent) | Gold, Young Talent: Great Britain |
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| Gold, Color: China | Wella Professionals Global Creative Directors Eugene Souleiman for Care and Styling and Josh Wood for Color with HOT Editor-in-Chief Jeryl E. Spear |
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