The event, which attracted 2,000 guests, including hairdressers and members of the press, saw the launch of Wella’s Trend Vision 2012 – four hairstyles devised by the brand’s global creative directors – and acted as a showcase for young hairstyling talent through hairdressing and colouring competitions. 86 finalists from 47 countries participated.
The event was Wella’s ninth ITVA and the fourth to be produced by Jack Morton Worldwide.
Julian Pullan, Jack Morton’s president, EMEA, said: "It is a pleasure to work with Wella, who each time give us the opportunity to create innovative, brave and exciting creative work. This year we are delighted to be able to help expand the reach of the ITVA’s work in nurturing young talent, something which is close to our own hearts at Jack Morton."
Sylvie Moreau, P&G Salon Professional’s global general manager for Wella, added: "Highlights of the ITVA will be webcast on Facebook and trendvisionlive.com, extending the reach of the event to the broader hairdressing community and helping unite the tens of thousands of people who took part in the regional and national competitions around the world."