Launching Wella Professionals’ key hair trends for 2017 for stylists and the media, the event took place on 6 November at Fira Barcelona. This year, Wella wanted to create a TrendVision experience for its digital audience, as well as its live audience. In order to engage the digital audience, the concept was to create a special version of TrendVision that generated content, enabling online viewers to get inside the trends and decode the editorial looks.
The digital experience incorporated a bespoke edit of the 2017 trend reveal, which involved use of steadicams on stage and live slow motion content to create a new level of detail and visual storytelling of the live catwalk show. The digital experience was further extended with access to Wella’s eEducation, for which bite-sized pieces of content were created.
Reiner Sauter, VP, creative hair, Wella, said: "This year we felt that by creating two experiences, tailored to the needs of their specific audiences, we could create a new level of detail and insight into editorial hair and Wella’s 2017 trends."
TrendVision 2016 saw the unveiling of S/S ‘Ultra-Contouring’, taking the contouring concept from makeup to hair colouring and cutting, and A/W ‘Past-Forward’, taking classic hair looks such as braids, and reinventing with a modern, fashion-forward aesthetic.
Jeavon Smith, creative director, Jack Morton Worldwide said: "TrendVision is always a fantastic creative opportunity to do something extraordinary in our partnership with Wella. This year we had the chance to further push the boundaries of how we tell the story of a live catwalk show for multiple audiences. Our concept was to create a digital narrative that took our audience closer to Wella’s craftsmanship and creative vision than ever before."
• For more breaking news and in-depth features, sign up to C&IT Magazine's daily Newstracker here