As the only truly international competition of its kind, the Wella Professionals ITVA competition challenges up-and-coming young stylists under 30 and top colorists of all ages to interpret the latest TREND VISION directions. Their aim is to impress the respective expert juries which are headed by Wella Professionals Global Creative Directors, Josh Wood and Eugene Souleiman and count as well with the international audience. As well as showcasing their mastery to a global audience, ITVA rewards its winners with a high profile education package to enable them to further grow their talent.

Gabi Schupp, Wella Professionals Global General Manager, says "We place great importance on creating inspirational hair trends and through partnership we enable our hairdressers to bring them to life. ITVA is a showcase of stylist creativity and it is very rewarding and exciting to see the new generation of rising talent give innovative interpretations of TREND VISION 2009."

Besides celebrating the industry's best and thus demonstrating Wella Professionals' commitment to the industry as the partner to hairdressers around the globe, through ITVA Wella Professionals also aims to inspire and inform the event guests with the latest trends and innovations that will enable them to fly to new heights of creativity.

TREND VISION 2010, Wella Professionals' yearly trend forecast, will be introduced at the event, unvealing the creative minds behind the trends and their interpretation by internationally renowned styling teams giving the audience a closer look into the exciting world of TREND VISION 2010.

Jack Morton Worldwide, the experiential marketing agency, was appointed by Wella Professionals for the second consecutive year to conceptualize and produce the annual award-winning Wella Professionals International Trend Vision Award event.

"Wella is the leading brand in the professional hair care industry and we are delighted to be working with them again to create this truly immersive, powerful and engaging brand experience." said Julian Pullan, MD, Jack Morton Worldwide.

The Wella ITVA 2008 event recently won the silver award for the ‘most immersive brand experience’ at the Brand Experience Awards 2009.