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Wella Professionals helped elevate the art of hairdressing and pulled out all the stops at the 10th anniversary celebration of Trend Vision in Madrid.

With art, music and culture in abundance, Madrid proved to be the perfect backdrop for Wella Professionals’ International Trend Vision Awards (ITVA). Held at the Madrid Arena in October, the event attracted a huge crowd that included beauty pros, media representatives and 86 gifted finalists from 50 countries around the globe.

Inspiration, passion and talent were a major part of the program, which kicked off with a live competition where artists, including United States gold winners Kelsey Deuel of Charlotte, NC, and Matthew Hom of San Diego, went head–to–head, creating their takes on one of Wella’s four 2012 Haute Couture trends: Celeste, Roxy, Blaze and Grace. They then got the chance to showcase their interpretations of the trends to the crowd, as well as an impressive panel of judges whose ranks included Wella Professionals Global Creative Directors Eugene Souleiman and Josh Wood.

Another event highlight was the release of four new Wella 2013 Trend Vision trends whose theme, The Sound of Color, marries hue, creativity and the emotive impact of music. Kicking off the catwalk show was Dmitriy Vinokurov, whose Fusion creations played up a West-meets-East duet enhanced by structured styling and loud bursts of color. For their part, Alexis Ferrer and Marcos Leonardo earned high marks for their edgy Echo looks featuring austere black with chic undertones of melancholy color. Meanwhile, Cyrill Brune, who was crowned the ITVA winner in Berlin in 2003, perfectly captured Allegra’s opulent shapes and luxe colors, while the Sassoon Creative Team wowed the crowd with Decibel, which paired dramatic shapes with a medley of bold color.

Rounding out the program was an evening awards ceremony and party where the winners of the 2012 ITVA were crowned. Taking home top honors in the Young Talent category was Zhangjian Wang of China’s Wake up Salon; Gabi Birkner of Switzerland’s Room of Design earned silver; and Chih-I Huang from Taiwan’s Una Hair Salon nabbed bronze. In the Color category, Philip Ferreira of Canada’s Axis Hair Salon was the recipient of gold; Lucian Busuioc from Romania’s Artist Salon captured the silver; and Patricia Hillhammar of Sweden’s Elite by Ulla-britts hårdesign took home bronze. Additionally, more than 2,000 attendees and viewers who watched ITVA live online helped determine the People’s Choice award winners. They selected Tatsiana Krupskay from Belarus’ Joli Salon and Busuioc as the winners of the Young Talent and Color categories, respectively.

“There was a phenomenal level of talent demonstrated at our 10th International Trend Vision Awards,” Souleiman said. “We’re incredibly proud of all of our finalists, and particularly our four winners, who represent the outstanding levels of skill and innovation in our profession.” ✂ —Kelley Donahue

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About the Author

Kelley Donahue

As Editor in Chief of American Salon, Kelley Donahue reports on all aspects of the professional beauty industry, including salon business-building strategies, seasonal hair and fashion trends, salon services and techniques, and timely issues impacting manufacturers, schools, salons and distributor principals. In addition to conducting photo shoots--one of which was the recipient of an ABBIES Award for Best Magazine Cover--Donahue also travels extensively throughout the U.S. and abroad, sourcing out new trends and representing American Salon at major industry functions and educational events.