6 October 2022

Innovation Showcase: Live from Wella’s International Trend Vision Awards 2019 in Lisbon

The International Editorial Team from EsteticaNetwork was out in force yesterday, in support of Wella Professionals’ new-style  International Trend Vision Awards (ITVA 2019) in Lisbon, Portugal.

Held at the stunningly beautiful Palacio Xabregas, the Press Day was a precursor to the Creative Retreat Experience, where national Trend Vision winners from all over the world were to experience the next stage of their journey. The press presentation was hosted by Randall Chinchilla, Coty Professional Beauty Global VP Influencer Marketing, who welcomed participants to the event, before calling on-stage Laura Simpson, Chief Marketing Officer, Coty Professional Beauty. Confirming the brand’s keynote message of innovation ensuring that products meet the needs of the professional, Laura went on to showcase the recent and up-and-coming product launches and campaigns, including the two men’s grooming ranges of Seb Man & System Professional Man and the international roll-out of Color DJ, formulating 60 billion possible color combinations and a personalized color recipe for clients.

The major launch of Koleston Perfect with ME+ Technology was conformed as the most significant innovation in hair color in the past 130 years. This was followed by another exciting color addition from ILLUMINA – Opal Essence Colour in 5 warm/cool shades with shimmering light reflections.

Randall next welcomed on-stage Italian natural hair guru and Coty Professional Beauty Global Ambassador, Rossano Ferretti. His core philosophy of not seeking to change hair, but making in even more beautiful and bespoke is in perfect synergy with Koleston Perfect ME+ and its drive for ultra-personalization. “This concept of ultra-personalization which Coty Professional is embracing has always been my obsession – striving for that straight-forward moment in natural, relaxed surroundings with your client, from where you can go on to create a natural, organic hair cut and style,” explained Rossano.

Eugene Souleiman, Wella Professionals Global Creative Director of Care & Styling, then came on-stage to rapturous applause and cheering. After another hugely successful tour of global fashion weeks where he performed backstage creating groundbreaking looks for some of the world’s top fashion houses, Eugene identified the three designers that have inspired him the most this season: Olivier Theyskens, John Galliano @ Margiela and the inimitable Thom Browne.

As always, ghd injected its usual energy into the occasion while embracing the meaning of the brand –Good Hair Day– “It’s not who you are but who you’re going to become“. Global Head of Education, Jo Robertson, was also on hand to introduce the new ghd Oracle – a revolution in curling: one tool to create an infinity of curls. Stay tuned for further informations about the official Oracle launch in 2019! From the world of nails, OPI launched its Tokyo Collection, due to be rolled out in Spring 2019. The new collection is inspired by the bright luminosity of Tokyo – super vibrant and trendsetting. Creative nail artist and OPI Ambassaor, @nailsbymei was on hand to talk about the inspiration behind the collection.

The presentation was closed by Sylvie Moreau, President of Coty Professional Beauty, who spoke about the importance of answering the needs of the client: “The only constant is change – hair is undergoing the greatest amount of change ever, especially in client expectation,” she said. “New consumers are personalization obsessed – connecting the physical and digital experiences and it’s our duty to capture and build these experiences for them.” Sylvie ended by underlining the significance of the SUNRISE campaign and Koleston Perfect ME+; heralding the dawn of a new era in hair color and the brand’s pledge to raise client connectivity and awareness through the #ASKFORWELLA campaign: “If you knew what I know, you’d… #ASKFORWELLA


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