The Wella Company’s We Create virtual event which took place on April 25 proved to be exactly what it promised to be – ‘a true gift to the industry’; a celebration of excellence conveyed through a programme of shows, seminars and intimate conversations. By Gary Kelly
Hosted and compered by long hair icon and Wella Professionals Global Ambassador, Patrick Cameron, the virtual expression of excellence, We Create, set a new benchmark in demonstrating how to bring together hair creatives and professionals from all around the world. While nothing will ever substitute the joy and excitement of coming together is person, this ground-breaking 4-hour virtual spectacular by the Wella Company has proven that the same sense of participation and enjoyment that we all feel when sitting in an auditorium can still be matched through a virtual reality.
In her welcome message Wella Company CEO, Annie Young Scrivner, said: “We are here celebrating the best of professional hair artistry and creativity. Immerse yourself in this global demonstration of creative excellence. We are the innovators of hair and nails and we empower and inspire others to look, feel and be their true selves.”
Demonstrating Wella’s commitment to supporting the professional community at the time when it needs it most, #WeCreateLive amassed over 70,000 registrations by professionals from across the globe registered to the event. The event fetured 26 of Wella’s top stylists, who all shared their unique education and inspiration. Headliners united from across the globe, including hot markets such as Tokyo, New York and London – all coming together on the virtual stage to share their mastery and creativity.
What’s more, this entire creative, educational and inspirational spectacular was broadcast entirely free of charge, not only to those already part of the Wella Family, but to anyone who wished to participate – anywhere in the world!
We Create was broadcast simultaneously over two channels: We Inspire and We Transform. Both were a celebration of creativity, inspiration, business, professional and personal growth, delivered by top artists and experts.
As well as featuring Artist Showcase spots by industry experts Zoe Irwin powered by ghd, Shay Dempsey powered by Sebastian Professional and Alexey Osipchuk powered by Londa, We Inspire was the focal point in presenting Wella’s two stunningly beautiful new collections, created through collaboration by Wella creative artists from around the world:
World Class Color Collection: A single unified collection created by artists in their own countries, without actually meeting in person. Created by Sonya Dove, Robert Eaton, Renya Xydis, Michal Bielecki, Abby Smith and Hide Saiga.
Blonde Ambition Collection: An outstanding visualisation of the Beauty of Blonde realised thanks to an outstanding global collaboration by some of the world’s most skilled stylists and colourists, namely: Briana Cisneros, Darren Ambrose, Jordanna Cobella, Dmitry Vinokurov, Kim Sang Hee, Jayson Gray and Nicole Revish.
We Inspire also showcased the finalists and broadcast the winners of the International Trend Vision Awards, which this year saw 5,000 entries received from across 28 countries (see list of winners below).
This channel was dedicated to real-life makeovers and the power of Hair Transformations, along plenty of inspiration and ideas on how to attract and retain clients with a great portfolio of looks and featured services. Transformations were carried out by internationally acclaimed artists such as Akin Konizi, Romeu Felipe, Patricia Nikole, Diane Cole Stevens, Zach Mesquit and Alexis Ferrer.
The Business Session Collectives included the participation of Robert Eaton (The Virtual Consultation), Matthias Herzberg (Gain More Clients Through Social Media), Christophe Nicolas Biot (The Sustainable Salon) and Briana Cisneros (Keeping Close to Your Clients During and Post Pandemic).
International Trend Vision Awards Winners
Gold Award Winners announced by Lara Zunica, Vice President Head of Education Global, Wella Company and Laura Simpson, Chief Marketing Officer:
Gold Winner: Kati Suokas, Finland
Gold Winner: Svetlana Teryaeva, Russia
Gold Winner: Cicera Rolim, Portugal
Gold Winner: Rita Tuska, UK
GHD STYLE MASTER
Gold Winner: Aoife Pomphrett, UK
OPI NAIL ARTIST OF THE YEAR
Gold Winner: Ashton Harlan, USA
Gold Winner: Viktoria Elistratova, Russia