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November 7, 2008

Wella hair event names new producer

Phamaceuticals giant Procter and Gamble has appointed a new company to produce the Wella Professionals International Trend Vision Award event.

Experiential marketing agency Jack Morton Worldwide won the project from the previous incumbent agency in a competitive pitch process and has developed a new creative concept for the ceremony.  

The event, which takes place on 23 November Pavilhão Atlântico in Lisbon, will launch Trend Vision 09, in which Wella Professionals brings “the latest fashion inspiration to the stage and then on to the salon chair, by keying into the emerging shapes and hottest style trends around the globe”. 

In addition to enjoying a spectacular show, attendees will have the opportunity to explore the trends further in workshops with top stylists and in an immersive lifestyle experience which will demonstrate their deeper origins through areas such as music and fashion. 

The event will also host the 6th International Trend Vision Award (ITVA), a professional hair competition celebrating the skills of innovative young talent and showcasing their ability to a global audience. As the only international competition, Wella Professionals ITVA challenges up-and-coming young stylists under 30 to interpret the latest Trend Vision styles.

With thousands of stylists applying worldwide, only 56 young talent teams qualify in their respective countries and get the chance to compete at the international event in Lisbon.

“Wella is at the forefront of its industry and we are thrilled to have the opportunity to work with them on this pivotal event in the industry calendar.  The stature of this event reflects the power of effective live experiences to fulfil brand promises.” said Julian Pullan, managing director of Jack Morton Worldwide.

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