Wella Company, a global leader in the beauty industry, recently hosted the largest industry event of the year, DESTINATION 2023, in Gran Canaria. The three-day event brought together over 1,200 hairdresser professionals from 57 countries for a spectacular showcase of hair artistry and networking.
The event featured 6 shows, 42 model transformations, 4x Look & Learn Hair festival, 170 ITVA & NTVA Winners, Digital Inspiration, exclusive backstage access, and more. Notable guest artists included Romeu Felipe, Renya Xydis, James Earnshaw, Anthony Cole, Briana Cisneros, Alexis Ferrer, Patricia Nikole, and Guy Kleinhaus.
Wella also launched their new Wella Professionals Ultimate Repair Care line with a show featuring James Earnshaw. The patented-technology leave-on hair repair treatment can reverse hair damage in just 90 seconds. Additionally, Patricia Nikole a.k.a @paintedhair headlined the Wella Professionals Digital Factory, sharing insider tips for mastering social media and building a million-follower audience.
Annie Young-Scrivner, CEO of Wella Company, commented on the event: “At Wella, we believe that when hairdressers thrive, we thrive. Our commitment to professionals has been the cornerstone of our iconic heritage for over 143 years. We are immensely proud to support over 500,000 salons around the world, partnering with thousands of talented stylists and technicians, and serving millions of loyal consumers who trust in our brands. It’s truly special to see it all come together here at Destination.”
The iconic event also included an incredible gala dinner and night of celebration, with the announcement of the Wella International Trend Vision Award 2023 winners. After 3 years of exceptional circumstances surrounding COVID-19, the legendary TrendVision Award ceremony was finally back as a face to face gathering at the Destination event.
The competition was hosted in 20 countries worldwide, with hundreds of entries across 8 nominations, including color, styling, editorial focus, and nail art, the event brought together the talent and craft of hairdressers across all key industry categories.
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