GO­ING DIG­I­TAL

Hair - - Event Watch -

With on­line tech­nol­ogy and so­cial me­dia shap­ing the hair­dress­ing in­dus­try in more ways than one, this year’s ITVA also saw the launch of Wella’s in­ter­ac­tive dig­i­tal plat­form. This event pro­vided an op­por­tu­nity for hair en­thu­si­asts all over the planet to watch ITVA 2014 live and join in the grand cel­e­bra­tion of cre­ativ­ity and colour. Through a spe­cial award called the Peo­ple’s Choice in each cat­e­gory, hair­dress­ing fans world­wide ex­pressed their own in­di­vid­ual pref­er­ences by vot­ing for their favourite com­peti­tor. “The unique in­ter­ac­tive dig­i­tal event en­ables you to con­trol what you want to see; choos­ing dif­fer­ent cam­era an­gles and delv­ing into the back­stage world for a com­plete 360o view, dis­cov­er­ing the trends and in­spi­ra­tion be­hind the looks cre­ated,” said Eu­gene Souleiman.

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