Davines’ “Sustainable Beauty” is not a mere proposal, but a tangible element resting on specific pillars: Nature, Mankind and Technology. The harmony between these elements gives rise to a profound wisdom in the use of resources, a sensitivity towards true human needs, and the ability to combine performance and wellbeing through innovation and the search for solutions that are increasingly more connected to the natural world.
All this is NATURALTECH, a complete program of curative solutions for all hair and scalp problems that brings together formulas inspired by naturalness and safety with special methods of use involving hairdresser and client in a true wellbeing journey.
The renovation principles are rigorous: simplicity, performance, pleasantness and design.

Simplicity
Maintaining the division into families dedicated to different problems, the new NATURALTECH range develops into 7 specific directions (ENERGIZING, NOURISHING, PURYFYING, REBALANCING, DETOXYFYING, WELL BEING and the brand new CALMING, dedicated to sensitive scalp problems) with an assortment optimised in performances and ease of use, and the possibility of combining the various treatments according to the needs.
For this reason and for the first time, Davines presents its 4 Superactive: hyperactive concentrates that ensure exceptional problem-specific performances. A priceless resource to favour the hairstylists’ work, underlining their professional competence and simplifying problem-specific solutions.

Performance
The formula has been revolutionised with the introduction of new active ingredients, in particular phytoceuticals: exclusively vegetable organic components with a very high antioxidant, anti-inflammatory, anti-free radical power, so far only used in the food sector.  In this all-natural prospect, substances like SLES, SLS and parabens have been eliminated.

Pleasantness
The products’ sensory approach has been enhanced to make it more sophisticated and decisive through textures extremely pleasant to the touch, such as softer foams, and using refined essential oils distilled from aromatic herbs that enrich the sense of naturalness and wellbeing by improving the products’ performance.
A pleasure to be discovered also through the 3 new massages, tailor-made for a multi-cultural approach that wisely combines East and West in a simplified and shortened version that does not at all subtract effectiveness and relaxation to the client.   A 360° sensory experience that optimises the cosmetic effect contributing to the elimination of daily stress.

Design
The development of a straightforward and non-conventional communication enhances all the characteristics of the NATURALTECH line by adding a strong appeal to the eyes of professionals and end consumers.
The hand-made drawings are the line’s soul and express through unprecedented symbols the concept of union between mankind, nature and technology.  Each family is characterised by a drawing with a specific symbolic value that makes every proposal increasingly more attractive:
Energizing: the dragon is an allegory for strength and vitality.
NOURISHING: wheat fields are the emblem of nutrition
PURIFYING: snow covered mountains are the symbol of purity
REBALANCING: a scale expressing balance
DETOXIFYING: flying cities, ideal meeting places for mankind and nature
WELLBEING: Birds are the sentries of the health of the environment
CALMING: Banyan tree are the oriental symbol of meditation

The line’s packaging draws inspiration from ancient pharmacy, as a symbol of accurate artisan research linked to the natural world, recalled by amber colour bottles in light plastic or glass, which ensures product preservation whilst minimising environmental impact. Boxes, in FSC certified recycled paper, free from glue, paint and ink, highly biodegradable, in line with the same sustainability concept.

OI/OIL Absolute beautifying potion enters the Essential Haircare line, combining the Renaissance-like artisan care and the Mediterranean scents with a vision inspired by the ancient oriental tradition.

The OI oil is a true beauty potion born from  the harmony between opposing elements that complement one another. Inspired by the feminine and masculine principles, which are the foundation of universal life, are connected to the deep meaning of the twin and opposing cosmic forces of Yin and Yang, to the binary code at the root of the modern digital revolution, and finally to the Alfa and Omega of any cosmetic need for hair.

 OI/OIL

Multi-functional treatment oil for universal use. for an untangling, anti-frizz and protective effect that reduces drying times, or on dry hair for a shiny and soft finish. 

The special formula contains Roucou oil from the Amazon rich in restructuring, growth-stimulating  and anti-oxidant  properties.

Designed with a focus on sustainability, starting from the formula with Roucou oil from fair trade, this new product carries on Davines’ commitment to environmental protection, a pledge that the Davines / Essential Haircare line has always promoted.

The elegant and highly distinctive packaging is in fact created with low environmental impact. With the participation in the LifeGate Zero Impact project Davines reduces and offsets the carbon dioxide emissions from the manufacturing of the packaging for the whole line, by creating and protecting new forests in Italy and Madagascar.

Learn how to use the new Davines Essential Haircare OI / OIL following the advices of Angelo Seminara.

It was the first attempt to materially combine beauty, business and sustainability in line with the company’s values.

The idea was simple and based on the salons’ spirit of collaboration and far-sightedness and on people’s growing environmental sensibility. The salons involved had a special opening on Monday, 15 November 2010, to offer a haircut and styling in exchange for a voluntary contribution by the client which was not kept by the salon, but entirely donated to the Zero Impact® project of LifeGate.  To all participating salons Davines offered a free information and advertising campaign.

The event’s success was extraordinary: 210 salons collected enough funds to create and protect more than 11 hectares of forests in the Valle del Ticino Park, declared “Biosphere Reserve” by UNESCO. This event was spontaneously promoted by private individuals and journalists, in particular on the web through blogs and green websites.

It brought confirmation that ideals can become true, catalyse consensus and arouse the enthusiasm of those involved.

The event was recently repeated in the USA and Canada, where the 1st Sustainable Beauty Day was held on 20 June 2011 with great attendance figures and wide acclaim, which went to confirm the success of the model and the possibility of exporting it to all Davines offices worldwide.

The proceeds from the day were entirely donated to the “Sustainabilitree” project organised by The Fruit Tree Planting Foundation for planting fruit trees in the Sofala province of Mozambique, Africa, at the end of the year.

A wide-ranging sustainable choice because by planting orchards you improve land, air and water, you provide fruit to local people and you offer an agricultural heritage for future generations!

In the meantime, preparations for the 2^nd Sustainable Beauty Day in Italy are in full swing. It will take place at the beginning of next year on Monday 13 February 2012, a date that will not go unnoticed and that promises to repeat its past success.

Trends come and go and change on a regular basis, especially when it comes to hairstyles. Take the bob, for example. Hair pros claim that this season, the A-line bob is definitely on the way out as fans of Victoria Beckham’s once insanely popular cut have waned. But don’t fret, because a new version of the bob has taken its place—the Box bob! While the A-line version has a severe angle running short-to-long from the nape to the sides, the box version is (you guessed it!) boxier, with a design line that’s the same from back to front. It has no angle and runs parallel to the floor for a clean, classic “Louise Brooks” shape. The key to this cut is a clean, shiny finish so prep towel-dried hair with Macadamia Healing Oil Spray then blow-dry with a Denman brush following the shape of the head for a smooth, sleek finish. Finish with another mist of Healing Oil Spray. Get a FREE Sample of Macadamia Oil!

The nickname VOLU is the abbreviation for “VOLUME” chosen to make instantly recognizable the line’s feature which consists of giving extra volume at all stages of treatment – from cleansing to styling – relying on the exclusive active principles contained in natural origin ingredients in innovative combinations. 

From the successful combination of scientific evolution, artisan wisdom and passion for natural resources, 3 synergetic products were born: shampoo, conditioner and leave-in spray, for the daily care and profound beauty of the hair.

VOLU/SHAMPOO  Volume Enhancing Softening Shampoo

Gentle cleansing fluid that makes hair softer and fuller, shiny and hydrated.

Containing hop extract, it has a stimulating and revitalising action on the hair scalp therefore  enhancing the volume on the roots. It also helps to untangle hair with great lightness.

VOLU/CONDITIONER  Volume Enhancing Softening Conditioner

Conditioning gel with an innovative fluid and light texture. It makes the hair shiny, moisturised and visibly richer in volume and softness. Formulated with hazelnut extract, with a strong invigorating effect and antioxidant power,  it simultaneously gives softness, shine and volume to the hair revitalising it with new strength.

VOLU/Mist Volume Boosting Moisturising Mist

Leave-in specific spray to give extra volume to the hair starting from the roots,  leaving it moisturised and restored. Comb through to lengths and ends to add long-lasting body to the hair. 

VOLU features all the characteristics of sustainability of the Davines / Essential Haircare line: purity of the ingredients, choice of a packaging in low-impact light and transparent plastic, exclusive use of renewable energy and participation in the Lifegate Zero Impact project to offset the CO₂ emissions.