A world of new potential is opening up for salons and their customers; a precious gift to obtain chromatic nuances which generally only Nature manages to create in a blend of creativity and scientific intelligence.
Inspired by the multi-coloured world of insects with their sublime amalgamation of shapes, colours and light, and the scientific potential of carotenoids and melanins, Davines has turned the world of colouring upside down for salons, at last offering a way to work with pure
colour and transform it into brand new results, with maximum comfort for customers and full respect for the hair’s structure.
An authentic emblem of Sustainable Beauty, A NEW COLOUR is an innovative system in 3 components, for permanent colouring with truly extraordinary results which avoid the use of ammonia, making use instead of the properties of natural active ingredients which are carefully
balanced. A versatile system designed to work on target, guaranteeing excellent performance with extreme simplicity in use and no waste, whether covering white hair, lightening or darkening or changing reflects.
The strong point of the formulations, the same colourings used by Nature to create its chromatic glory day after day: carotenoids – vegetable pigments with an antioxidant action (that influence the colouring of various creatures including insects), and vegetable melanin, an antioxidant
and anti-free radical, extracted from the date palm. To create the alkaline environment on the hair necessary for the pigments to penetrate, Davines
laboratories have replaced ammonia by monoethanolamine (MEA), a hydro-soluble, biodegradable biological substance, completely odourless, boosted by a synergy with metasilicate, a mineral quartz agent with remarkable light refraction capacity.
A formula revolution that represents a turnaround for colour services, bringing the stylist’s creativity to the fore and simplifying the technique, with the certainty of a result with multiple plus points: a service that is enjoyable and gentle, free from unpleasant effects and odours; the impact of the colours, velvety, intense and multi-faceted; the poly-sensorial fascination of hair that is soft, hydrated, and lastingly shiny.
A high-level performance which fully satisfies the need to find in the salon products and services that are safe, pleasant and innovative.
Available in 43 different shades, A NEW COLOUR comes packed in a style that is anti-conventional yet refined, entrusting its colour message to contrasting black and white, the non-colours par excellence, which gives the packaging a timeless solemnity and opens the way to infinite creative
possibilities in tones without overpowering them.
The attention to detail reflects the company’s ethical and aesthetic values, the special graphics designed by hand,
the choice of strictly eco-sustainable materials (aluminium, PE, FSC-certified paper, vegetable-based inks), the emphasis on quality and scientific rigour in the premium formulation.
The result is a striking image, highly dignified, which makes the very most of Davines’ new colour frontier more than ever before.
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