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.

Watch Angelo Seminara featuring A NEW COLOUR

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.

The material things carried out are ascertained by specific “Indicators”, internal auto-control tools that have been monitoring company loyalty to Sustainable Beauty since 2007.

Davines has in fact availed itself of SUSTAINABILITY PERFORMANCE INDICATORS to measure three macro-areas identified as an internal sustainability “thermometer”: waste production, use of resources and ethics.

The first two areas are aimed at minimizing our environmental impact in order

not to jeopardise the availability of resources today and in the future.  Indicators are recording a positive trend: decreasing water use and waste production; increasing use of natural ingredients with a +16% of ingredients from organic farming!

Instead, ethics refers to the quality of human and labour relations, as well as to the freedom of creation and expression, which is at the basis of our pioneering spirit. In Davines every idea is born free and develops with authenticity.

What are our plans for the future?

Continue investing in sustainability, strengthening the positive results achieved and opening new areas of interest, remaining loyal to the spirit of continuous improvement that is part of the company’s DNA.

The NÁTTÚRA woman is ethereal and diaphanous, an expression of the serene and peaceful strength of a goddess who stands above space and time. A beauty that does not need to be seductive as it embodies the essence of nature. Wind, fire and ice: these are the primal forces that move her  akin to a Nordic legend of dragons, enchanted forests and snowy landscapes. Her colours are as warm, pure and enveloping as those that are created by the spring and summer light.

Timeless, minimalist yet highly impressive, the work of Angelo Seminara transmits emotions: the beauty is achieved through simplicity. The nature of Iceland provides the inspiration that emerges in his artistic creations due to the particular texture and evocative use of colour, made possible by the skilful use of Davines Colour space products  (Mask, L’ Art Decolour, Finest Pigments, Alchemic).

The burn’t colours of nature are recreated through contrasts of copper and ash tones, colours that recall the effect of sunlight  penetrating through the woods. Short geometric  cuts with an androgynous feel become eccentric and soft looks. The image of  trees stirred by the wind on a sunny day of spring becomes the inspiration for a long haircut with faded colours, made dynamic with harmonic motion. Blonde veils over-layed on dark bases suggest a frozen feeling, a versatile classic medium-length cut is embellished with voluminous texture on the tips and animated by  transversal bleaching that weave patterns throughout the hair; the cuts common for Scandinavian children during the 1960s provide the inspiration for a bob with a short fringe and a two-tone colour to give depth to the look .

The first collection conceived by Davines’ new artistic director distinguishes itself for its refinement, simplicity and elegance, qualities that are expressed through a love for nature that marries perfectly Davines’ philosophy of Sustainable Beauty.