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

Watch the video

Natural and absolutely unique: every woman’s aspiration to beauty comes to life in the new Flamboyance Diva S/S 2012 collection signed by Davines Artistic Director, Angelo Seminara. A daily splendor drawing inspiration from the great style icons from the past, without falling into any of the Hollywood clichés, but grasping all their refinement, revisited in simple, contemporary and easy-to-wear looks.

Flamboyance Diva is dedicated to women who are committed to living their daily challenges with the desire to feel special without looking artificial, who enhance their uniqueness in a simple and spontaneous way, thanks to choices of styles in harmony with their essence.  Women who stand out with a charisma that goes beyond fashions: the character of Lauren, a medium-long haircut proposed in three styling versions ranging from wavy to pluckily curly; the essentiality of Audrey, a daring extra-short cut with tidy or untidy up-styled fringe; the sensuality of Brigitte, a profusion of free-falling hair or up-styles gather with apparent carelessness; the liveliness of Marylin, medium-length waves, sometimes more defined, soft or vibrating.
Touches of style that give rise to images of great intensity, built on light and organic shapes combined with fresh and feminine nuances, enhanced by the neutral tones of garments and the graphic impact of make-up, with strongly marked magnetic eyes and soft, natural looking lips.

The secret of this new application of Flamboyance is the sense of natural refinement interpreted in warm tone on tone nuances (light copper, peach, tobacco, sand, honey ) that celebrates an easy-chic woman, focusing once again on the revolutionary Flamboyage colour service.

Credits:
Artistic Director: Angelo Seminara
Colour specialist: Edoardo Paludo:
Photographer: Andrew O’Toole
Make up Artist: Anita Keeling
Stylist: Georgie Macintrye
Video Production: Colin Newman and David Baird, Accentuate UK Ltd

Watch the Video

Iconic, or rather pure inspiration. This is how Angelo Seminara talks about Living Jewels: “I always try to look at things not so much as a hairdresser, but more as an artist: what I want to try and do is never forget the woman and her beauty, but always try to focus on her hair and how it can enhance her beauty.
When Davines asked me to produce an iconic collection for the new colour concept, I wanted to create something really unique, with unique colours on hair, working with new methods and techniques.”

“To create this collection lengthy and intense experimentation was necessary. Experimentation is at the basis of my work and I am inspired mainly by nature with all its elements: vegetable, animal and mineral.
After carrying out a lot of research, I decided to draw inspiration from the world of beetles: small insects of extraordinarily bright colours so startling as to seem real living jewels.  Hence the collection’s name “Living Jewels”.
The world of insects summarises and enhances the creative powers of nature offering unmatched chromatic suggestions.
It is a continuous change, the perfect combination of colours, shapes and light: an intelligent and spontaneous triumph created daily by carotenoids and melanins.
We have tried to reproduce these shades and our joint commitment has led to an inspiring result where colourful sparks shine on the hair giving rise to a natural iridescence that impacts different lengths, volumes and textures. Multifaceted daring, but  perfectly realistic colours that look like a reflection created by sunlight. Gold, copper, emerald and sapphire are shed on free and vibrant hairstyles: geometrical and layered bobs with rigorous or untidy fringes, fluent hair with enhanced lengths and finally a frizzy style with great volume animated by contrasts in sunny shades.
A fusion of matter and colour that literally casts light onto the beauty of the woman wearing it, bestowing on her the charm of a natural miracle with a profound liaison with Davines “sustainable beauty”, which is the synthesis of creativity and respect for nature in all its marvellous expressions.

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.

For his latest collection Angelo Seminara, Davines Artistic Director has drawn inspiration from a dynamic, yet elegant and feminine beauty that is typically “femme de Paris”.

The naturalness, resulting from a careful study of form and colour, is the inspiration and distinctive sign that Angelo represents in a model of contemporary woman, who is harmonious and sensual, spontaneous and nonchalant chic.

The Flamboyance Collection, that for the first time present the innovative colour technique Flamboyage, expresses itself through a series of proposals in different lengths, with daring haircut solutions, designed to enhance the natural movement of hair, spirited by the shades of saturated and bright nuances that have been harmoniously and elegantly developed on some of the most common natural bases: cold brown, dark blond and hazel.

A short cut develops with versatile layered lengths, asymmetric shapes enhanced by copper tones, and is interpreted in two interesting styling solutions: a more sophisticated look and one that is definitely Rock’n Roll.

A second, even shorter and more daring cut is developed on a bleached, almost white base, to be worn with a wild-looking fringe forward or combed backward with gel (For Wizards n.11 Instant Grip Glue).

The long cuts range from a dark straight symmetric cut with middle parting and diagonally defined lengths for a strong graphic look with a wavier, yet elegantly refined styling, to a warm and luminous blond cut with an imposing fringe and soft animated lengths that is interpreted in a grunge look, a posh version and a chic up style with maxi-chignon.

Flamboyance by Angelo Seminara symbolizes strong personality, yet essentially simple haircuts. The result is an easy-to-wear collection, which is at the same time extraordinarily innovative and surprising.

Watch Flamboyance video on youtube

Credits:

Photograper : Andrew O’Toole

Hairstyle: Angelo Seminara per Davines

Colour specialist: Edoardo Paludo

Make up: Denise Rabor

Styling: Georgie Macintrye

Innovation never arises out of chance, but from a repetition of reality that is carefully observed from a different perspective.  This is the origin of Flamboyage, the innovative colour service that enhances natural reflects by spontaneously blending bright and saturated tones with natural bases, to create super-rich reflect patterns all along the hair length, whilst offering unprecedented creative freedom to hairdressers and colourists.

Personally designed by Angelo Seminara, this innovative colour service is offered exclusively to Davines salons thanks to Flamboyage Meche, an unprecedented tool for a new and revolutionary approach to colour.

This is a practical adhesive strip that provides precise and creative colouring, selecting and isolating with a simple and fast gesture a small random amount of hair that firmly adheres to the strip, to become a new working surface.

Unlike other colour accessories currently on the market (aluminium foils, strips in various materials, etc.), Flamboyage Meche enables not only isolation, but also and especially the selection of a small and random amount of hair to be coloured.

With the help of this new colour tool, the colourist can achieve and easily repeat chromatic results that are unattainable when working free-hand along the hair length.

Furthermore, thanks to its transparency, it is easy to check the development of colour during the processing time.

Flamboyage Meche is a versatile, practical and simple tool used to achieve extremely natural-looking results both with bright and creative bleaching and toning works performed with the L’Art Decolor products, as well as with soft colour works carried out using the wide range of Mask nuances.

The new Flamboyage colour service guarantees a diffused and harmonious chromatic result all along the hair length and minimises the regrowth effect.

Exclusively for Davines Salons

visit: http://davines.com/flamboyage/

For more info: flamboyageuk@davines.it

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.

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 World Wide Hair Tour, Davines’ annual appointment with its clients from all over the world, is back with the yearning to explore, without prejudices, remarkable places and phenomena to find the inspiration to develop its trend-setting multicultural vision. All of this in an ever-new, particularly stimulating location, in line with Davines’ perspectives.

After some editions dedicated to delve into the European scenario, WWHT 2012 is moving overseas to land in Miami, cinema and television icon/city, not to mention preferred destination for architects, artists and designers, with all the pros to become a new capital of culture.  But it is especially the welcoming spirit of the city, with its ability to fuse different lifestyles and offer everyone a new opportunity, that is in tune with the WWHT theme “Every day above the earth/ together is a good day” the quote is’ every day above the ground is a good day’ (quotation from the cult movie “Scarface”), a symbol of sharing and exchange between different realities.

Breathing the atmosphere of the great American shows, the event will take place in a legendary venue that has been riding high since the ’50s: the grand Fillmore Miami Beach at The Jackie Gleason Theatre which can host more than 2,400 people.

The most advanced trends in international hair design will be in the foreground, starting from the maxi show with the biggest names from Davines’ world on stage: Angelo Seminara, Davines Artistic Director, Johnny Othona and Pedro Inchenko, founders of Allilon Education, and other surprise stylists in a spectacular creative itinerary that will once more be enriched with unprecedented hints and inspirations proposed by the same Davines hairstylists. They will be playing the starring role in the 8^th edition of the World Style Contest, the contest that will designate the best interpreter of Davines’ style through a live show of the finalists selected worldwide, and in the Ecosalon Contest, that will compare the sustainability choices adopted by Davines’ salons to identify and reward the world’s most eco-sustainable one.

The in-depth voyage in style will be completed by the top level Look and Learn experience, for the first time together with the Davines Artistic Stylists USA and Angelo Seminara, and a show dedicated to Brian & Kirsten, the dynamic Danish duo who are very well known to Davines fans. On a cultural front, the full immersion in current trends will unwind through specific workshops and an exciting tour in Miami’s Design District to discover the overseas artistic avant-garde.

And to fully savour this multifaceted city which has the greatest ambitions, this privileged jet-set will be hosting the traditional theme party to enhance the spirit of creative sharing typical of the World Wide Hair Tour, on the exclusive Nikki Beach, an extraordinary combination of architecture from the 1930s and modern interior design. The party theme will pay homage to the cinema stars of the 1980s, a decade of glory for Miami that saw its maximum iconographic success.

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.