Davines Hair Art Director Tom Connell has taken the four new nuances joining The Present Time and crafted them into a new story, Simplifying to Focus, which hones in on celebrating beauty and pure colour.
Davines has incorporated four new warmer nuances into The Present Time, its demi-permanent alkaline hair colour range. These additions offer exciting new opportunities to hairdressers to create fresh and individualised colours for their clients by blending new nuances with the existing ones in the assortment. These shades are rich and earthy, leaning into copper and gold tones. They bring a warm energy to the existing palette and are highly adaptable, making it easy for colourists and hairdressers to mix different combinations that speak to the individual in the salon chair.
Nuance 01: Orange
Bold, bright and vivid. This vibrant hue brings intensity and shine to hair, offering a rich colour that’s eye-catching but grounded. Expect maximum intensity from this hue all on its own, or explore the distinctive combinations that alchemise into beautiful personalised colours when you blend this with other nuances.
Nuance 02: 10,34
This delicate gold-copper mix leads to a soft and balanced blonde. It’s light and bright but gentle all at once. It also excels at bringing golden warmth to naturally light blonde hair or hair that’s been pre-lightened.
Nuance 04: 6,43
A luminous dark copper-gold blonde, this nuance brings together depth and warmth in one deep and sleek tone. It serves as the perfect nuance for illuminating any skin tone, and it’s an excellent choice for anyone in search of a darker tone that still has a softness.
Nuance 03: 8,43
Gentle copper warmth meets delicacy. This nuance adds depth and vibrancy to hair without excess. It’s an ideal nuance for transforming light natural hair colours into tones that are soft, gentle and warm.
Simplifying to focus: The first chapter
This theme explains our understanding that the best way to share these new nuances is through simplicity—to hone in on that which is essential. This creative concept is the first of many to come, featured in a long-term cultural project that will document new colour nuances across Davines’ portfolio. The goal is to remove complexity and noise, leaving behind the true essence of each colour. Whilst Orange, 6,43, 8,43 and 10,34 are the focus of this story, future Davines colour launches will recall a similar aesthetic. One that’s simplified, inspired by minimal art installations, made up of natural materials and flooded with natural light.
Key features of The Present Time
The Present Time is Davines’ demi-permanent alkaline colour line that was formulated to protect hair optimal state whilst providing vibrant colour for a longer period of time, using Biomimetic Hair Restoring Technology. It’s gentle on the scalp and restores hair lipids. Salon professionals can use The Present Time in a wide range of colour services, from refreshing natural hair colours to providing clients with more vibrant options.
A restorative and protective formula
Davines developed our ammonia-free demi-permanent alkaline colour line to deliver low commitment colour whilst maintaining hair’s optimal state. Whether it is a client’s first time cosmetically colouring their hair, or they’re familiar with the dyeing process, The Present Time is fit for any hair type. The formula restores up to 76% of hair lipids after one colour service1 and leaves hair up to 34% more resistant to breakage2. Aesthetically, clients will find hair that’s 10 times shinier with fashion reflects and 6 times shinier with naturals3. The alkaline pH of the formulation leads to better penetration, resulting in longer-lasting, more powerful and vibrant colours.
Sustainably-minded ingredients and packaging
Sustainability is a key value for Davines and was considered for our demi-permanent colour range as well, in both packaging and formula. The colour cream is formulated with 88–93% natural-origin content (including water)4 and 89–99% biodegradable ingredients5. The activators are formulated with 94–97% natural-origin content (including water)4, and it was made with easy rinsing in mind, cutting the water consumption to 40% on average6. This is also the first-ever Davines colour line to use a Regenerative Organic Certified (ROC) ingredient: Coconut oil sourced from Sri Lanka.
In terms of packaging, The Present Time utilises lighter and recycled materials, reducing our reliance on virgin materials. We use bio-circular mass-balance plastic7 for the activator bottle, cap and tube cap. This type of plastic is linked, via the ISCC PLUS mass-balance approach, to renewable feedstock derived from biological waste, such as used cooking oil.
What’s in a name?
The Present Time’s name comes from our dedication to living in the moment and allowing every individual to express themselves in a way that feels right for them at that time. In our chaotic daily lives, through the gift of ancient words of wisdom, our wish is for each of our colourists to feel seen as a person, and to take the time to reflect upon something that is meaningful to them.
1Instrumental test by independent laboratory, test done on hair
2Instrumental test: colour applied on hair lock vs untreated pre-lightened hair.
3Instrumental test by independent laboratory, vs. no product applied.