)
)
)
)
)
Cosmeticcolourthatcares
Cosmetic
colour
that
cares
Ensuring that your client’s hair remains in good condition during the cosmetic colouring process is essential to create lasting nuances and support their quality. It’s for this reason that our demi-permanent alkaline colour range, The Present Time, was developed with Biomimetic Hair Restoring Technology.
In celebration of Davines launching four new nuances within The Present Time range, we’re taking a closer look at the unique Biomimetic Hair Restoring Technology behind the demi-permanent line. Learn about its advanced power to create extra vibrancy, delicate lightening, gentle coverage with more longevity, reflective shine, and dimensional colour results, giving it an innovative edge in the realm of cosmetic colour.
Theroleandimportanceofprotectinghairlipids
The
role
and
importance
of
protecting
hair
lipids
The reality
Hair lipids are essential to maintain strength, health, and shine
The challenge
Following a chemical service, lipids need to be restored from external sources.
Our scientific solution
With Biomimetic Hair Restoring Technology, hair lipids are restored by up to 76%¹ and 34% more resistant to breakage².
¹Instrumental test by independent laboratory, test done on hair lock. Colour service: toning after pre-lightening
²Instrumental test: colour applied on hair lock vs untreated pre-lightened hair
BiomimeticHairRestoringTechnology
Biomimetic
Hair
Restoring
Technology
Biomimetic ingredients are those that mimic a biological material in its structure or function. Within The Present Time, these are ingredients that mirror and replace the natural components that are found within healthy hair, such as lipids. These biomimetic lipids imitate the same properties, thus repairing, protecting and enhancing the hair after a colour service.
Davines uses two key biomimetic ingredients in The Present Time. These are omega-9 and coconut oil, which together create improved hair condition and closed cuticles, resulting in shinier hair and better colour longevity.
)
Omega 9
Function
This important fatty acid is found in the body naturally, and in The Present Time, it exists to protect and strengthen hair fibre with its distinctive structure.
Source
Our omega-9 is obtained through the fermentation of a microalgae (sourced from the sap of a chestnut tree in Germany) with sugarcane, resulting in triglyceride oils. The sugarcane is consciously sourced from Brazil, not the Amazon, Pantanal, or the Upper Paraguay Basin.
Coconut oil
Function
Coconut oil has a mixture of fatty acids that are particularly supportive of hair. It externally coats the shaft, sealing moisture within the cuticle. Due to its structure, it can also penetrate the shaft internally.
Source
The coconut oil we use is the first-ever Regenerative Organic Certified (ROC) ingredient found in a Davines colour range. We source it from Sri Lanka, via a partnership with Serendipol*, who charges a Fair-Trade premium for its coconut products, and this premium is then invested in the development of communities.
*Supplier might change in the case of a shortage of raw materials. Another supplier can be involved to maintain regular production
Cellulose
This stabilises and structurally supports the formula, all whilst boosting the conditioning effect. It’s a plant-derived alternative to acrylates and petroleum derivatives. Cellulose guarantees better adhesion of the key ingredients on the hair.
Biacidic Bond Complex
This Davines patented ingredient combines two molecules: maleic acid and liposol maleate, an antioxidant. It repairs damaged bonds and adds a layer of protection from oxidative stress. It’s also an important part of giving the hair UV protection.
)
)
)
)
TheSustainabilitySide
The
Sustainability
Side
Sustainability is an important aspect within The Present Time line, which comes through in both the formula and packaging.
)
Formula
The Present Time colour cream is formulated with 88–93% natural-origin content (including water)*
The cream is made with 89–99% biodegradable ingredients**
Activators are formulated with 94–97% natural-origin content (including water)*
The fragrance is 97% biodegradable**
The only synthetic origin ingredients are: alkaliser, fragrance, dyes and the Biacidic Bond Complex, which only constitute 7–12% of the formula.
Designed for easy-rinsing - on average 40% less water consumption compared to the market average alkaline dye colour***.
It’s the first Davines colour line to use a Regenerative Organic Certified™ active ingredient: Coconut oil sourced from Sri Lanka****.
*ISO: 16128
**Biodegradability is calculated as the sum of the percentage of readily biodegradable ingredients according to the OECD 301 method.
***Instrumental test on hair lock compared to market average alkaline dye
**** Sourced from Regenerative Organic Certified™ farms. Supplier might change in the case of a shortage of raw materials. Another supplier can be involved to maintain regular production.
)
Packaging
Our instruction manual is accessible through a QR code, meaning there is no need for a paper leaflet.
We use lighter packaging and recycled materials, reducing our use of virgin materials.
We use bio-circular mass-balance plastic* for the activator bottle, cap and tube cap.
*Bio-circular mass balance plastic is plastic linked, via the ISCC PLUS mass balance approach, to renewable feedstock derived from biological waste, such as used cooking oil. Under this system, bio-circular and virgin feedstocks are physically mixed, but the share of bio-circular material is allocated on a bookkeeping basis and tracked through a certified and transparent chain of custody.
Alkalinevs.AcidicFormulations
Alkaline
vs.
Acidic
Formulations
Professionals familiar with View, our other demi-permanent hair colour range, may wonder what separates it from The Present Time. The main difference is that View uses an acidic pH, and The Present Time uses an alkaline pH.
With View’s acidic pH, the opening of the cuticle is minor, resulting in a softer colour deposit. The Present Time’s alkaline pH environment, however, opens up the hair cuticles and allows stronger colour deposit of the dyes, resulting in improved colour longevity.
)
THE PRESENT TIME
Alkaline pH demi-permanent
Deeper penetration of colour
64 nuances
Up to 70% white coverage (on natural hair)
)
VIEW
Acidic pH demi-permanent
Softer colour deposit
62 nuances
Up to 50% white coverage