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We don’t create products as an end
After more than 20 years, we’ve evolved from "Sustainable Beauty" to "For a Good Life". This new tagline answers not just what we do, but why we do it.
Inspired by the Platonic ideal of kalokagathia - the union of beauty and goodness - it reflects our belief that a life well-lived is one of harmony, purpose, and wonder. While sustainability remains a cornerstone, we now invite you to embrace a broader vision: a cultural and emotional journey toward a Good Life.
Pauseforamoment.
Pause
for
a
moment.
Through this campaign, we share poetic stories of good forces that care for life through regenerative actions.
Let these stories spark your imagination. Interpret them in your own way and find inspiration in the poetry of daily things.
Sewingablanket
Sewing
a
blanket
A spirit is sewing a great blanket. The blanket is arid land that, when mended, regenerates and offers comfort. A man arrives and, after observing the blanket, lifts a side and lies down under it.
we are of the earth.
also used and full of cracks.
also longing to be regenerated.
to be comforted.
we can take this need
in our hands.
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Hangingclothes
Hanging
clothes
A spirit is hanging out to dry washed sheets of cloth covered with words. As they dry, only the most important words remain. A woman arrives and takes one of the extended cloths, folds it up, stuffs it into her pocket, and then leaves.
some moments speak above the noise.
they become the most important words.
we learn to see them.
to remember them.
to take them with us.
they give wonder to it all.
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Bakingbread
Baking
bread
A spirit continuously kneads and bakes bread enriched with minerals. Three children arrive carrying plates on their heads. They approach a basket with baked loaves. Each one puts a loaf on another's plate and then leaves.
we forget our youth.
our age of pure presence.
maybe we can remember,
enough to be more where we are.
and open to everything, again.
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Cloudmaking
Cloud
making
A spirit is crying and collecting its tears in a basin to transform them into clouds. A woman arrives with an empty stroller. She takes a cloud, puts it in the stroller and then leaves.
we are each other’s tears.
it has always been this way.
we are also raindrops and clouds
refilling each other,
so that we may be lifted up
and nourished without fear.
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ForaGoodLife:Makingof
For
a
Good
Life:
Making
of
The making of this campaign reflects Davines’ conceptual approach: a visual language that blends art and philosophy. Each scene was crafted to evoke curiosity and wonder, inviting viewers to interpret freely rather than follow a predefined narrative. It’s a celebration of imagination, culture, and the regenerative beauty of everyday gestures.
Over these 20 years of history Davines has evolved and grown, staying true to our path — guided by our Purpose — without shortcuts, even when the road felt challenging. This commitment has brought us to a new awareness: the desire to inspire people to embrace a different way of living on this planet, one that looks far ahead to the well-being of generations to come.
“For a Good Life” is not a new beginning nor a final destination — it is a meaningful step forward in our evolution as a brand. In 2006 we started using the tagline “Sustainable Beauty” with the aim of making our vision clear: an idea of beauty rooted in harmony between humans and nature, biophilic and respectful of the planet.
“For a Good Life” is an invitation to rediscover balance — with the planet and with one another — by shifting the focus from individual gain to a more harmonious relationship between environmental, economic, and social wellbeing. It encourages us to actively welcome all the shades of life, even its complexities.
Davide Bollati, Davines Group Chairman
AboutDavines
About
Davines
Founded in Parma, Italy, in 1983 by the Bollati family, Davines remains proudly family-owned and present in over 90 countries. For more than 40 years, we’ve valued time - time to care for ourselves, for others, and for the things we love. We believe in uncovering the poetry of daily things and expressing it through beauty, sustainability, ethics, and culture.