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HonourThePresentTime
Honour
The
Present
Time
Behind the name The Present Time there is the desire to honour the moment we are living during our chaotic daily lives. A moment that unites all colourists, hairstylists, and clients.
We would like to offer a few words of wisdom to empower them and invite them to reflect upon something that is meaningful.
We want to clearly state that behind every colourist, hairdresser, client there's always a person, who should be seen.
Theassortment
The
assortment
The Present Time is based on a two-component system with two dedicated activators - shich combine to create a texture that is versatile and easy to use.
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Featuresandperformance
Features
and
performance
The Present Time offers up to 1 level of lift and colour deposit, with up to 70% white coverage on naturals and 50% on fashion reflects. The cream gel formula is fast and easy to mix and apply, and is dermatologically tested, making it delicate on the scalp. What’s more, hair is 10x shinier on fashion reflects and 6x shinier on natural tones1.
Restore
Just one colour service restores hair lipids by up to 76%2.
Reinforce
Hair is up to 34%3 more resistant to breakage, with up to 43%3 improved compatibility and detangling.
Protect
Colour is protected from UV exposure for four weeks4, then colour begins to fade gradually and naturally up to 24 shampoos5.
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¹Instrumental test by independent laboratory vs no product applied
²Instrumental test by independent laboratory, test done on hair lock. Colour service: toning after pre-lightening
³Instrumental test: colour applied to hair lock vs untreated pre-lightened hair
⁴Instrumental test: colour applied to hair locks stressed under UV exposure
⁵Depending on hair porosity and quality. Based on 115 in-vivo tests performed by hairdressers
Ingredientsandtechnology
Ingredients
and
technology
When it comes to hair colour, the best way to achieve a vibrant, long-lasting look is to ensure that the hair is in a good condition. That’s why The Present Time has been created using our unique Biomimetic Hair Restoring Technology, designed to enhance colour through hair well-being.
All new Biomimetic technology
The word "biomimetic" describes a compound that mimics a biological material either in structure or function. By using biomimetic ingredients in The Present Time, we can mirror the natural composition of healthy hair, to significantly improve the hair structure, to restore the hair lipids and protect the integrity of the colour.
- Coconutoilandomega9
For The Present Time, we have chosen two biomimetic ingredients: coconut oil (the first Regenerative Organic Certified™ active ingredient* used in a Davines colour line) and omega-9. By penetrating the hair shaft and delivering biomimetic lipids where they are needed, they help to restore the hair lipids. By improving the condition of the hair, the cuticles are closed, reflecting more light and resulting in better colour longevity.
* 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.
- Patented*cellulose
Most hair care formulas use synthetic gelling agents such as acrylates or petroleum derivatives to stabilise them and offer important structural support. The Present Time contains plant-derived cellulose instead, which offers important structural support to the formula and ensures the proper adhesion of the key ingredients and dyes. It also acts as a performance enhancer, boosting the conditioning effect by forming a protective film.
*In Italy and South Africa, pending in the rest of the world
- DavinespatentedBiacidicBondComplex
Created in the Davines scientific laboratories, the Biacidic Bond Complex is a mix of two molecules: maleic acid and the antioxidant liposol maleate. Together, they work to repair damaged bonds in the hair and protect it from oxidative stress. Working in conjunction with the biomimetic ingredients and cellulose, the Biacidic Bond Complex protects the final colour from UV exposure and shampooing over time.
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Sustainability
Sustainability
At Davines, we believe true beauty is about harmony, respect and supporting people and our planet. That’s why we continue to push towards improved sustainability in everything we do.
The Present Time colour cream is formulated with 88–93% natural-origin content (including water)¹ and 89–99% biodegradable ingredients². Activators are formulated with 94–97% natural-origin content (including water)³.
Our coconut oil is a Regenerative Organic Certified™ active ingredient, sourced from Sri Lanka through our partner Serendipol³, which charges a fair trade premium for its products and invests this into developing local communities.
This innovative product is also designed for easy rinsing, reducing water consumption in salons by on average 40% compared to the market average alkaline dye colour ⁴.
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¹ISO: 16128
²Biodegradability is calculated as the sum of the percentage of readily biodegradable ingredients according to the OECD 301 method.
³Sourced 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.
⁴Instrumental test on hair lock compared to market average alkaline dye
Sustainablepackaging
Sustainable
packaging
By using recycled materials, we’re also reducing our use of virgin materials.
Our lighter packaging has reduced raw material usage.
Changing our activators sizes has also led to improved sustainability.
We reduced the use of virgin-fossil plastic thanks to the use of bio circular mass balance plastic* for the activator bottle, cap and tube’s cap.
Our smart packaging uses a QR code linked to a digital instructions leaflet, which means there’s no need for a printed leaflet.
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*What is bio-circular mass-balance plastic?
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.
HowtouseThePresentTime
How
to
use
The
Present
Time
The synergy between The Present Time’s colour cream and activators creates a cream-gel texture that’s easy and fast to mix and to use.
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UniquecolourservicesusingThePresentTime
Unique
colour
services
using
The
Present
Time
The Present Time can be used in a large range of different colour services designed to serve existing clients and attract new ones alike.
Reflect changes on natural hair
Vibrant colour refresh for lengths and ends
Base breaking to soften regrowth
Up to 70% white coverage on naturals and 50% on fashion reflects
Toning after pre-lightening or full head lightening
Creative results on natural level 10 and pre-lightened hair
Delicate lightening for sun-kissed natural lightening (00)
Shadow Root
Shadow Melt
InspiringlooksfromTomConnell
Inspiring
looks
from
Tom
Connell
Davines Hair Art Director Tom Connell has created fresh looks, blending colour, cut and styling techniques to exemplify how our low-commitment alkaline demi-permanent colour translates onto hair.
MeetThePresentTime’sfreshnuancesGrounded in tones found within the earth, these four new nuances expand The Present Time’s line of demi-permanent hair colours
ThePresentTime:adeepdiveintothetechnology,ingredients,andsustainabilityThe biomimetic formulation and unique ingredient combination protect the integrity of the hair and extend colour longevity.
NewwaystocelebrateThePresentTimeThe launch of The Present Time was a huge step forward for low commitment colour - and we’re still celebrating. Read on to hear more from the Davines Technical Marketing team and discover three brand new looks from Hair Art Director Tom Connell.
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