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Lowcommitmentdemi-permanentcolour
Low commitment hair colouring that’s kind to the hair while minimising environmental impact. It sounds like an impossible dream but that’s exactly what the Davines scientists have created in our laboratories.
Using biomimetic technology, responsibly sourced natural ingredients and sustainable materials, The Present Time is an ammonia-free demi-permanent alkaline colour that’s designed for your customers with a conscious approach.
The Present Time is our new low commitment, ammonia-free, demi-permanent colour line with 60 nuances offering up to one level of lightening and colour deposit that lasts up to 24 shampoos and fades true to tone. Quick and easy to mix and apply thanks to its cream-gel formula, it offers up to 70% white coverage on naturals and 50% on fashion reflects.
Thanks to our innovative technology, The Present Time is both sustainable and delicate on the scalp. The hero ingredients have been specially selected to reinforce and strengthen the hair’s natural properties, while achieving vibrant dimensional colour, reflective shine and colour protection.
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Solvingthelipidlosschallenge
One of the consequences of using a demi-permanent alkaline colour is the potential loss of lipids from the hair fibre.
These lipids are essential for protecting against damage and maintaining hair health. The link is simple: when hair is in a good condition, the cuticles are closed, it reflects more light, making the colour shinier and more vibrant.
The Present Time technology is the solution: it contains biomimetic lipids, mirroring the natural composition of hair's optimal state, to significantly improve the hair structure and restore the hair lipid loss caused by service colour, resulting in outstanding colour results.
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Whatdoesbiomimeticmean?
Biomimetic refers to a compound that mimics a natural biological material in terms of its structure or function. Biomimetic lipids act like the hair’s natural lipids, replenishing those that are lost through the colouring process and helping to repair, protect and enhance the hair structure.
Introducing our hero ingredients
What makes The Present Time special is a blend of four key ingredients: 2 biomimetic ingredients - coconut oil and omega 9 - supported by plant-based cellulose, working in synergy with the Davines Biacidic Bond Complex.
- CoconutOil
Coconut oil has a special affinity with the hair. The mix of fatty acids works in two ways. First, thanks to its structure, it is able to penetrate the hair shaft, delivering lipids internally. Then, it forms a lipid coating over the hair shaft to seal the cuticle. This prevents moisture loss and also creates a high shine effect.
Our coconut oil is the first ROC (Regenerative Organic Certified) ingredient used in our colour lines, and is sourced from Sri Lanka through our partners at Serendipol*. They work with global partners, charging a premium which is invested back into local communities to improve healthcare, education and rural infrastructure.
*Supplier might change due to shortage of raw materials, another supplier can be involved in order to maintain regular production
- Omega9
Omega 9 is a fatty acid that helps to protect and strengthen hair fibres. Our omega 9 is obtained by fermenting microalgae using sugar cane. The microalgae comes from the sap of chestnut trees in Germany, while the sugar cane is consciously sourced from Brazil, always avoiding fragile areas such as the Amazon, Pantanal and the Upper Paraguay Basin Biomes.
The manufacturing process itself also takes place away from fragile areas, ensuring that it has a low carbon footprint, low land use impact and low water consumption.
- Cellulose
Most hair care formulas need a stabilising agent to offer structural support, and many use synthetic ingredients such as acrylates or petroleum derivatives. For The Present Time, we have patented* the use of plant-derived micro fibrillated cellulose, responsibly sourced from Norway and South Africa.
This cellulose - a revolutionary ingredient in the cosmetic industry - not only creates the final texture of the product but has a specific affinity to the hair, helping the key ingredients and dyes penetrate the hair fibre.
*In Italy and South Africa, rest of the world pending
- BiacidicBondComplex
Created exclusively in the Davines laboratories, our Biacidic Bond Complex is a blend of two different molecules: maleic acid and the antioxidant liposol maleate. Together, they repair damaged bonds in the hair, improving its integrity and protecting it from oxidative stress.
When used in synergy with biomimetic ingredients and cellulose, Biacidic Bond Complex also protects the final hair colour from UV exposure and shampooing over time.
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MakingThePresentTimeevenmoresustainable
The Present Time colour cream is formulated with up to 88-93% natural-origin ingredients1 and up to 89-99% biodegradable ingredients2. Activators are formulated with up to 93-95% natural-origin ingredients.
As well as this, the innovative product is designed for easy rinsing, which reduces water usage by up to 40%3 compared to the market average alkaline dye colour.* *Instrumental test on hair lock.
We’ve also been working on all areas of the manufacturing process to ensure that The Present Time is as sustainable as possible.
1At Davines, an ingredient is considered “of natural origin” when 100% of its molecular structure is from natural sources, without any synthetic portion. This criteria is different and more restrictive than the one commonly used by other brands.
2Biodegradability is calculated as the sum of the percentage of readily biodegradable ingredients according to the OECD 301 method.
3Instrumental test on hair lock compared to market average alkaline dye
We’ve started by reducing materials wherever we can, for example by creating smart packaging that uses a QR code linked to a digital instructions leaflet, which means there’s no need for a printed leaflet. Our lightweight aluminum tube also uses less raw materials.
By using 100% recycled materials, we’re also reducing our use of virgin materials for both paper and aluminum packaging components.
Changing our activators sizes has led to improved sustainability too. Having fewer bottles produced thanks to extra capacity. 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. A material derived from renewable biomass, which does not require additional land consumption for its production. All packaging components are fully recyclable.
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Fastandeasytouse
The Present Time’s innovative formula uses a synergy between the colour cream and the activators to create a cream-gel texture that is easy and fast to mix and to use. Simply prepare the mix with one part colour cream and two parts activator (7 or 15 vol) then apply on dry hair.
After just 20 minutes - or even 15 if using heat - emulsify around the hairline with water, rinse out the colour and then shampoo and condition with the most appropriate products. It really is as straightforward as that.