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Embracethemoment
The Present Time is the new demi-permanent alkaline colour, conceived with a sustainable approach and enriched with innovative Biomimetic Hair Restoring Technology to care for hair while minimising environmental impact.
It’s designed to deliver low-commitment and strengthening colour with an advanced power to create extra vibrancy. With 60 nuances in total, the line offers delicate lightening and gentle coverage with more longevity, reflective shine and dimensional colour results.
Featuresandperformance
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 on hair lock vs untreated bleached hair
4Instrumental test: colour applied on hair locks stressed under UV exposure
5Depending on hair porosity and quality. Based on 115 in-vivo tests performed by hairdressers
Ingredientsandtechnology
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, to counteract any loss of vital lipids caused by the dying process.
All new Biomimetic technology
The word "biomimetic" describes a compound that mimics a biological material either in structure or function. By using biomimetic lipids in The Present Time, we can mirror the natural composition hair in its optimal state, restoring any lipid loss caused by colour service, protecting and enhancing the hair structure.
- Coconutoilandomega9
For The Present Time, we have chosen two biomimetic ingredients: coconut oil (the first ROC 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.
- 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
At Davines we believe true beauty is about harmony, respect and enhancement of 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 ingredients1 and 89-99% biodegradable ingredients2. Activators are formulated with 93-95% natural-origin ingredients.
Our coconut oil is the first ROC (Regenerative Organic Certified) ingredient used in a Davines colour line. It is sourced from Sri Lanka through our partner Serendipol3, which charges a fair trade premium for its products and invests this into developing local communities.
As well as this, the innovative product is designed for easy rinsing, which reduces water consumption in salons by up to 40%4 compared to most alkaline dyes.
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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.
3Supplier might change due to shortage of raw materials, another supplier can be involved in order to maintain regular production.
4Instrumental test on hair lock compared to market average alkaline dye.
Sustainablepackaging
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.
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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HowtouseThePresentTime
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
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)
DiscoverthreenewlooksfromTomConnell
To celebrate the launch of our new low commitment alkaline demi-permanent colour, Davines Hair Art Director Tom Connell has created three fresh looks, blending colour, cut and styling techniques to celebrate the here and now.