Icy Ling, CEO and Co-Founder of IC & Co

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Davines expand LOVE Smoothing Essential Haircare Collection

08 Feb 2022

Italian luxury haircare label Davines, guided by the principles of ethical and environmental sustainability, has expanded their Essential LOVE haircare line with 2 new additions dedicated to taming frizzy and unruly hair. Introducing LOVE Smoothing Instant Mask and LOVE Smoothing Perfector.

The LOVE Smoothing Instant Mask is an intensive and fast anti-frizz mask, helping to reduce undesired volume and tame hair. Easy to use, it gently smooths, and controls frizz for healthy, easy to style locks.

Deeply nourishing and effective, the LOVE Smoothing Perfector protects the hair from humidity and prevents untamed strands from frizzing. Light in texture, it protects hair from heat up to 230 degrees Celsius and favours styling without leaving residues.

Epitomizing the Davines ethos of Sustainable Beauty, each formulation is enriched with the finest active ingredients that are rapidly biodegradable and of natural origin, developed with the environment in mind to minimize impact and combine sustainability with high level professional results.

Davines laboratories have strengthened the efficacy of the extract present in all products from the LOVE Smoothing line, considering its rich content in fatty acids and vitamins capable of offering an emollient and elasticizing action. Improving the efficacy of the extract of Minuta Olives sourced from a Slow Food Presidium was possible thanks to an enzyme-based extraction method that has also been used for other Essential Haircare products thus relying on more efficient active ingredients.

The addition of these two new products was strategic move for Davines because Essentials Haircare is the perfect expression of Davines’ strong belief in sustainable beauty. Each range is enriched with active ingredient sourced from a Slow Food Presidium that contributes to the biodiversity of the planet, protecting it and supporting small famers.

Housed in minimalistic white and transparent carbon-neutral packaging to ensure a strong connection between plate, planet, people and culture, the range contributes to Davines’ role in the LifeGate’s Zero Impact® project, where carbon dioxide emissions generated by the production of each container are offset by contributing to the creation and protection of forests in various parts of the world.

The LOVE Smoothing collection is available at www.salonstyle.com.auas well as selected salons nationwide.

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