Davines launches new permanent colour to the uk

Davines has launched an innovative new ammonia-free permanent colour range - called simply A New Color - to the UK.

With 51 shades in 11 families, the range promises to entirely cover white hair, lighten by up to three levels and provide greater flexibility for technicians. 

In a launch at Ice Tank in London, Davines international master trainer Brain Suhr showcased the creative possibilities of the range with a series of model presentations in front of more than 70 hairdressers and technicians.

Davines UK trade marketing manager, Arianne Boulogne, and education and technical marketing manager, Laura Luciani, then discussed the technical aspects of the range.

Guests then watched footage of HJ's current British Hairdresser of the Year - and Davines artistic director - Angelo Seminara discussing the range and showcasing his Living Jewels collection, created in conjunction with Davines international creative colour ambassador, Edoardo Paludo.

The A New Color range includes permanent colour cream, colour cream base, activator and bleaching powder. The colour families are natural; ash; intense natural; warm natural; golden; brown; copper; red; mahogany; sand; violet irise.

For more information, call 020 3301 5449 or visit www.davines.com