A SINGLE SHAMPOO - The brand’s value flagship product and one more step forward on the path of sustainability

The search for the perfect balance between Beautiful and Good - what Davines calls “Sustainable Beauty”, a conceptual cornerstone of the brand’s identity - has always been a source of inspiration and driver of innovation and ongoing improvement. This beauty ideal is founded on the harmony between substance and form. Today, it is more real than ever, with the brand’s values embodied in this new flagship product: a single shampoo. 

This project has set new standards for sustainability and reinforced the scientific knowledge of Davines’ laboratories in preparation for gradually applying the results to the entire product portfolio. 

By developing the first completely carbon neutral product, the brand's laboratories have found the perfect combination of professional quality and maximum sustainability. This product takes its inspiration from its very own formula philosophy, raising the bar of sustainability and transparency. In developing A Single Shampoo, Davines decided to create its own formula criteria, which redefines the concept of natural origin ingredients with more restrictive rules compared to the widely known international certifications used. This move is meant to bring higher transparency, knowledge and awareness in the sector and create an opportunity for thoughts regarding the current use of materials and ingredients. 

This has been an important challenge for the Research and Development team - over 4 years of research and 262 formulas - and a major exercise in improving all aspects of product sustainability: from packaging to the selection of raw materials and sustainable transportation, taking inspiration from the principles of Sustainable Life Cycle Assessment (SLCA), to assess any possible impact this product may cause during its entire life cycle. 

THE CONCEPT 

A Single Shampoo is the pinnacle of what Davines has been able to achieve through its scientific know-how. The brand is, however, fully aware that sustainability has no final destination or objective; rather it requires an ongoing sense of responsibility and constant drive for improvement. The product conveys this message, representing itself in an utterly transparent way: in its packaging, in the most literal sense, and more metaphorically on its label, which bears a quote declaring the product “perfectible”, just like a human being seeking the best version of themselves. Constantly on the lookout for valid alternatives to enhance self-knowledge and an understanding of what is right and true. Its objective is to neither seduce nor self-promote - which is clear enough from its clean, minimalistic design. Instead, it is admitting its perfectibility, declaring itself to be the best attempt at representing sustainability; a reflection of the current state of the art. Its promise is as brave as it is honest: constant commitment to ongoing research, growth and ongoing improvement. The same commitment that Davines laboratories has taken on by promising to continue improving this product, whose way forward shall be constant renewal in the years to come, while keeping pace with scientific innovation and respect for the environment. 

THE PRODUCT AND FORMULATION 

A Single Shampoo is a delicate shampoo for daily use on all hair types. Its formula guarantees hydration and suppleness, packing a satisfyingly powerful cleansing and conditioning punch, whilst maintaining the quality and performance of a professional product. Despite its traditional characteristics, it is highly innovative in several ways. 

Out of respect for the environment, its formula is 98.2% biodegradable with 95% natural-origin ingredients. For maximal sustainability and transparency of communication in this regard, only ingredients with no synthetic elements are considered to be of natural origin i.e. only 100% natural-origin ingredients. This standard differs from those commonly used by other brands in the cosmetics sector to define “natural” products, in that it is far more restrictive. 

Learn more about Davines products at Eideal.com

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