Davines has officially launched The Present Time, its new demi-permanent colour line, in Australia with a live showcase at Sydney’s Museum of Contemporary Art. The event marked the first stop of a broader education tour across Australia and New Zealand led by Tom Connell, Davines’ Hair Art Director.
The event brought together salon professionals, educators and industry leaders to explore the brand’s latest innovation through live demonstrations, discussions, and a final on-stage photoshoot.
Connell, who joined Davines in 2019, described his role as translating the brand’s marketing and creative concepts into a visual campaign that connects with hairdressers globally. With The Present Time, the concept was inspired by Omikuji, the Japanese tradition of reflective proverbs tied to temple trees. Each of the 66 colour nuances in the line is paired with a unique proverb, encouraging hairdressers to pause and reflect during the mixing process.
“I liked the idea that, even in a busy salon, colourists could take just a few seconds to slow down and be present,” Connell said. “That became a key part of the creative direction.”
To bring the concept to life, Connell developed an art installation in a gallery in Modena, Italy. “We painted huge white canvases with a clean red line through the centre – a visual metaphor for ‘the present time’,” he explained. Models were photographed walking through the installation, with looks showcasing the performance of the colour line across a range of hair types, tones, and ethnicities.
“It’s important to create something people can see themselves in,” said Connell. “The aesthetic has to look good, but it also has to communicate something deeper.”
The Present Time is designed to sit between Davines’ Mask with Vibrachrom (permanent) and View (tone-on-tone), offering high-performing colour without ammonia and with reduced environmental impact. The formula features Biomimetic Hair Restoring Technology, Biacidic bond complex, and Regenerative Organic Certified coconut oil, aiming to deliver colour while restoring hair health.
“We stress-tested the range over 3, 6, 9, and 12 shampoos, and what we found was that the colour didn’t just fade—it evolved,” Connell said. “That’s a key part of the story. It lives in the hair in a beautiful, authentic way.”
The line includes up to 93% natural-origin ingredients and up to 99% biodegradability. Recyclable packaging is made from aluminium, FSC-certified paper, and bio-circular plastics, with a reduced water-use formulation that aligns with Davines’ sustainability goals.
The launch event reflected Davines’ commitment to its three pillars: culture, community and education. Alongside Connell, speakers included Global General Manager Mark Giannandrea, Creative Director Maria Vittoria, colourist Nadina Thelen Ray, and Australian representatives Olivia Toohey and Vanessa Esposito.
Live on stage, Connell presented a mix of commercial and avant-garde looks, demonstrating techniques tailored to individuals—what he describes as “cutting for a person, not on a person.” The final segment featured a live photoshoot that completed mood boards presented earlier in the evening.
“It’s about listening to the hair, not just imposing a technique,” Connell said. “Hair tells a story. A bit that’s lighter under the ear might be from tying it back every day. That nuance is important—it’s information. We try to honour that.”
The event not only introduced a new colour line, but also reflected Davines’ broader mission: to merge artistry, innovation and environmental responsibility across every touchpoint.
Read the AUTUMN ’25 issue of Retail Beauty below:
- For more news and updates, subscribe to our weekly newsletter
- Follow us on Instagram
- Like us on Facebook
- Connect with us on LinkedIn