The result of hair-care brand Davines’ two-plus years and nearly 1,500 product formulations — Mask With Vibrachrom — the brand’s new professional color line, is rolling out in North American salons in June.
The products contain ingredients not commonly contained in color lines, and has “great potential in the market right now,” said Francesco Ferri, Davines director of education.
Over the next three months, Mask With Vibrachrom will roll out to about 2,000 salon doors in North America. In total, the brand is used in roughly 4,000 salons. Based in Parma, Italy, Davines is expected to bring in about 100 million euros for 2016 — including sales from the brand’s skin-care line, which industry estimates peg at more than $20 million. North American hair salons are expected to make up about $55 million of the brand’s total this year, according to industry sources.
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Davines, which already had a salon color line, started fresh for Mask with Vibrachrom. The ingredient list boasts quinoa protein extract, a plant-based conditioning agent rich in Omega 9 and a phospholipid carrier. That lineup was inspired by nature, cosmetics and the textile industry, according to Ferri.
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The quinoa is meant to increase color absorption and retention in the hair fibers to make the color last, and the textile-inspired phospholipid carrier, which Ferri says to his knowledge has never been used for hair color, aims to increase pigment penetration inside of the hair to ensure even, shiny color.
Mask With Vibrachrom products come in neutral-colored tubes encased in compostable boxes. Each box displays a black-and-white photo sourced from the Davines community — the result of the brand asking its network for submissions. Artist names are featured on the boxes, too. “It’s an interesting way to elevate the sense of community,” said Jorge Blanco, creative director of North America for Davines.
Aside from the new color formula, the line comes with an easier-to-use consultation book, where swatches of hair color are attached to the larger book magnetically, and can be easily detached. Davines also has a new mobile app out in the fall that will provide guidelines for consultations as well as education services, called Color Experience, said Ferri.