PRESS RELEASE YOUR HAIR ASSISTANT. Conceived & designed by Angelo Seminara, Davines Artistic Director, revolutionizing the art of the Blow Dry.

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Vivian Terry
5 years ago
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1 YOUR HAIR ASSISTANT Conceived & designed by Angelo Seminara, Davines Artistic Director, revolutionizing the art of the Blow Dry. Your Hair Assistant, is a new collection of integrated hair products and tools designed to create a perfect blow dry, both in the salon and at home. Born from a collaboration between Angelo Seminara, world-revered hair stylist and three times British Hairdresser of the Year, married with the scientific knowhow of the Davines Research Laboratories. The project is the natural expression of the artistic union between Davines and the internationally-renowned hair stylist, who was also the creative force behind the development of the innovative Flamboyage colouring technique and of the Davines More Inside styling line. The formulation skills of the Davines Research Laboratories were put at the disposal of this visionary and, for the first time ever, Angelo Seminara is putting his name on a hair range. Seminara says, "It took three years in development and constant attempts and reformulations. I am a perfectionist and throughout my career I have used many products by different brands, often mixing them because I was never happy with the result. This is why I wanted to create a line of products that would work in synergy and complement one another. I have been wanting to realize this project for a long time, but only with a brand in which I believed in and that would share my vision of sustainability. I chose Davines because I trust them and feel safe with them. I am delighted with the result:" The new line pays homage to the art of styling, a crucial element of the salon experience, but often considered of secondary importance to cutting and colouring services. Davines chose the proven experience of its artistic director to restore styling to its rightful importance, radically changing this service in order to give it a new identity. Your Hair Assistant is the opportunity to focus again on the art of styling, not as the last necessary step, but as the focal point bringing added value to the whole blow dry experience. Having developed the necessary tools to execute styling perfectly with the greatest creative freedom, Seminara becomes the hairdresser s "personal assistant, as all mentors are to their own followers. The Your Hair Assistant products have been formulated to support personal inspiration, offering the highest performance in each phase of the blow dry: from preparation, to styling, to finishing. Seven products correspond to the various stages of the creation of the perfect look, care, nurture, prime, style and finish. Their identity is feminine and elegant, enclosed in a packaging dominated by the contrast of black and pink with a glossy luxe finish. Inspiration was drawn from women's natural beauty, always celebrated in Angelo Seminara's collections. All the products are enclosed in Zero Impact packaging. The sophisticated fragrance, a bouquet of jasmine and mint, lingers discreetly in the hair even after use.

2 YOUR HAIR ASSISTANT THE RANGE Washing & Conditioning YOUR HAIR ASSISTANT PREP SHAMPOO 250 ml Moisturising and nourishing shampoo suitable for all hair types. Its rich and creamy foam, gently cleans the hair, detangles and is easily rinsed off. Leaves hair moisturised, silky, soft and perfectly clean. The formula is free of sulfates and parabens. Mixture of delicate surfactants that cleanse without weighing down the hair shaft. YOUR HAIR ASSISTANT PREP MILD CREAM 200ml Moisturizing conditioner with elasticising effect for fine to medium hair. Perfectly hydrates and detangles, leaving hair soft and nourished without weighing it down. The formula is free of parabens. Vitamin E: antioxidant rich and protects the hair shaft. After washing the hair, remove excess water and apply the product through the length and ends of the hair. Leave for 2-3 minutes then comb through. Rinse thoroughly. YOUR HAIR ASSISTANT PREP RICH BALM 200ml Ideal conditioner for hair that is thick, dehydrated or stressed by repeated treatments. Its rich and creamy formulation detangles and nourishes deeply, leaving hair soft and silky, without weighing it down. The formula is free of parabens. Jojoba oil: rich in vitamins E and A, it ensures a moisturising and nourishing action. Almond butter: nourishes treated hair deeply. Vitamin E: has a strong antioxidant action and protect the hair shaft. After washing the hair, remove excess water and apply the product to the length and ends of the hair. Leave it on for minutes then comb through. Rinse thoroughly.

Styling YOUR HAIR ASSISTANT BLOWDRY PRIMER 250ml 24.80 Bodifying and anti-humidity tonic spray for all hair types. Gives body and supports style in a natural way.

Enhances the natural shine of hair and helps to reduce drying time. Essential for creating perfect styling. The formula is free of parabens. Panthenol (pro-vitamin B5): deeply moisturises hair.

3 Styling YOUR HAIR ASSISTANT BLOWDRY PRIMER 250ml Bodifying and anti-humidity tonic spray for all hair types. Gives body and supports style in a natural way. Its formulation was designed to give texture and protect from heat and humidity with repeated use. Applied to wet hair it works as a primer, preparing the hair for styling. Enhances the natural shine of hair and helps to reduce drying time. Essential for creating perfect styling. The formula is free of parabens. Panthenol (pro-vitamin B5): deeply moisturises hair. Spray evenly on towel-dried hair. Do not rinse off. Proceed with styling. Finishing YOUR HAIR ASSISTANT VOLUME CREATOR 9g The inspiration for this product comes from my childhood. I remember a classmate of mine who used to work as a carpenter before and after school, and had wood dust residue in his hair: it created a matte, voluminous effect... this is where the idea comes from" Angelo Seminara Matte-effect, texturizing powder with 100% natural formula: 50% coconut powder and 50% bamboo powder. It protects hair from humidity, gives texture to the hair and creates natural and lasting volume, leaving no residue. The formula is free of parabens and contains no fragrance. Bamboo and coconut powder: 100% natural, adsorbing and volumising properties. Distribute the powder to the roots of the hair, where you wish to obtain a volumising effect. Apply to the lengths and ends to give texture. YOUR HAIR ASSISTANT VOLUME CREATOR BRUSH "I wanted a tool that could deliver this very light powder in the right quantity, which is why we drew inspiration from cosmetic powder brushes... brush and powder work in synergy to make application by the hairdresser as easy as can be" Angelo Seminara It is the brush designed for the best application of Volume Creator. The receptacle integrated in the brush can be refilled limitless times with the texturising powder, which is dispensed through the bristles, enabling precise and controlled application. DUO PACK: VOLUME CREATOR AND BRUSH 45.10

YOUR HAIR ASSISTANT DEFINITION MIST 200ml 20.30 When you create a hairstyle not all the hair stays in place, especially when it's short or of varying lengths.

4 YOUR HAIR ASSISTANT DEFINITION MIST 200ml When you create a hairstyle not all the hair stays in place, especially when it's short or of varying lengths. If we use a hairspray to set the hair we risk weighing it down too much... this product combines hold and naturalness while remaining invisible. This was the product with the most difficult development, precisely because I was seeking this balance: I did not stop searching for it until we achieved it." Angelo Seminara A finishing spray that separates the strands to give the "day after look" effect. It has an anti-frizz effect, gives hair a velvety texture, leaves it light, and eliminates the electrostatic effect. Also ideal for setting and enhancing the volume created with Volume Creator. The formula is free of parabens. Mixture of shining ingredients: it gives natural shine to the hair, without weighing it down. Apply to dry hair all over or on individual strands, to give them better definition. YOUR HAIR ASSISTANT PERFECTING HAIRSPRAY 300ml "I am really happy about this hairspray: its secret is lightness and workability. Many hairsprays have a direct diffusion and when sprayed on they can be heavy and ruin the style you are creating. The diffusion of this product is very delicate: this is its strength" Angelo Seminara Hair spray with medium hold characterised by an ultra fine, almost impalpable atomisation. It gives structure to the hair, leaves no residue and makes it possible to style the hair even after application. Easy to remove, it does not weigh the hair down or create build up. Provides a long hold finish without compromising the natural movement of the hair. Three-dimensional resin: gives structure to the hair and makes it possible to style it even after spraying. Spray from 30cm from the hair, all over or on individual strands.

YOUR HAIR ASSISTANT The inspiration Angelo Seminara has translated the concept of this range into artistic suggestions meant

They evoke freshness and freedom, as if born in weightlessness.

timeless. Grace & Sleek Parallel lines move in a regular sequence, like soft silk curtains blowing in the wind.

Grace & Vibes Irregular yet splendidly harmonious waves, as the natural ones that break on the shore.

5 YOUR HAIR ASSISTANT The inspiration Angelo Seminara has translated the concept of this range into artistic suggestions meant to inspire infinite creative possibilities through the use of Your Hair Assistant. They evoke freshness and freedom, as if born in weightlessness. They are images that defy classification, casual, elegant and the same time modern; the beauty they portray is ethereal and timeless. Grace & Sleek Parallel lines move in a regular sequence, like soft silk curtains blowing in the wind. Definition and structure are the key words of this look. Grace & Vibes Irregular yet splendidly harmonious waves, as the natural ones that break on the shore. A full look, rich in reflections, artfully undone as if by a sea breeze. Grace & Twist Contemporary lady at the court ball, the updo is classic in shape but avant-garde in its texture. Naturally elegant. Grace & Full Volume is revisited and becomes glamour, simple yet powerful. A young and sophisticated charm that evokes confidence and freedom.

6 DAVINES AND ANGELO SEMINARA A leading figure in the world of hairstyling, Angelo Seminara has been an integral part of Davines since the beginning of A partnership that has been going from strength to strength through the years thanks to the union of purpose, a common vision and the projects undertaken together. The role of Artistic Director has seen him involved on the stage at international events such as World Wide Hair Tour and Hair on Stage, and in the development of the Davines Collections; a crescendo of artistic creations that continue to inspire hairstylists around the world. His aim: enhancing the feminine figure without flaunting its beauty, but rather allowing its naturalness and elegance to reveal themselves. Seminara continually nourishes his own creativity through a main source of inspiration: nature. Lover of challenges, projects in his creations the power of imagination that guides him, working with different texture and finish, in shaping the hair as the most valuable fabric. His artistry is translated into sophisticated and elegant creations, whose evocative power transcends the boundaries of current trends. Among the most important names in international hairstyling, Angelo Seminara is particularly admired by professionals in the sector. His creative drive and his pioneering vision have won him three times the prestigious award British Hairdresser of the Year in 2007, 2010 and His insight and pioneering vision are evident even in projects that saw him involved over the years, helping to define himself as a "visual artist" in the panorama international hairstyling. His professionalism has led him to create real installations that are halfway between hairstyling and work of art. Such as Chloe Attitudes, a celebration of the famous Maison at the Palais de Tokyo, in Paris, or Britannica, a homage to the Queen's style that has been exhibited in the luxury department stores Selfridges in London, or Appearances Can be Deceiving: The Dresses of Frida Kahlo, inspired by the famous Mexican artist. He has also collaborated with the photographer Cunyet Akeroglu for the fashion magazine Antidote Magazine The Romance Issue, which rather than a book is a collector's item. Seminara works closely with the major newspapers around the world, including numerous international editions of Vogue, Vanity Fair UK, Harper's Bazaar UK, Muse, Mixte, Dazed and Confused, Another Man, Numéro Japan. For salon stockists visit For further information please contact Rowley Weeks or Erica Quaglia Chalk PR T: rowley@chalkpr.co.uk; erica@chalkpr.co.uk

OI I BELIEVE IN THE TRUTH OF THE INEXPLICABLE, IN THE COMMON SENSE OF STONES, IN THE LUNACY OF FLOWERS. based on What I Believe by J.

OI I BELIEVE IN THE TRUTH OF THE INEXPLICABLE, IN THE COMMON SENSE OF STONES, IN THE LUNACY OF FLOWERS. based on What I Believe by J. Ballard OI is the line of products developed in Davines research laboratories