Davines launches I Sustain Beauty global campaign
Sustainable haircare brand, Davines, has launched its worldwide campaign, I Sustain Beauty, and is encouraging its global network of salons to profile their individual beauty projects on Isustainbeauty.com.
The launch of the campaign encourages stylists to come up with a project to help make the world more beautiful, in keeping with the brand’s belief that beauty coexists with sustainability. Stylists can showcase the results of their work by uploading a video or picture to the dedicated website. Participants can choose from three categories: Artistic Beauty, Social Beauty and Environmental Beauty.
To kickstart the campaign, Davines undertook a prestigious restoration project in collaboration with the non-profit Venetian Heritage Foundation, committing to restore three benches from Venice’s Pallazo Contarini San Beneto that date back to 1748 and have been heavily damaged by bad weather and seawater floods. Once restored, they will be showcased in the city’s Ca’Rezzonico Museums.
Chairman, Davide Bollati, commented: “Sustainable Beauty for Davines is not only environment, but it is care for the details. Davines has explored the world of beauty from many different angles and today we are ready to take a qualitative step forward asking hairdressers to take part; to become protagonists and activists of the concept of Davines Sustainable Beauty. Beauty is subjective and cultural and we look forward to receiving contributions with images and videos to celebrate the I Sustain Beauty campaign to help make our world more beautiful.”
Davines has also highlighted three key Beauty Sustainers from the fields of art, architecture and gardening to help increase awareness of their art and showcase how beauty can be sustained by improving the world we live in. The three include Toto Bergamo Rossi, director of the Venetian Heritage Foundation, Matteo Thun, a Milanese architect, and Gundula Deutschlander, who manages the Babylonstoren Gardens in suburbs of Cape Town.