A NEW COLOUR LINE EXTENSION PURE COLOURS
September 2013
PROJECT DESCRIPTION
A New Colour Pure Colours are 6 ammonia free permanent intense colors;
red, yellow, green, blue, violet, orange
Just like the other A New Colour shades, they are odor free and without added fragrance.
Pure Colours are easy to mix with A New Colour Cream Base and the new A New Colour
Activator 5 vol.
The inspiration for this new color family comes from Davines Artistic Director, Angelo
Seminara’s visionary approach to color.
Angelo’s vision has helped us achieve a creative yet commercial use of these intense colors,
with the help of Davines’ unique color service Flamboyage Meche.
The shades also meet trends seen on fashion catwalks, celebrities and market trendsetters
who are wearing unique and intense hair colors as an expression of personal style.
LINE CONCEPT
A New Colour Pure Colours must be used on bleached hair, and can only be mixed with
A New Colour Cream Base and A New Colour Activator 5 vol.
The Pure Colours can be used to achieve intense color results as well as softer pastel colors
if diluted.
With the new addition, A New Colour becomes an even more flexible and creative permanent
ammonia free color system!
RANGE DESCRIPTION
6 intense Pure Colours: red, yellow, green, blue, violet, orange
red
blue
yellow
green
orange
violet
KEY FEATURES AND BENEFITS
FEATURES
BENEFITS
Odorless, pleasant and comfortable application
Ammonia free
Smooth, hydrated and healthy hair
Delicate formulas
Anti-free radicals properties leaves hair bright & shiny
Natural antioxidants
Color results ranging from intense to pastel tones
Flexible color results achieved by simple changes in
dilution of the formulas
HOW TO USE
Standard Use for Intense Tones:
Mixing Ratio
Standard application
Processing Time
1 part Pure Colour +
1 part Cream Base +
2 parts Activator 5 vol
30g Pure Colour +
30g Cream Base +
60g Activator 5 vol
35 minutes
Can be diluted in order to obtain more delicate pastel tones.
Processing time :35 minutes.
1 + 1+ 2
30g Pure Colour + 30g Cream Base + 60g Activator 5vol
0,1 + 1+ 2
3g Pure Colour + 30g Cream Base + 60g Activator 5vol
0,5 + 1+ 2
15g Pure Colour + 30g Cream Base + 60g Activator 5vol
A NEW COLOUR PURE COLOURS
61080
61081
61082
61083
61085
61086
A
A
A
A
A
A
NEW
NEW
NEW
NEW
NEW
NEW
COLOUR
COLOUR
COLOUR
COLOUR
COLOUR
COLOUR
RED
YELLOW
BLUE
GREEN
VIOLET
ORANGE
60ML
60ML
60ML
60ML
60ML
60ML
DESCRIPTION
Six permanent colors ; ammonia free and odor free, without added fragrance.
Easy to mix to a creamy formulation with the A New Colour Cream Base and Activator 5 vol.
PROPERTIES
Must be used on bleached hair. Can give intense color results if used pure (standard intense use 1+1+2 >
30gr Pure Colour + 30g Cream Base + 60g Activator 5vol) as well as pastel colors if used diluted
(for example: 0,5+1+2  15gr Pure Colour + 30g Cream Base + 60g of Activator 5vol or
0,1+1+2 30gr Pure Colour + 3g Cream Base + 60g Activator 5vol)
ACTIVE INGREDIENTS
Carotenoids: natural pigments extracted from carrots. Very common in the plant and animal world.
Has strong antioxidant action and, in combination with the vitamin C present in the Cream Base, creates
a mixture with strong anti-radical characteristics.
Melanin: pigment extracted from the date palm with strong antioxidant and anti free radical action. Acts
in synergy with the carotenoids in the color cream and the vitamin C in the Cream Base.
Maize starch: natural active ingredient used for its anti-static properties and viscosity enhancers.
Monoethanolamina (MEA): alkalinizing agent that opens the cuticle scales of the hair, allowing the color
pigments to penetrate.
MEA is a liquid substance present in nature with a biological function.
MEA is non-volatile, which is why it is not characterized by a particular smell.
INSTRUCTIONS FOR USE
Mixing Ratio
Standard application
Processing Time
1 part Pure Colour +
1 part Cream Base +
2 parts Activator 5 vol
30g Pure Colour +
30g Cream Base +
60g Activator 5 vol
35 minutes
Must always be mixed with A New Colour Cream Base and
A New Colour Activator 5 vol.
*The processing time is only indicative and must be extended in case of
thick hair or hair that is difficult to treat – please monitor processing
results individually.
RESULT
The color will be uniform and brilliant.
A NEW COLOUR ACTIVATOR 5 VOL
61084
A NEW COLOUR ACTIVATOR 5VOL.
900ML
DESCRIPTION
Hydrogen peroxide 5 vol (1.5% concentration) in a creamy emulsion.
Must always be mixed with A New Colour Pure Colours and A New Colour Cream Base.
PROPERTIES
The creamy formula creates an even mixture that can easily be applied to the hair.
ACTIVE INGREDIENTS
Vitamin C: has excellent antioxidant properties.
Works in synergy with the Carotenoids and Melanin in the color cream and with the Vitamin C in the
cream base to create a mixture with outstanding anti-free radical properties.
INSTRUCTIONS FOR USE
Mixing Ratio
Standard application
Processing Time
1 part Pure Colour +
1 part Cream Base +
2 parts Activator 5 vol
30g Pure Colour +
30g Cream Base +
60g Activator 5 vol
35 minutes
Can give intense color results if used pure (standard intense use 1+1+2 >
30gr Pure Colour + 30g Cream Base + 60g Activator 5vol) as well as pastel
colors if used diluted (for example: 0,5+1+2 15gr Pure Colour + 30g
Cream Base + 60g of Activator 5vol or
0,1+1+2  30gr Pure Colour + 3g Cream Base + 60g Activator 5vol)
The Activator 5vol must always be used on bleached hair, mixed with
Pure Colours and A New Colour Cream Base.
*The processing time is only indicative and must be extended in case of
thick hair or hair that is difficult to treat – please monitor processing
results individually.
RESULT
The color will be uniform and brilliant .
SALES MATERIALS & COMMUNICATION
• Pure Colour Page Insert A2480
for A New Colour Lux Swatch Book
Salon Price: $14.60
• Pure Colour Disc Insert A2481
for A New Colour Basic Swatch Book
Salon Price: $7.60
•
A New Colour Technical Dossier Update A2484
Salon Price: $3.90
SIZE & UNITS PER MASTERCARTON
A New Colour Pure Colours
 60ml = 2.02 fl.oz
 Sales unit: 3 tubes
 Master Carton: 24 x 3 = 72 tubes
A New Colour Activator 5vol
 900ml = 30.43 fl.oz
 Sales unit: 1 bottle
 Master Carton: 6 bottles
SUGGESTED PRICE POSITIONING
Pure Colours
Salon Price: $9.95
A New Colour Activator 5 vol
Salon Price: $8.95
AVAILABILITY DATE
September 2013