The I Sustain Beauty campaign, whose second edition just ended, is born from the belief in a synergistic harmony between Beauty and Sustainability, a principle which has always held a primary role at Davines.
Launched for the first time in 2014, I Sustain Beauty is Davines’ call to its international community and its objective is to generate projects in the social arena, the arts and the environment with the goal to make the world a more beautiful place through small and bigger acts of positive impact on society.
The first edition counted 56 projects from 21 counties, and this second edition ended doubling that number with 114 projects from 22 countries: Poland, United States, New Zealand, Italy…this year also Comfort Zone Italy participated in the project with his contribution. All projects can be seen on the website www.isustainbeauty.com
Each project, illustrated on the website using images, videos and a short description of the initiative, confirmed that it is possible to create beauty, protect and promote it through the willpower and dedication of those who believe in this value and support it even outside their own profession. Among these, there are projects carried out by beauty professionals who not only bring to the fore their own ability, but act in a concrete way with enormous potential to generate a virtuous circle of word of mouth and positive influence outside our own sector.
This was the case of the two cowinners selected in this second edition who were awarded 10.000 Euro in materials and tools consistent with the project presented: Monday at Racine, a United States’ project from Racine salon, that has always been on the front line in supporting cancer patient and providing assistance through cosmetic and aesthetic therapies, and Fiumi D’acqua Viva Onlus, a nonprofit organization founded by the Italian company Ewa Beauty Spa, from Lamezia Terme, that is helping young people to resolve issues related to integration, bullying and anorexia, through a youth club created inside the spa’s garden!
These two projects have also deserved their special mention awards: Redverdece, a Mexican project from Juan Corte Belleza Sustentable salon, for their research of an innovative environmental technique which uses cut hair to grow green areas and The Well Being Salon, a United States’ project that built a salon inside one of the Ronald McDonald’s houses, which for years have been involved in providing accommodation for sick children who have to spend long time in the hospital away from their own homes.
At the tail end of this second edition, we want to acknowledge Davines’ commitment in supporting Intercoiffure Mondial’s training program Education for Life. The foundation of this partnership rests in the strong closeness derived from common objectives that Davines’ campaign I Sustain Beauty shares with the Education for Life program.
Intercoiffure Mondial, an international organisation that gathers the best professionals in the industry, is committed to supporting needy people from various countries in the world through various training projects. President Klaus Peter Ochs started the social project Education for Life with the goal to open free training schools for hairstylists in the most disadvantaged areas of the planet, and he said: “We feel that it is our duty to support young people and give them better prospects. The most important thing we can give them is a quality education.” In the same perspective, the Peruvian project “Without Border”, winner of I Sustain Beauty first edition, focuses in supporting women with financial difficulties in the outskirts of Lima, through hairdresser training courses.
Can beauty save the world? It can certainly make it a better place if we continue in our support it.