In recent years, sustainability has carved out a central role in brand positioning and storytelling, especially in the world of cosmetics. Among the major international companies, one Italian brand stands out that, since its early days, has helped shape this narrative: Davines.  

Founded in 1983 in Parma by the Bollati family, Davines began as a professional salon brand, offering high-quality hair products at fair prices, and over time has built a strong identity around the concept of “Sustainable Beauty”, a philosophy that guided the brand for more than twenty years.

A few days ago, the company decided to shift its narrative from what it does to why it does it. As a result, “Sustainable Beauty” has evolved into “For a Good Life”.

To visually translate this idea, Davines created a campaign composed of a series of short 3D animated films that move drastically away from the traditional language of beauty campaigns and present what can easily be described as delicate visual poems.
At the center of the campaign are the “Spirits for a Good Life”, enigmatic figures performing small yet meaningful gestures. They don’t speak, they don’t explain, they don’t narrate: they simply act.

The result is a series of symbolic micro-narratives: we see a spirit stitching together an arid land as if it were a blanket, a character kneading and sharing bread, words printed on fabrics being hung out to dry until only the essential ones remain, or tears collected in a basin that turn into luminous clouds, later placed in a stroller as a promise of a better future. 

Don’t try to find a linear storyline: the short videos can be watched in any order, opening up to different interpretations.

As mentioned, from a visual standpoint the campaign adopts a language that is far removed from traditional cosmetic communication. The animations use soft shapes, pastel colors and minimal environments, creating an aesthetic that blends illustration and animation while also recalling the distinctive style of stop-motion. The rhythm of the videos also aligns with their visual language and the message they convey, amplifying their contemplative tone.

The campaign is not meant to sell a product, but rather a philosophy of life to embrace and adopt in order to build a better life. For a Good Life.