The Care Experience

Davines is an Italian cosmetics group recognized for a vision that seamlessly integrates scientific research, brand culture, and a profound commitment to sustainability. When REMIDA was engaged, this foundational identity framework was already strong and distinctive. The group's events unit represents a central strategic touchpoint for professional network alignment and, more broadly, a core driver within the brand’s commercial activation model.

FRAMING THE CHALLENGE.
For Davines, events serve as a structural trade marketing asset: the precise space where the brand consolidates systemic engagement and strengthens its relationship with hairdressers, who operate as true brand ambassadors on the field. In this context, the department's manifesto required a strategic re-architecture to articulate the premium value proposition of the offering and align it with the group’s overarching corporate stature.

SETTING THE DIRECTION.
The project was executed across three interconnected analytical layers. First, REMIDA conducted an extended assessment of the group’s communication ecosystem to map operational friction points and structural linguistic opportunities. Second, REMIDA audited the business model underlying the events unit, reconstructing its strategic mechanics, commercial functions, and operational impact on the professional distribution network. On this basis, it became clear that the mandate transcended a mere copywriting exercise; it required the codification of a proprietary language capable of institutionalizing the function, market positioning, and corporate value of the event experience within the Davines universe.

DOING THE WORK.
REMIDA formulated the new manifesto by conducting an exhaustive semantic exploration across multiple structural and tonal vectors, ranging from a dedicated taxonomy framework to high-end relational and institutional registers. Benchmarking these strategic routes allowed REMIDA to identify the optimal semantic matrix to govern project complexity, delivering an authoritative text that unifies strategic precision, strict brand orthodoxy, and commercial activation momentum.

IMPACT.
The intervention successfully realigned a critical trade marketing asset. During a period of sustained growth for the group, which scaled from €230M to €295M between 2022 and 2024, the events division significantly advanced its strategic impact, as demonstrated by the World Wide Hair Tour 2024 that successfully mobilized over 2,400 key stakeholders from 53 countries.