SECTOR:
BRANDING & EVENTS
CLIENT:
DAVINES
YEAR:
2023 - 2025
ROLE:
Marketing Director
Events & Experiences
About.
I led three key events for Davines Peru between 2023 and 2025: the brand's relaunch in the country after two years without official distribution, and two portfolio activations for the professional business's most strategic lines. Each event varied in format, scale, and objective, yet all maintained the same premium brand standard and consistent, replicable execution.
The result: A consolidated Davines event format that seamlessly combines stage production, technical presentation, commercial activation, and content creation into a single experience.
The Three Events
Discovery Event - Brand Relaunch:
An event tailored for a large portfolio of salons and stylists, designed to introduce the new distributor to the professional market with the premium format that Davines demands globally.
Davines Business Meeting - Line Launch:
A more intimate, strategic format: 50 professional clients, with an absolute focus on the new scalp treatment line.
VIEW & Century of Light - Line Launches:
Joint presentation workshops for the coloring and bleaching lines, held at the Davines Hair Lab, the brand's technical center in Peru.
I directed the production: art direction, design and production of graphic collateral, vendor and catering management, event narrative and hosting, coordination of partner models for live demonstrations, dual-path invitations with a dedicated landing page, and recording and editing of the wrap-up videos.
The Scalable Model.
These three events share a core DNA that we continuously refined with each edition. This Davines professional event format is highly scalable to suit any objective, while consistently maintaining the brand's premium standard.
The defining elements of a Davines event:
Dual-format invitation: Every event features a physical invitation hand-delivered to partner salons, paired with a digital invitation containing a landing page, QR code for registration, and a countdown timer. Attendee data is systematically captured prior to the event for logistics and forecasting.
Product showcasing with natural ingredients: Each event features a curated display where attendees can see, smell, and experience the products alongside their active natural ingredients. This is not a standard showroom; it is a sensory narrative of the sustainable beauty that Davines represents.
Localized presentations: The international Davines template is tailored for the Peruvian market, featuring interactive dynamics, regionalized content, and a flow designed for the local audience rather than a literal copy of the global deck.
Curated gift kits: Every attendee receives a brand kit with travel-sized products, merchandise, and professional tools designed to strengthen the brand connection long after the event concludes.
Integrated audiovisual production: Each event is fully documented with professional direction, in-house footage capture, and post-production. The resulting material serves as amplification assets for social media and key commercial tools for future lead generation.
Impact.
Commercial Impact
74% post-attendance conversion rate at the Discovery Event: Out of 38 attending salons, 28 finalized their purchase and added Davines to their portfolio, receiving the brand's official intro-kit.
66% post-attendance conversion rate at the Davines Business Meeting: Out of 44 attending salons, 29 incorporated the Natural Tech Scalp line into their treatment menu.
63% post-attendance conversion rate at the VIEW & Century of Light workshops: Out of 48 salons attending the Davines Hair Lab, 30 added the coloring and bleaching lines to their professional portfolio.
Brand and Content
Produced and edited three recap videos as commercial assets, subsequently leveraged in lead generation strategies on Meta Ads and as recruitment material for the Doctora Davines B2B bot.
Established the Davines event format as a replicable system, adaptable to different scales and objectives while maintaining high brand standards.
