Davines launches in the UAE with exclusive event
On October 24th from 10.30am until 2pm, EIDEAL hosted an event at their fabulous headquarters on Sheikh Zayed Road. Dubbed the Davines Discovery event, the event’s aim was to introduce a number of VIP salon partners and selected media to their latest acquisition, Davines. The guests could also meet the Davines team, find out more about the brand’s USPs and discover its fabulous range of treatments and products.
Following an introduction from Haysam Eid, the MD founder of EIDEAL, the international Davines team, namely Andreea Ion the brand’s Business Development Manager and Davines international trainer Tatiana Shumilova presented to the guests.
First up to present was Andreea, who explained that thanks to the manifesto of sustainable beauty, Davines has experienced strong growth in 23 countries, even during the economic crisis. Aiming to keep eco sensibilities at the heart of the brand, there was a number of initiatives that the brand had kick-started, including:
- The use of 100% alternative energy since 1996
- Participating in LifeGate, a programme which is involved in the compensation of CO2 emissions and plants trees in Costa Rica and Italy on behalf of the Davines’ brand
Most impressively, however, was the unveiling of the Davines’ village. Envisaged by renowned architect, Matteo Thun, the village is situated next to the Milan-Parma highway and will be fully functional in May 2018.
Next she explained that the brand created two collections per annum, masterminded by artistic director Angelo Seminara, who has won Best Hairdresser of the Year a staggering five times. She also detailed the different types of events that the brand hosts. These include hair on stage, which is a one-day event held several times each year and then once every two years, there is a worldwide hairtour, a two-day event, the next of which is slated for May 2018 in Parma.
After a brief recess, Tatiana took to the floor, and assisted by a range of previously-prepped models, she explained the different professional colour ranges available to use in salons. This includes mask with vibrachrom, which yields an unbelievable shine and is responsible for 50% of all salon business. She also debuted flamboyage – a ground-breaking technique created by Seminara that is the next-generation answer to balayage and which she described as a “new gesture for your salon.”
After the end of the runway show, Joanna Eid, marketing manager for EIDEAL ran through the different haircare categories, which account for 30% of all salon business and the audience was invited to sample a product from the OI line, one of Joanna’s personal favourites.
To finish, Davines Brand Executive, Lara Moody, outlined the various offerings in the nine families that comprise Natural Tech range.
Once all the presentations were concluded, guests were invited to speak to the Davines’ team, examine the models’ hair and enjoy the outstanding catered-for lunch that EIDEAL had put on, before leaving with a gift bag, filled with information on the brand and some much-coveted Davines’ products. This was one event that no true hair aficionado should have missed!
“We were delighted with the reception that the event received. We were proud to add the brand to our range of offerings and believe that it will be a great – and much-needed - addition to the market,” said Haysam Eid, Manging Director of EIDEAL, immediately after the event. “With a main focus on sustainability, Davines is a brand that an enlightened and aware consumer loves! Salons are now also becoming more and more planet friendly and taking conscious decisions of switching to sustainable products that at the same satisfy their clients’ needs and allow them to deliver great results.”
About Davines
The brainchild of the Bollati family, Davines is an innovative haircare brand driven by a desire for sustainability without compromising on the highest level of performance.
Since its conception in Italy in 1983, the brand has taken the world by storm, with a distribution list that boasts 95 countries and an impressive who’s who of the great fashion capitals including London, Paris, New York.
With an acclaimed Creative Director in the guise of Angelo Seminara, a regular editorial and Fashion Season favourite and thousands of passionate hair stylists who use the brand on a daily basis acting as informal ambassadors, the Davines’ reputation is growing fiercely - and now thanks to pioneering hair and beauty distributor EIDEAL, the brand is now available in the UAE.
The Davines mission is simple: to inspire and improve the work life quality of worldwide beauty professionals through concepts, products and services that will allow them to offer unique experiences to their clients. Thanks to its range of illustrious products which regularly appear on the pages of fashion and beauty bibles worldwide, the brand is fulfilling its aim. As well as offering professional products such as colouring treatments, the brand also offers a wide array of haircare products for all hair types.
For more information call Eideal: +971 4 259 4665
