Turning brand values into sales confidence
Davines had a new haircare range, Beautiful Things, and a sales team that would spend its days driving from salon to salon to sell it. Classroom training couldn’t follow them there, so Davines put the practice on their phones.
100%+increase in sales with 30+ minutes of playtime
99%learner satisfaction
77%of the remaining competence gap closed
“Attensi is a living learning experience that turns knowledge into behavior, and behavior into purposeful impact.”
About Davines
Davines’ mission: to be the best for the world
In 1983, the Bollati family started Davines in Parma with a conviction that beauty and responsibility belong together. More than four decades later, every product is still designed, formulated, and produced in the company’s own laboratories in Parma, and sustainability shapes how the whole business is run.
That conviction is easy to print on a bottle. Carrying it into a salon is harder. A Davines salesperson walks in with a product range, and alongside it a position on climate, ethics, and how a business should behave. Anyone who can only explain one of the two gives the salon owner half the story.
Practice that fits a field sales role
For training to earn a place in a day on the road, it had to deliver four things:
In-depth product knowledge
In-depth knowledge of the new range before the sales team took it to market
Practice before it counts
A safe place to rehearse difficult or high-value conversations before having them for real
Built for life on the road
Short sessions on mobile, even offline, that fit around a field sales role
Confidence through repetition
Lasting confidence built through repetition, long after the workshop ended
The challenge
What happens after the workshop?
“In the past, training meant going into a classroom and listening to someone talk. It was quite passive. We wanted something more engaging for our salespeople, and that’s when we came across Attensi.”
In practice, what people learn in a training room fades by the time they are standing in front of a salon owner, and no manual can tell anyone how that conversation will feel. So Davines kept the workshops and added Attensi on top: something its salespeople could take with them afterwards, to keep the range fresh on the road and to have said the pitch out loud before it mattered.
“You can sit in the car, in between your salon visits, and practice the conversation before you go in, in a safe environment.”
The solution
Practice between salon visits
Davines and Attensi built a training journey around Beautiful Things that lives on the sales team’s phones and works offline, so it goes wherever the car goes.
It starts with the product. Short, gamified questions take salespeople through the range, what each product does, and the purpose behind the brand. Then it moves into the salon, where a simulated owner asks what sets Davines apart and they have to make the case.
Five minutes between appointments is enough for one module. Half an hour is enough for several. A wrong answer costs nothing, so people go back until they get it right.
“There’s no pressure. There’s no one looking over your shoulder. If you get it wrong, you can go back and do it again. And actually, it’s better if you do it wrong, because the more you go back and do it again, every time you get more questions right.”
Gamification
The gamification of Davines’ training
Davines’ sales team was already competitive, and the game mechanics gave them something to compete over. Points and leaderboards turned revision into a contest, with salespeople coming back between salon visits to beat their own score or a colleague’s.
Nobody had to chase them. The most engaged user has played more than 700 times, and that kind of voluntary repetition is what turns knowing a range into talking about it fluently.
For Mark Weston, Global Head of Sales Capabilities, that is the big difference: people can use it on their own terms, in their own time.
The results
More playtime, stronger sales growth
“My whole team have said it did help them learn.”
For a company whose people are the voice of its brand, that was the goal from the start. By the time Davines' sales teams walk into a salon, they've already practiced the conversation.
Recognition
Recognized by the retail industry
The industry has taken notice. Davines and Attensi are shortlisted for Technology Implementation of the Year (Rest of World) at the 2026 RTIH Innovation Awards, a category for projects with clear objectives, innovative delivery, and measurable results. Winners will be announced in London on November 4.
See what gamified training could do for your sales teams
Davines turned brand values into sales confidence. See what that could look like for your team.