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.
What the training had to deliver
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.”
Standing in front of a salon owner is a different thing from sitting in a training room, and nothing on paper can tell a salesperson how that conversation will feel. So Davines kept the workshops and added Attensi alongside them – something the team could take on the road to stay sharp on Beautiful Things, and to say the pitch out loud before it counted.
“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 that starts with the products. Short, gamified questions cover what each one does and the purpose behind the brand, before it moves into the salon, where a simulated owner asks what sets Davines apart and the salesperson has to make the case.
Five minutes between appointments is enough for one module, and 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
Why they kept coming back
Davines’ sales team was already competitive, and the game mechanics gave them somewhere to put it. Points and leaderboards turned revision into a contest, with salespeople logging back in to beat their own score or a colleague’s.
Nobody had to chase them, and that is the part Mark Weston, Global Head of Sales Capabilities, points to: people use it on their own terms, in their own time. The most engaged salesperson has gone back more than 700 times, and that kind of repetition is what turns knowing a range into talking about it fluently.
The results
More playtime, stronger sales growth
“My whole team have said it did help them learn.”
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’ salespeople walk into a salon having already had the conversation once, in training. The same is possible for your team.