See how Davines, the sustainable hair care brand, executed a marketing strategy leveraging email!

Cosmoprof Bologna is the biggest cosmetics and makeup trade show in Europe, and this year, I had the pleasure of attending. As an email strategist, I was excited to see how brands leveraged email marketing to engage with their audiences. To my surprise, only a few brands were doing a fantastic job, and Davines was one of them.

Davines is a sustainable hair care brand committed to sustainability and education. They use eco-friendly packaging and natural ingredients, and they offer a wide range of products designed for different hair types. In addition, they provide educational resources on their website and partner with organizations to support social and environmental causes.

The Strategy

At the trade show, Davines was offering attendees a sample of their shampoo, and all they had to do was scan a QR code and provide their email addresses. The follow-up email with a code for the sample was executed flawlessly, and I was blown away by their marketing department’s skill.

Working with QR codes is not unusual for me, as I have used this strategy with my clients! I even have a blog post and a YouTube video on this topic- so you can learn how to reach your customers with relevant messaging – whether it’s new products, sales, or more, sequentially creating more opportunities for you to sell.

My Thoughts

Davines’ execution of this strategy was flawless!

The email was beautifully designed, with eye-catching visuals and a clear call to action. The messaging was on point, emphasizing the brand’s commitment to sustainability and education. Davines also used the opportunity to showcase its other products and offer a discount code for attendees to use on their website.

Their QR code seamlessly integrates with their email marketing strategy, providing attendees a convenient and memorable experience. This shows that even tried-and-true marketing tactics can be enhanced with the right execution and attention to detail. By offering a sample in exchange for an email address, Davines built its email list while providing attendees with a tangible experience of its products. The follow-up email was personalized and provided additional value beyond the sample code.

Overall, Davines nailed its email marketing strategy at Cosmoprof Bologna. They leveraged the opportunity to build their email list, showcase their products, and emphasize their commitment to sustainability and education. My dream is to see more brands follow in their footsteps and use email marketing to engage with their audiences meaningfully.


In conclusion, if you want to enhance your email marketing strategy, take a page from Davines’ book. Consider how you can offer value to your audience, personalize your messaging, and seamlessly integrate your strategy with other marketing channels. By doing so, you’ll be on your way to email marketing success.

Need help setting up a QR code strategy with your Klaviyo List? Watch how KDP utilized QR Codes for one of our clients here:


If you want to learn more, I can help! Schedule a FREE strategy session with me and learn how to double your sales!

Kinga Dow

Published March 27, 2023

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