Davines elevates holiday display advertising with interactive, high-engagement formats

For the holiday season, Davines sought to break through the noise of one of the most crowded advertising periods in beauty. Instead of relying on traditional static display, the brand, together with Navla and Aryel, embraced an interactive approach designed to feel closer to a digital editorial than an ad unit. The idea was to transform browsing into exploration, letting users immerse themselves in curated stories around Davines’ festive gift sets and the iconic OI line.

Aryel’s “globe” format became the foundation for this shift: a dynamic multi-grid canvas where visuals, micro-animations, and text worked together to create a refined and sensorial experience perfectly aligned with the brand’s aesthetic. The result was a campaign that didn’t just perform well, it redefined how Davines could use display to express its identity.

Davines wanted its holiday communication to do more than present products; the ambition was to convey the craftsmanship, elegance, and ritualistic dimension that define the brand. The target audience, women aged 25–45, is digitally savvy and visually demanding, which made it essential to create an experience capable of capturing attention through beauty, movement, and storytelling.

The festive period added an extra layer of urgency and opportunity. Davines expected high competition for attention, but also knew that users were actively seeking inspiration for seasonal gifting. The objective became clear: ensure that every digital touchpoint felt rich, engaging, and unmistakably premium.

Aryel collaborated with Navla to build an interactive environment that could elevate Davines’ holiday narrative. Instead of presenting products in a linear, static way, the “globe” format offered a more fluid and intuitive mode of discovery. Users could navigate freely between grids, each one revealing a new layer of imagery, motion, or storytelling.

Three creative executions shaped the activation: two focused on the holiday sets, celebrating them as thoughtful, elevated gifts; and one dedicated entirely to the OI line, designed with a more intimate and ritual-driven tone. Every visual element was adapted across multiple display placements to ensure consistency throughout the journey, whether users encountered the campaign on a homepage takeover or a smaller placement within the network.

Performance quickly confirmed the strength of the approach. Engagement reached 22%, a remarkable figure for the beauty sector and a demonstration of how users responded to content they could explore rather than simply view. Average view times surpassed eight seconds, and the CTR approached 0.7%, all results that clearly exceeded industry benchmarks and validated the creative and technological direction of the campaign.

The beauty sector thrives on experience. Texture, ritual, fragrance, and sensoriality are central to product appeal, yet digital advertising often relies on static formats that struggle to communicate these dimensions. Interactivity fills this gap by giving users a more active role, recreating a sense of discovery that echoes the in-store experience.

For Davines, this meant being able to express its refined visual language in a more dimensional way. Instead of a single image trying to say everything, the brand could unfold its narrative across multiple, interconnected surfaces. Users spent more time with the brand, engaged more deeply with the products, and ultimately saw the holiday collection not just as an offering, but as a story worth exploring.

The campaign demonstrated that when technology and creative vision align, display becomes far more than a placement. It becomes a moment of connection, one that captures attention, enriches perception, and drives measurable results.