Interview with Amanda Griffiths, Vice President at Davines

We caught up with Amanda Griffiths, Vice President of Ecommerce and Digital Marketing at Davines. Learn about how she rises to the daily challenge of building teams, fostering customer loyalty and overall challenge working at lifestyle beauty brand.

As a leader, how do you inspire your team during lean times when resources are limited?

During challenging times, I focus on clarity, purpose, and resourcefulness. Aligning the team around a shared vision is key—helping them see how their contributions make a real impact, even when resources are limited. We maximize the tools and talent we already have, prioritize effectively, and foster a culture of creative problem-solving to overcome obstacles. Most importantly, I ensure my team feels heard, valued, and supported, recognizing that motivation thrives on appreciation. I make it a point to celebrate wins—big or small—to keep morale high and reinforce our resilience as a team.

How did the pandemic change the beauty retail landscape?

The pandemic profoundly reshaped the beauty retail landscape, accelerating shifts that were already underway. It reinforced the importance of community, connection, and trust—both between brands and consumers and within the professional beauty industry. Consumers increasingly sought purpose-driven brands that aligned with their values, prioritizing authenticity, transparency, and sustainability more than ever.

For Davines, this period underscored the deep, irreplaceable connection between brands, salons, and stylists, highlighting just how essential their expertise and craft are to the beauty experience. As consumers became more intentional with their purchases, they placed greater value on professional expertise and personalized service, reinforcing the critical role of salons

as key touchpoints in their beauty journey.

This shift has only deepened our commitment to supporting the professional beauty community while continuing to champion sustainability, high-performance products, and meaningful brand engagement.

How do you build customer retention and loyalty?

We build customer retention and loyalty by developing full-funnel strategies that analyze demographics, purchase behaviors, and affinities, ensuring we engage customers at the right moments in their journey.

Beyond traditional loyalty tactics, we lean into our mission and value proposition, creating deeper, more meaningful connections with our customers. A key part of this is bridging the gap between eCommerce and professional expertise—connecting customers with our salon partners to provide a seamless, personalized experience that extends beyond online purchases into in-salon services. By fostering this holistic beauty journey, we strengthen both brand loyalty and the professional community.

Once you've built customer loyalty, how do you encourage them to advocate for your brand?

Brand advocacy starts with deep emotional connection, which is why we prioritize mission-driven engagement that goes beyond just the products. We empower our customers to be part of something bigger—whether through sustainability initiatives, salon partnerships, or community-driven experiences.

By consistently delivering on our brand purpose, high-quality products, and exceptional service, we create an experience worth sharing. Customers advocate for brands that align with their values, inspire trust, and make a difference—so we ensure Davines does just that.