A Celebration of Creation: MASTERVERSE Belgrade 2023 powered by Revlon Professional®

Known for its flair and innovation in the world of hairstyling, the event showcased the latest trends and techniques that are poised to influence the hair and beauty industry for the foreseeable future. Throughout the event, attendees were immersed in a blend of creativity and inspiration, as MASTERVERSE Belgrade 2023 unfolded its multifaceted program. From live demonstrations and workshops led by industry experts to avant-garde showcases and trend presentations – every moment offered an opportunity for learning and discovery. Behind the scenes, the creative force driving MASTERVERSE Belgrade 2023 was none other than DMC Vekol production team, which took the role of advisory in the context of assembling the program together and the creation of content. Together with Miquel García, Global Executive Vice President, we designed a one of a kind audience journey that made every single attendee feel like in the front row.

The pure extravaganza of innovation in the world of hair styling descended upon Belgrade in a form of the event's centre piece that will become the first-ever full outfit crafted entirely from human hair – a dazzling display of genius talent and artisanship. A collaboration between visionary stylists and skilled artisans, this ground-breaking creation showcased boundless potential of hair styling as a form of artistic expression. From intricate textures to an avant-garde silhouette, each garment woven from strands of hair represented a triumph of daring imagination.

The installation itself took four working days, during which 16 different contractors were coordinated, including more than 100 workers installing four cargo trucks of AV equipment. Professional hair stylists and their models shared the largest ever central stage & catwalk compared to any of the previous shows ‒ more than 500 sqm – in a live performance that stunned and delighted the audience with support of more than 400 sqm of multimedia displays showcasing cutting-edge lightning and sound design. Seven 8K cameras supported Mr. García and his guest stars in guiding over 1000 industry disruptors through the unique journey of creating head-turning masterpieces on stage, while maintaining video communication with coloring teams and models at the backstage. Result? Six full hours of eye-catching educational training and a next-level customer experience.

Gathering over 1000 participants from ten countries, MASTERVERSE Belgrade 2023 by Revlon Professional® yielded some of the following outcomes: • Revenue Generation: after measuring the total revenue generated from ticket sales, sponsorships, exhibitor fees, attendee spending and ancillary revenue streams, MASTERVERSE Belgrade 2023 proved to be a massive success in the context of financial performance and ROI; • Brand Exposure and Awareness: after analysing brand sentiment by tracking media impressions, editorial contents, press coverage, social media mentions, website traffic and other promotional results within target audiences, we could prove that Revlon Professional® re-established its reputation as a colour authority and beauty trendsetter in the regional markets; • Participant Satisfaction: by gathering feedback from attendees, exhibitors and sponsors through surveys, post-event evaluations and focus groups, we tracked continuous increase in brand loyalty and attendee engagement over time; • Networking Impact: the event facilitated networking opportunities including business partnerships, short-term collaborations and other types of professional connections that naturally formed among participants; • Post-event lead generation and sales opportunities: the event was highly recognized as an effective platform for lead generation, sales conversions and business development opportunities.

DMC Vekol creative team was also entrusted with shaping the visual identity and communication strategy for the MASTERVERSE Belgrade 2023 show. As masterminds behind the event's logo, DMC Vekol team skilfully captured the essence of the Revlon Professional® brand through the overall visual identity that resonated with the event's target audience, effectively conveying its unique aesthetic. Through partnership with regional distributor VSD Trade, DMC Vekol integrated the event's brand messaging, key values and promotional initiatives across various communication channels, starting with developing a custom-designed and MICRO-tailored website with full E-commerce integrated payment platform, down to orchestrating press releases, interviews and other media content that ensured MASTERVERSE Belgrade 2023 remained top-of-mind and highly anticipated within the industry.

With a growing emphasis on sustainability, ecological footprint of MASTERVERSE Belgrade 2023 was reduced in several ways: • Energy-efficient LED lighting fixtures known for their long lifespan and minimal heat output were used to minimize power consumption; • From print to paperless: digital-only invitation process and registration was favoured, including building professional sign-up website and mobile app designed to help attendees navigate through the event by providing important information such as agendas, product information, keynote speaker profiles and more; • Within DMC Vekol in-house waste management program, we installed easy-to-use waste facilities and carefully collected all empty packaging used for promotional purposes during event which were later redirected to the nearest recycling facilities; • Green-certified caterers that offer organic, locally sourced, and plant-based menu options were hired for the event. Food waste was additionally minimized by accurately estimating attendance numbers and all excess food was donated to a local charity association for people with developmental disabilities “Živimo zajedno”; …all of them perfectly aligning with DMC Vekol’s commitment to Carbon Net Zero Events strategy by 2050.