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the needs of a market that is still disrupted by<br />
closures and lockdowns and tailors the brand<br />
to meet them. The idea of offering a compact<br />
range of products, which until a few months<br />
ago was considered a liability, has become a<br />
major plus, as it allows partners to have a<br />
complete line with limited investment.<br />
Competitive and straightforward products<br />
boasting modern, high-performance claims<br />
and formulas are launched, even if this means<br />
raising the price positioning of the products,<br />
an operation apparently at odds with the<br />
demands of a market in crisis. This leads to<br />
the creation of the Perfect No Yellow and<br />
Perfect Moisture treatments and 10 Levels<br />
bleaches line.<br />
THE COMMUNITY<br />
Last but not least, DCM stylists in the different<br />
countries where the brand is distributed<br />
formed a community and the brand's Education<br />
Triennale. The abbreviation DCM has become<br />
its signature, flaunted in bold, brightly coloured<br />
letters. Unfortunately, the excellent premises<br />
have to deal almost immediately with the<br />
impact of the pandemic on the market. What<br />
could have been a fatal moment for the newly<br />
founded Diapason Cosmetics, becomes<br />
instead a great opportunity. Sponsored by<br />
Lisap's new CEO, the baton of the start-up was<br />
handed over to Giorgio Milani (General<br />
Manager) who put together a new team of<br />
young hair stylists and creative graphic<br />
designers to redefine the project and its<br />
values. Stylists eagerly welcome the<br />
opportunity to create and develop products<br />
that are a must in their salon: products that<br />
allow them to "play" with hair, offering the<br />
latest fashionable services. The designers put<br />
all their energy into expressing their inspirations<br />
in the products. The working group identifies<br />
REASONS WHY<br />
QUALITY: quality is a must. In<br />
the darkest nights, it is the<br />
lighthouse that guides you to the<br />
right place<br />
DESIGN: Our story is deeplyrooted<br />
in Milan, the cradle of<br />
Italian fashion and design<br />
ESSENTIALITY: it’s no frills time.<br />
So we studied our range to be<br />
essential<br />
SERVICE: when you need it! We<br />
aim to prepare your shipment in<br />
one working week<br />
COMPETITIVITY: we studied our<br />
prices to be competitive withour<br />
sacrifice quality
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