With Biopoint Professional Hair Program and Intesta, you are the real the professional.

The new Biopoint TV campaign – dedicated to anyone looking for professional results, even at home – is on air now.  

When we go to the hairdresser’s our hair seems thicker, nourished and shiny. In one word: super. But, you don’t always have to go to a beauty salon and rely on the expert touch of a hair stylist to have extraordinary hair. Thanks to the quality of the Biopoint Professional Hair Program line, any woman can achieve professional results at home. She can actually feel like a real professional herself!

This is the concept the new Sodalis Group TV campaign is based on. Conceived and developed by InTesta (Armando Testa Group) for the specific line of treatments with top quality ingredients that offers the whole family professional results.

The spot has a fun and playful mood and the treatment is abstract, pop and colourful, it plays on a misunderstanding of the setting to explain how every woman can feel like a real professional to get beautiful hair, even at home.

The video was directed by Giacomo Boeri and features three beautiful women, all with different hair and styles. At first, it seems that they are sitting in a beauty salon, letting us imagine that they are feeling so satisfied because they have been treated by a professional. All of a sudden, the setting around them changes: we discover that they are actually at home and that their satisfaction is all due to themselves. Choosing to use Biopoint Professional Hair Program, they can experience the quality of an advanced hair cosmetics line with 5 actions, which guarantees a nourishing and moisturizing effect which is visible immediately.

The 20 ” and 15 ” TV commercial has been on air since 23 January. It’s also an opportunity to launch some innovations in the Biopoint Professional Hair Program, starting with a restyling of the logo and packaging and also introducing the exclusive masks with a practical dispenser, for the perfect dose.

CREDITS:

• Agency: InTesta – Armando Testa Group

• Executive Creative Directors: Nicola Cellemme, Georgia Ferraro

• Creative Team: Carlotta Gilardi, Chiara Panattoni

• Account Service: Laura Alberti, Giulia Bresciani 

• Production Company: Albatros Film

ARMANDO TESTA

We are the biggest Italian communications group in the world, with offices in Turin, Milan, Los Angeles and 14 offices in Europe. We are crazy about ideas since 1946.

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