Beauty routine, skin care routine, fitness routine… There are lots of ways for a woman to feel fresh every day but what does a real Lady do to make sure of her intimate freshness?

Simple… follow a Freshness Routine!

These are the words from Justine Mattera, Roberta Scagnolari, Elisa d’Ospina and Jennifer dalla Zorza, the four influencers championing freshness that Lines has chosen as the stars of its new “Lady Freshness Routine” campaign.

The social media operation was created the aim of educating consumers to take care of their intimate freshness – to complete the beauty and well-being routine every woman performs every day to feel her best. It also aims to overcome the stereotype that a woman’s freshness and vitality fades as time passes and perhaps with age.

The four ambassadors have taken on the roles of Lady Wellness, Lady Beauty, Lady Fashion and Lady Glam respectively because of their passions, and they show that to protect your freshness every day, all you have to do is take care of different aspects of your well-being – such as sport, skin care, style and femininity. But above all adopt the good habit of wearing the panty protector every day that makes you feel safe from all kinds of small unexpected leaks: Lines intervallo Lady.

The new totally digital campaign was created by the Armando Testa agency, and it includes a launch video, a series of fun and light-hearted clips and tips where the four Ladies use their channels to tell their followers their tricks and give some advice in an intimate and confidential way about how to always feel fresh, even after a busy day and… maybe with a romantic evening in sight.

The campaign was planned by Media Italia, and it is online from February until spring when the latest video contents will be released. 


Team Marketing Fater – Lines

• General Manager, Marketing and Digital Director: Antonio Fazzari

• Associate Marketing Manager: Ione Volpe

• Marketing Manager: Lina D’Alberto 

• Brand Manager: Silvia Fracassi                           

 Agency: Armando Testa Group

  • Creative directors: Georgia Ferraro and Nicola Cellemme
  • Creative team: Chiara Panattoni, Carlotta Gilardi

Production company: Think Cattleya

Director: Alex Avella

Dop: Luigi Zoner

Media Centre: Media Italia


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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