The partnership between InTesta (Armando Testa Group) and Sodalis Group, Italian market leader for Health, Beauty & Personal Care, has been strengthened thanks to the acquisition of a new brand: Deborah Milano.

This brand has a rich history and appeal and today aims to present itself to target consumers in a more friendly and modern way while still maintaining the reliability and authority it’s always had.

This brand is close to all women and helps bring out all their best features every day.

Women strive at every moment of their lives to be the best version of themselves.

With them in mind, Deborah Milano has created one of its best sellers, the 24-Hour Instant Maxi Volume mascara, now also enriched with a new formula containing pomegranate oil and keratin.

The two mascaras will feature in the communication, starting from 7 February.

The campaign highlights the excellent cosmetic performance of Deborah Milano’s 24-Hour Instant Maxi Volume mascara: it can triple the volume of the lashes with a 24-hour long-lasting hold, the ideal mascara for the today’s woman who wants to transform her appearance in just an instant, to feel more beautiful and so more self-confident. With geometric games and worlds dominated by Deborah Milano’s classic red colour, the spot describes how the mascara can thicken and nourish lashes making them perfect all day long.

The commercials in cuts of 20 “and 15” present the two varieties of the product (classic and newcomer with pomegranate oil and keratin), to consumers. The ads were produced by Albatros Film, directed by Silvia Rossi and will be on air from 7 February with a schedule involving all major TV broadcasters.

The integrated campaign will also have extensive visibility in main women’s magazines and online, through social media and ad displays.


Agency: In Testa – Armando Testa Group

Creative Director: Michele Mariani

Creative Team: Michela Repellino, Sara Greco

Production Company: Albatros Film

Director: Silvia Rossi 

D.o.p: Giacomo Frittelli 


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