Lycia and InTesta together launch the  deodorant for women experiencing hormonal changes.  

Lycia, the historical brand in the Sodalis Group, is now publicising the launch of Lycia Balance, the first deodorant dedicated to women, undergoing hormonal changes. 

The campaign was created by  InTesta, Armando Testa Group, and features a film which alternates between brand storytelling and the launch of the new product, highlighting the deep bond that Lycia has enjoyed with women for more than 40 years.  This bond is being renewed today during a phase of a woman’s  life which is not often spoken about but which is experienced intensely: the time of the menopause and hormonal changes.

The menopause marks the beginning of a new chapter in a woman’s life. And Lycia has decided  to be present for women during this time as well, with a specialised product that not only addresses the increased need for protection due to sweating but also helps women rediscover their well-being, confidence, and emotional balance, thanks to the new Vivascentz scent technology.

The commercial originates from a simple, everyday gesture: a fifty-year-old woman is applying deodorant in front of the mirror. From that moment on, an intimate, personal story unfolds, in which the woman revisits the most emotionally charged moments of her life. Moments when she felt insecure, in love, fulfilled, and today subject to “unexpected emotions”—yet always accompanied by Lycia, a trusted ally in women’s well-being.

The narrative thread revolves around the word “feel,” which becomes the emotional key to the ad: feeling one’s own body, feeling change, but also feeling the closeness of a brand that understands women and has accompanied them over time.

The commercial closes with the protagonist practicing yoga alongside other women. With her arms raised, she expresses a newfound balance: a gesture that evokes well-being, but also self-confidence and the freedom to be herself. A direct reference to the packaging of Lycia Balance, where feminine balance becomes both an icon and a promise.

The campaign has been developed in cuts of  20”,15”, 10” and 6”,  it was produced by Albatros Film and directed by Francesco Quadrelli. In addition to the on air TV planning from 28 June, social and digital activities are also foreseen.

Credits 

Executive Creative Direction: Nicola Cellemme, Georgia Ferraro 

Creative Team: Chiara Demichelis, Carlotta Gilardi

Client Director: Laura Alberti

Client Service: Claudia Bartorelli 

Production Company: Albatros