With Deborah Milan and InTesta, extreme gloss for your lips.
A gloss that gives you extreme shine, vibrant colour without leaving any transfer? It’s not just any gloss: it’s The Gloss.
The new campaign for Deborah Milano, is based on this promise. It was developed by InTesta –Armando Testa Group for the launch of the new The Gloss Shake Lip-gloss: a gloss with an irresistibly shiny effect and brilliant hold. to enhance lips with light colour and ultra-shine.
A promise of high performance and glamour is at the heart of the communication.: The Gloss combines a
new generation formula with a simple and speedy beauty gesture. Three steps for an incredible result: shake the
product well, apply a thin coat to your lips and then wait a few seconds for a long lasting shiny finish, that leaves
no traces or smudges.
The ad describes this daily gesture in a light-hearted way with a touch of pop. It transports us inside a playful setting
inspired by a super cool rooftop experience, perfect for Instagram We are on the roof of a skyscraper gazing
out at the Milan skyline at sunset, where two beautiful models, each wearing a different shade of glass move around
in a conspiratorial way. The protagonists play with oversized mirrored spheres in different shades of pink (to bring
to mind the colours of the product) which reflect every detail just as The Gloss does on your lips: capturing the light
and reflecting it back even stronger, giving a brilliant smile and a touch of glamour that won’t go unnoticed.
The campaign is signed off with the claim “The one, the only, The Gloss”: a declaration confirming how unique this first gloss from Deborah Milano is, since it combines extreme shine, impeccable hold and performance / no transfer effect.
The ad was directed by Aksinja Bellone, and has been on air since 8th June in cuts of 20”, 15” and 10” on all main television broadcasters. The campaign will be supported by a digital campaign with video contents specially conceived for social channels.
CREDITS:
• Agency: InTesta – Armando Testa Group
• Executive Creative Directors: Nicola Cellemme, Georgia Ferraro
• Creative Team: Chiara Panattoni, Carlotta Gilardi
• Client Director: Laura Alberti
• Client Service: Claudia Bartorelli
• Production Company: Albatros Film
