Back 7 June 2022

With Deborah Milano and InTesta you’ll fall in love with your lips at first touch

With Deborah Milano and InTesta you’ll fall in love with your lips at first touch

The launch campaign for the new lipstick Red Touch Comfort Mat is now on air.

Just one touch is enough to fall in love with your lips. If that touch is from the new Red Touch lipstick by Deborah Milano, launched on the market with a new TV campaign conceived and developed by InTesta (Armando Testa Group) for the Sodalis Group.

The creativity is based on the concept “Love at first touch” and it describes the real love at first sight that a consumer experiences on encountering the new liquid lipstick, right from the first time she applies it to her lips. This new product is innovative and high performing with an intensely matte finish, a new petal-shaped applicator that allows an even more precise application and a soft and enveloping texture, which guarantees an excellent no-transfer and long-lasting result.

The star of the 20” and 15” TV ad represents the contemporary woman: a woman with intense charm but with fresh, authentic appeal. A woman who knows how to emphasise her strengths but without taking herself too seriously and who knows that she wants to feel beautiful not to please others but, first of all, to please herself.

Roses are the co-stars throughout the video. They symbolise feminine sensuality but also the distinctive feature of the Red Touch lipstick: the rose oil that gives the product an even greater moisturizing and velvety feeling on the lips.  

The campaign is on air on all TV broadcasters from 5 June and there are also ads on digital, social media, web and support from specially conceived marketing activities from influencers. Media planning and buying is managed in-house.


• Agency: InTesta – Armando Testa Group

• Executive Creative Directors: Nicola Cellemme, Georgia Ferraro

• Creative Team: Chiara Panattoni, Carlotta Gilardi

• Account Service: Laura Alberti, Giulia Bresciani 

• Production Company: Albatros

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