Deborah Milan launches the new City Lift Volume Mascara with InTesta

The launch ad for the brand’s new tubing mascara is now on air. It combines performance and comfort, for an impeccable result, easy to love and to remove.

Deborah Milano, the historic Italian makeup brand which is part of the Sodalis Group, has kicked off a new advertising campaign dedicated to the launch of City Lift Volume Mascara, formulated with innovative tubing technology.

The new commercial, created by InTesta – Armando Testa Group, centres on the idea that getting a more glamourous look doesn’t have to be complicated—it can be easily achieved and just as easily removed. City Lift Volume Mascara provides the solution  to this need: a product that can be applied effortlessly, delivers volume and definition, and that washes off with just warm water.

The concept behind the campaign comes to life in a visual and symbolic way: the main character moves through a city where buildings are represented by geometric parallelepipeds. In this setting, dynamic tubes emerge from the mascara packs, to then wrap around the girl’s lashes—reminding the viewer of the product’s tubing technology—and then they form and sketch out Milan’s iconic skyline.

The claim featured in the creativity “So easy, so glam” sums up the essence of the new City Lift Volume Mascara, highlighting the perfect balance between glamour and ease of use.  

The campaign has been on air since 31st May, with cuts of 20”, broadcast on all main TV channels, both linear and on demand. In addition, a digital communication plan will follow with video contents conceived for social media channels. 

Credits:

Agency: InTesta – Armando Testa Group

Executive Creative Directors: Nicola Cellemme, Georgia Ferraro

Creative Team: Carlotta Gilardi, Francesca Graziani

Client Director: Laura Alberti

Client Service: Claudia Bartorelli 

Production Company: Albatros Film