L'ERBOLARIO “The Hug”
On the occasion of its 45th anniversary, L'Erbolario, Italian excellence in the plant-based cosmetics sector, has assigned to Armando Testa the study a new integrated communication project. L'Erbolario has always supported ethical cosmetics, and in 2021 chose to become a Benefit Company, confirming its commitment to acting in a sustainable, inclusive and transparent way towards people, animals and the environment.
And it is exactly from this commitment that the visual and conceptual idea of the new campaign was born: The Embracement. An iconic, symbolic and mutual hug between man and nature, reflecting the desire to have an equal relationship with nature, based on the principle that every gift of the earth should be returned. Two first print subjects, Hortensia and Tiglio, completed by the new claim "Chi abbraccia la natura fa nascere bellezza" and supported by a full digital video strategy, created by Armando Testa Studios.