Deborah Milano
So easy, so glam.
Achieving a more glamorous look is easier than you think. And removing it is even easier. This insight inspired the launch campaign for the new City Lift Volume Mascara, Deborah Milano’s first mascara featuring innovative tubing technology. Its advanced formula delivers outstanding performance and all-day comfort, for flawless results – easy to love and easy to remove with just warm water.
The campaign concept comes to life through a striking visual metaphor. The protagonist moves through a cityscape made of clean, geometric blocks. Within this stylized environment, dynamic tubes emerge from the mascara packaging and wrap around her lashes, visually expressing the product’s tubing technology. These flowing shapes then come together to create the iconic skyline of Milan.
The campaign’s signature claim, “So easy, so glam,” perfectly captures the essence of the new City Lift Volume Mascara, highlighting the perfect balance between effortless application and flawless results.
