LYCIA BALANCE
FLASHBACK
Menopause is a new chapter in a woman’s life, in a story where Lycia has always been present. That’s why, for the launch of Lycia Balance, the first deodorant designed for hormonal change, we developed a campaign that combines brand storytelling with the presentation of the new product.
The spot begins with a simple, everyday gesture: a fifty-year-old woman sprays deodorant in front of the mirror. From that moment, an intimate and personal story unfolds, as the protagonist looks back on the most emotionally meaningful moments of her life. Moments in which she felt insecure, in love, fulfilled and, today, subject to “unexpected emotions”, yet always accompanied by the presence of Lycia, a friend of women’s well-being.
The narrative thread develops around the word “feel”, which becomes the emotional key to the film: feeling one’s body, feeling change, but also feeling the closeness of a brand that has accompanied women for over 40 years.
