Saugella has always been a brand with a strong scientific character. But in 2020 its positioning has changed to empathize more with the target by communicating in an emotional way.
Make intimacy with consumers a brand value, without forgetting the educational aspect and the story of product specificities.
The idea is to launch a vibrant, simple and polysemantic copy strategy that is Femminile singolare. It celebrates the diversity of every woman and it allows us to deal with the most controversial aspects of the female world: the gender gap, the perception of the role of women, language gender.
This integrated campaign launches the new Saugella positioning on different touchpoints: a video poster which tells the singularities of being a woman; a social strategy that gives to the concept a broader and more current perspective; a real-time marketing. Femminile singolare is also a Limited Edition in store: the payoff is now on the pack and it is the main star of a “singular” promo activation.