DIEGO DALLA PALMA
This Italian beauty brand wanted to modernize its image and re-launch itself to new, younger consumers and trendsetters, without losing its existing client base. It was essential that the re-launched brand be perceived as contemporary, dynamic, and for those ‘in the know’. We were also tasked with boosting online sales.
Starting six years ago, we re-launched the brand and supported its new image with a strategy of creating affinity and ‘buzz’ through prominent media relations activities – traditional as well as digital and social media – and implementing a program of partnerships. These partnerships, which included an in-store Makeupertif Tour with Campari and blogger Makeup Delight, special events such as Vogue’s Fashion Night Out and sampling collaborations with cinema and TV make-up artists at the Rome and Venice Film Festivals, ensured that diego dalla palma products got into all the right hands.
Diego Dalla Palma is now seen as one of the major Italian players in the cosmetics industry, competing with the biggest players. Its products and news regularly appear in all the main leading women’s and trade publications, and dramatically increased visibility online and in social media has succeeded in seducing a younger audience, without alienating its long-standing clients. Online sales have also increased significantly.