With Deborah Milano and InTesta, your look hits a pro level.

There are lots of mascaras on the market: they might give greater volume, length and definition.

But only one high performing mascara lets your look really jump to a higher level, and gives your lashes the effect of an extension worthy of any professional beauty salon. Which one? A PRO mascara, obviously.

This is the insight behind Deborah Milano’s new TV campaign, created by InTesta – Armando Testa Group, for the communication of the innovative mascara Like a PRO Volume extension effect. This product with surprising qualities, was inspired by the most popular lash treatment in lashmakingcentres.

The beautiful star of the video has an intense and magnetic gaze, and she shows us that it is not necessary to subject yourself to lengthy, expensive sessions in a beauty salon to get full, long and defined lashes – just like after applying extensions. All you need is a few applications off the right mascara to ensure your look immediately reaches a “PRO level”.

You can recognise the winning features of this product with just one glance: an innovative elastomer spiral applicator that envelops the lashes at 360° and guarantees precise application, without clumping and a texture with a shiny, super elastic formula and a vinyl consistency. For wow-effect lashes, with extreme volume and infinite length, comparable to the results obtained in a professional salon.

The mood of the ad is glam and pop – it is set in a salon that reminds us of the colours and graphics of the packaging. We wanted to draw a parallel with the professional world, making ring lights of different sizes the protagonists of the scenography. This is not just an indispensable accessory for a lashmakeror a professional beautician, but a tool able to magnify the beauty of someone’s look as well as all the details of the product.

The campaign was directed by Giorgio Neri, and also includes a version dedicated to the new Like a PRO with Hyaluronic acid (ideal to give a hydration and nourishment boost to your eyelashes). This is the first 20” TV ad to air on all broadcasters from 17 September.

The entire communication for the Like a PRO range is also supported by a digital campaign, with shorter cuts for social use, and an influencer marketing campaign.

CREDITS:

• Agency: InTesta – Armando Testa Group

• Executive Creative Directors: Nicola Cellemme, Georgia Ferraro

• Creative Team: Chiara Panattoni, Carlotta Gilardi

• Client Director: Laura Alberti

• Account Executive: Erika Gentile

• Production Company: Albatros Film