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    Brand Positioning


    Personal Care

Celebrating women’s diversity

A brand positioning that empowers women.

In Italy, gender equality is still far from behind achieved, and the language use often reflects the gap. Saugella, as a brand, has always been on the side of women and their individual needs, proposing specific products for every kind of woman. We brought this mission to a higher level by launching a new, powerful positioning: Femminile singolare (“feminine singular”).

We evolved Saugella into a brand that literally talks a female language: we launched a video manifesto that redefines the feminine role, starting from the vocabulary, and a targeted campaign able to speak individually to different kind of women.

Femminile singolare is also a social strategy that interprets the most relevant news through a feminine point of view and takes position on the most discussed topic about gender issues.

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