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.