Testanera, uno dei principali marchi di cosmetica del gruppo tedesco Henkel, ha scelto di intraprendere un percorso strategico nell’universo moda sponsorizzando la Milano Fashion Week
Testanera, uno dei principali marchi di cosmetica del gruppo tedescoHenkel, ha scelto di intraprendere un percorso strategico nell’universo moda sponsorizzando la Milano Fashion Week. La partnership con la Camera Nazionale della Moda Italiana si sviluppa in una collaborazione biennale che vede il marchio Testanera come player autorevole e d’avanguardia.
Tanti i valori che Testanera condivide con il mondo della moda: modernità, professionalità, capacità di costante innovazione, straordinarie performance del prodotto finale che Testanera traduce in prodotti di qualità nell’ambito della colorazione, dello styling e del trattamento dei capelli. Per creare continuità con le importanti collaborazioni di Testanera già avviate durante le Fashion Week di Berlino, da quest’anno il celebre brand tedesco si avvicina al mondo fashion italiano con due iniziative che animeranno la settimana della moda milanese. Una straordinaria collaborazione creativa con lo stilista e fotografo tedesco di fama mondiale Karl Lagerfeld che trova espressione in un emozionante percorso fotografico di 10 immagini che interpretano l’evoluzione della moda capelli attraverso la sua personale visione.
La mostra, dal titolo “We love Hair” sarà allestita nello storico Palazzo Giureconsulti di Milano e aperta al pubblico durante la Fashion Week dal 23 Febbraio al 1° Marzo 2011. Due soggetti di grande fascino come Baptiste Giabiconi e Freja Beha Erichsen sono i protagonisti di una vera e propria dichiarazione d’amore alla bellezza in tutte le sue espressioni. Questi scatti inediti saranno esposti all’interno di una suggestiva e misteriosa black room dove i capelli diventano icona di stile. Testanera presenta per l’occasione il suo nuovo prodotto Palette, per la colorazione dei capelli in 18 nuances sviluppato dai professionisti della colorazione per garantire un risultato colore impeccabile. Da marzo ad aprile partiranno gli spot per il nuovo prodotto firmati da BBDO, agenzia di riferimento del gruppo Henkel dedicata alla cosmetica. A sostegno della campagna tv e digitale ci sarà anche una campagna stampa pianificata suVanity Fair.
Fiorella Cipolletta
(http://www.pubblicitaitalia.it/)
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