How can we defy beauty standards in a world where almost everything seems to be pushing people toward perfection, where there’s constant pressure to be flawless, and where unattainable ideals are encouraged? Unrealistic expectations, usually promoted by media, advertising, and across social media, impact individuals’ well-being, contributing to self-doubt and insecurity. Yet, some brands defy these unhealthy concepts of beauty, encouraging consumers to accept their imperfections rather than conform to the norms dictated by the industry.
Beauty is diverse and goes beyond stereotypes. That’s a positive mindset Italian skincare brand Veralab aims to communicate via its latest campaign. Launched at the Sanremo Festival — Italy’s most popular music event — the “Perfectly Imperfect” ad developed in partnership with Dentsu Creative, defies the perfection-obsessed society we live in and encourages individuals to embrace their imperfections as unique signs of authenticity.
The initiative tells the story of “a beauty that isn’t afraid to be real,” highlighting how people’s imperfections are not actually flaws but rather distinctive marks that make them authentic — similar to their skin. “This campaign is a bold move for the entire beauty industry, and at Dentsu Creative, we are proud to take this step alongside Veralab. We are talking about real beauty in a sector where it has never truly been possible before,” commented Riccardo Fregoso, Chair Creative EMEA and CCO Italy of Dentsu Creative.
Showcased at the 75th edition of the music ceremony and marking the third consecutive year Veralab partners with Sanremo Festival, the integrated campaign spans TV, cinema, radio, digital, and social media. Produced by Casta Diva, directed by Enea Colombi, and with La Rappresentante di Lista’s Diva song as a soundtrack, the campaign’s video encapsulates the brand’s key values, communicating its core principles in a humorous — yet glamorous — manner.
CREDITS
Brand: Veralab
Agency: Dentsu Creative Italy
CEO: Emanuele Nenna
Chair Creative EMEA, CCO Italy: Riccardo Fregoso
Executive Creative Director: Cinzia Caccia
Creative Director: Beatrice Pettinelli
Creative Progress Director: Antonella Vicari
Art Director: Maria Meola
Copywriter: Santiago Cancela
Junior Copywriter: Chiara Bardella
Head of design: Laura Liguori
Senior Motion Designer: Niccolò Frontini, Matteo Milone
Motion Designer: Silvia Sciotta
Senior Designer: Stefano Trolese
Chief Strategy Officer: Niccolò Rigo
Head of Strategy: Federico Mancin
Senior Strategist: Rosa Sirico
Strategist: Massimiliano Tarizzo
Senior Data Strategist: Andrea Formisano
Data Strategist: Federica Tuccio
Data Analyst: Elena Somaschini
Senior Vice President: Alessia Oggiano
Client Service Director: Chiara Tranquillino-Minerva
Client Supervisor: Alessia Stefanutti
Client Manager: Federica Bruno
Programme Manager: Chiara Lamera
Production team:
EP/MD Dentsu Creative Studios: Simona Della Porta
Head of Production Dentsu Creative Studios: Francesca Castello
Senior Freelance Producer: Maria Vittoria Ceresoli
CDP: Casta Diva
Director & Photographer: Enea Colombi
CEO: Fabio Nesi
Chief Growth Officer: Giorgia Crepaldi
Executive Producer: Carla Solaro di Monasterolo
Line Producer: Mariella Grandi
Producer: Elena Di Bella
Production Manager: Anna Frandino
DOP: Alessandro Ubaldi
Scenography: Carlotta de Benedetti
Stylist: Aurora Zaltieri
Editor/Online: Guido Fonio
Post Production Manager: Samanta Lategola
Color Grade: Orash Rahnema
