As the official skincare partner of “Sanremo 2025”, Italy’s most iconic music festival, for the third consecutive year, Veralab is launching an iconic and glamorous campaign across TV, cinema, radio, social media and digital platforms, opening a new chapter in the communication of the beauty industry.
The Italian company of skincare, makeup and fragrances Veralab and Dentsu Creative Italy are redefining the concept of beauty with “Perfectly Imperfect” a new communication campaign that embraces imperfections as an essential part of who we are.
Unveiled during the 75th edition of Sanremo Festival, Italy’s most iconic music festival, this campaign, developed by Dentsu Creative Italy, highlights the authenticity and humor of real life, transforming imperfections into unique traits. This is not a story about flaws but rather about genuine people—imperfect in life, just as they are in their skin. After all, if no one is perfect, why should our skin be?
Founded in 2016 by Cristina Fogazzi – known as “Cynical Beautician” to her community—Veralab has always celebrated authenticity as a core value, bringing a a fresh and genuine approach to skincare.
Together with the production company Casta Diva, this integrated campaign will be broadcast across TV, cinema, radio, social media and digital channels. Embodying the brand’s DNA, it presents an iconic and glamorous narrative.
Riccardo Fregoso, Chair Creative EMEA and CCO of Dentsu Italy says: “This campaign is a bold statement for the entire beauty industry, and as Dentsu Creative, we are proud to take this step forward alongside Veralab. We are talking about real beauty in an industry where it has never truly been possible before.”
Together, Veralab and Dentsu Creative have crafted a campaign that challenges traditional beauty standards, blending authenticity and personality into a narrative that deeply resonates with real life.
Credits:
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
- PR Manager: Alessandro Turchi
Production team:
- Executive Producer & Managing Director Dentsu Creative Studios: Simona Della Porta
- Head of Production Dentsu Creative Studios: Francesca Castello
- Senior Freelance Producer: Maria Vittoria Ceresoli
Production Company: 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
Source: Dentsu Creative Italy
Veralab and Dentsu Creative Italy celebrate imperfections with “Perfectly Imperfect” added by newsroom on
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