The third edition of Milano Beauty Week, held from 25 to 29 September, filled the city with a rich programme of activities taking place in the streets, squares and places of art of Milan, to promote the culture of beauty and wellness.
Levissima, the official Hydration Sponsor, was present throughout the event at the central staircase of the Palazzo dei Giureconsulti, with a display focusing on the Levissima+ functional water range and the importance of daily hydration.
A backdrop and a bottle display designed for the occasion welcomed visitors into the world of Levissima+, where they could discover all the specific benefits of the range.
For the direct engagement of the public, a wellness wheel awarded instant prizes to participants, always following the hydration, fitness or beauty theme.
For the final day of this week, an event was held at the palace: Wellness Routine by Levissima+, which offered participants the opportunity to try out a real wellness routine, starting with hydration with Levissima+ to skincare, thanks to the collaboration with Fit.Fe by Fede, the line created by Italian swimmer Federica Pellegrini.
For the design of the communication materials for the initiative, the brand turned to ATC - All Things Communicate, which had already worked alongside Levissima in numerous successful projects for BTL and more.
The central starting point was the “wellness routine” concept, which combined hydration, fitness - with open yoga and pilates sessions - and skincare into a single journey, to present Levissima+ as part of a healthy lifestyle based on daily gestures.
The agency designed the materials aiming at the active involvement of the visitors and the need to guide them to the discovery of the wellness-oriented waters, as well as to the activities of the final day of the MBW.
ATC developed a strategic installation, consisting of materials with different characteristics, formats and purposes, with a focus on product awareness and clear communication of the purpose of the event, in addition to highlighting the special partnership for Wellness Routine by Levissima+.
The creativity designed by ATC - All Things Communicate started from the key elements of the brand's visual communication, first and foremost the mountain peak, but also gave space and prominence to the bright colours typical of the six varieties of the Levissima+ range, creating a common thread throughout the set-up.
In this way, backdrop and bottle display were able to showcase the Levissima+ references, with texts emphasising the importance of hydration in the wellness routine, communicating the positioning of the product while inviting to discover the range.
The wellness wheel featured the visuals and shades chosen for the three installation themes, to underline them and to show the prizes up for grabs.
Finally, the visuals for wall banners and stickers focused on the range packs to create awareness and on the communication of the details of the event itself.