An important step for the Italian company, a leader in beauty product distribution, as it marks the beginning of a new phase of growth and consolidation.

Fiorenzuola d'Arda (PC), May 2025 – Pinalli, Italy’s leading platform for the distribution of beauty and personal care products, takes an important step in its growth journey and makes its television debut with its first national advertising campaign. The campaign introduces a new, distinctive strategic brand positioning built around the idea of free and surprising beauty — a far-reaching communication project that marks the beginning of a new phase for Pinalli, aimed at strengthening brand awareness and consolidating its role as a point of reference for those seeking an authentic and original beauty experience.

Pinalli’s refreshed positioning is the mature expression of an evolution rooted in the company’s long-standing values: spontaneity, Italian spirit, expertise, innovation, and responsibility. Today, these values evolve to give voice to a new kind of maturity, through a proposition capable of offering fresh inspiration and unexpected surprises — transforming everyday moments into continuous discoveries filled with lightness, carefree joy, and unconventional gestures.

This evolution comes to life in the new brand payoff: “Pinalli sei meraviglia” (Pinalli, you are wonder), a promise of freedom and individuality that represents a fresh, free vision of beauty, breaking away from traditional conventions and celebrating each person’s uniqueness. Pinalli positions itself as the brand that invites people to rediscover the wonder of self-care in everyday life, turning each encounter, gesture, and discovery into something new and surprising.

"This campaign represents a turning point in our history," comments Raffaele Rossetti, President and CEO of Pinalli. "After more than 40 years of growth, expanding our store network and digital platform, we felt the need to communicate who we are in a clearer and bolder way. Starting today, we choose to present ourselves with fresh eyes, to stand out uncompromisingly as Italy’s leading beauty brand — one that combines deep roots with a modern outlook, breaking away from traditional beauty standards. This vision, which we now proudly share with the public, is the result of years of work and the significant evolution from a small local family business to a nationally recognized company.”

The new Pinalli campaign comes to life through an integrated strategy created by House of Communication, combining the creative expertise of Serviceplan with the strategic media planning of Mediaplus, resulting in a distinctive and high-visibility project.

The TV commercial, conceived by Serviceplan Italia under the creative direction of Stefania Siani, revolves around the iconic :P from the Pinalli logo, transformed into a provocative gesture symbolizing spontaneity and freedom from stereotypes. No longer just a logo or an emoji, but a true manifesto of individuality and bold self-expression. With an elegant yet irreverent cinematic style, the film alternates scenes from everyday life — from a worker who, removing his helmet, reveals a spectacular mane of hair flowing in the wind, to a teenage girl secretly removing her makeup after school, to an expectant mother cradling her belly, to a woman in pajamas and curlers joyfully running to pick up her Pinalli delivery — all united by a desire to break traditional beauty norms and embrace a new way of experiencing beauty.

The storytelling, infused with a joyful spirit, unfolds in recognizable Italian settings, with positive, lighthearted energy amplified by an upbeat and playful soundtrack, accompanied by a voiceover that makes the scenes even more evocative. A collective journey that celebrates beauty lived freely and authentically.

The media plan, managed by Mediaplus, stands out for its high-impact video strategy designed to maximize brand visibility across all touchpoints. The plan is activated on Italy’s leading national TV networks (Mediaset and Discovery) and extends into digital, with a targeted ecosystem across Connected TV, Meta, Spotify (geolocated), and selected beauty platforms — boosted by a synchronized prime-time launch across all media. This strategy was developed through in-depth data analysis, identifying key consumer behavior insights and optimizing every phase of the planning process to ensure maximum relevance and alignment with the target audience. The project is built to generate memorability and solidify Pinalli’s distinctive positioning, with a measurable, results-oriented approach ensuring consistency and impact across every touchpoint.

With this campaign, Pinalli further establishes its role as a brand championing an authentic, personal, and intimate concept of beauty. In line with its mission and vision, Pinalli aims to empower people to embrace self-care as a way to express their unique identities, freeing them from stereotypes and conventions while becoming the voice of wonder in everyday life.