Pinalli returns to TV with the campaign “Pinalli sei meraviglia”

Fiorenzuola d’Arda (PC), March 2, 2026 – Pinalli, Italy’s leading platform for the distribution of beauty and personal‑care products, is back on air with the national campaign “Pinalli sei meraviglia”, marking a new chapter in the brand‑building journey launched last year.

After its TV debut in 2025, which accompanied the evolution of the company’s positioning, Pinalli returns with a campaign focused on reinforcing its distinctive and recognizable identity within the Italian beauty landscape. The comeback on TV is a strategic choice aligned with the company’s growth trajectory and its ambition to further strengthen brand awareness and memorability nationwide.

Built with an elegant yet playful cinematic approach, the film alternates scenes of everyday life united by a non‑conventional take on beauty: authentic, personal moments that express a beauty lived freely, individually, without filters or conventions. At the heart of the narrative is the payoff “Pinalli sei meraviglia”, celebrating the wonder within every person—real, authentic, sometimes bold. The mission remains to recognize each person’s uniqueness and provide tools, expertise, and qualified guidance to express it with freedom and confidence, even sticking out one’s tongue, if needed, at stereotypes or predefined frameworks that attempt to limit or “box in” this freedom.

The campaign is the result of an integrated strategy developed by the House of Communication, where Serviceplan’s creative expertise meets Mediaplus’ strategic media planning to create a unique project that combines distinctive creativity with maximum visibility.

The media strategy, active until March 29, is built on an integrated video approach that blends the broad reach of linear TV—covered with 30” and 15” formats across major national broadcasters—with the precision of Connected TV, ensuring incremental reach on qualified audiences in premium, brand‑safe environments. The digital component includes Meta and major beauty verticals selected to ensure high contextual affinity with the target. The plan is built to maximize synergy across all relevant touchpoints, reflecting the omnichannel approach that defines the Pinalli model.

PINALLI

Founded in 1984 in Fiorenzuola d’Arda (Piacenza), Pinalli has grown steadily over the years through continuous expansion, reaching today’s 101 beauty stores. In recent years, Pinalli has strongly invested in the digital world, developing an e‑commerce platform that has become a key industry reference point, supported by an increasingly solid social media presence. Since February 2023, a majority stake in Pinalli has been held by H.I.G. Capital, one of the leading international investment funds with extensive experience in the Italian market, which invested in partnership with the Pinalli family and the company’s current management. In 2025, Pinalli recorded a turnover of 197 million euros.