MILAN — Pierre Fabre-owned Eau thermale Avène presented on Wednesday in Milan its newest project #ConLeDonneXLeDonne, which means With Women for Women, aimed to raise awareness against the culture of gender violence.
For the new project, the French brand has teamed with the Italian national association DiRe — Donne in Rete contro la violenza (Network of women against violence), which was founded in 2008 and manages 74 centers for female victims of male violence in Italy.
The campaign kicked off on Wednesday, inviting everyone, who feels involved, to share photographic contributions with the hashtag #ConLeDonneXLeDonne on social media channels. The second step is the collection of the shots, which will be exhibited beginning Nov. 20 in Rome. The campaign will reach its peak on Nov. 25, the International Day for the Elimination of Violence Against Women, calling out everyone to tweet a contribution with the project’s hashtag.
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“It is very important for us to partner with Avène, which allows us to reach a large and growing number of women,” said Titti Carrano, president of DiRe, adding: “The pharmacist is a figure of trust, family and authority in which an abused woman can confide in and can seek advice.”
“We are very proud to have launched the campaign #ConLeDonneXLeDonne,” said Maria Tilde Reposi, general manager of Pierre Fabre Italy. “We want to involve a great number of people to sensitize this issue, which we think can be addressed only through a real cultural change,” she added.
At the presentation, Avène also introduced the new skin-care line Physiolift, which works with the active ingredients retinaldehyde, mono oligomers of hyaluronic acid and the patented Ascofillina, the lines’ architect of antiaging. Available in mid-October, the new products were presented to pharmacists in early June and are expected to be at 4,000 doors by the end of the year, according to Beatrice Fiorini, the company’s marketing manager.
“We launched Physiolift in Italy three months before the motherhouse in France,” said Fiorini, adding: “The launch is strategic for France and for all important subsidiaries with the aim of covering at least 70 percent of the distribution of Avène.”
Fiorini would not reveal sales projections, but industry sources suggested, that Physiolift could sell 130,000 units for a value of four million euros, or $4.5 million at current exchange, in the first year on the market in Italy.
Designed for normal to combination skin, the line consists of five products to be used during the day and night. A smoothing cream and emulsion for the day will be available in 30-ml. units for 37 euros, or $42, whereas the regenerating night balm retails for 38 euros, or $43, for 30-ml. The eye cream will be available for 33 euros or $37 for 15-ml. and the highly concentrated precision wrinkle filler will retail for 35 euros or $40 for 15-ml.