Fiocchi di Riso gets into a new skin. With us at their side.

The Fiocchi di Riso case history represents an excellent example of PhoenixADV’s shared and integrated strategic process, embodying the curatorial concept Brand comes first that we commit to, in tackling every new communication challenge.

In 2024, Fiocchi di Riso had an ambitious goal: to leverage the value of the “Dermocentric by nature” positioning to embrace women’s skincare with seven, new, targeted products.

This stemmed into a communication project where the brand’s essence is maintained – summed up in the slogan, “Perché la pelle va trattata coi fiocchi” (a play on words in Italian meaning both “Skin should be treated well” and “Skin should be treated with Fiocchi”) – yet the concept is amplified by introducing the female figure, and adding an inclusive touch in the copy: “Yours too”.

The new visual is present throughout communication material and sparks a direct dialogue between the brand and women, who are used to seeing Fiocchi di Riso as an authoritative voice in baby skincare and therefore feel reassured about the scientific value of the new formulas for their personal hygiene, breast, and stretch marks.

We created a mix of popular science and emotional storytelling, adapted for different touch points: an elegant system pack inspired by the galenical world, the photo shooting, and the POP materials for pharmacies and stores were all managed with PhoenixADV’s signature curatorial approach. The agency extended its supervision also to the TV and radio campaign production, broadcast on Italy’s major channels Mediaset and Radio105 respectively, and to the digital presence across website, social media and display ads.

The image we decided to share here is a stylistic synthesis of the huge teamwork behind the project, which engaged both PhoenixADV’s hub, with some of the talents in our Archipelago of Skills, and the pros in the Fiocchi di Riso marketing team: a beautiful adventure, together once again.