Itlain beauty brand Diego dalla Palma Milano has announced that its MyToyBoy mascara is now the best-selling mascara in Italy – and has its sights set on the world.
Diego dalla Palma Milano has supported the launch of MyToyBoy mascara with an intense digital strategy which turned it into a globally iconic product – and the best-selling mascara in perfumeries in Italy.
The digital strategy has included a long-term digital campaign – started in 2019 and continuing in 2020 – involving important celebrities both in Italy and worldwide – as well as important seeding activities.
The numerous online contents have revealed the most irreverent and sexy mascara of the year, highlighting the most technical and professional features – such as the incredible volumizing, lengthening effect and duration up to 24 hours – the irony linked to the name on the packaging and the promises of extraordinary performance!
*Source: NPD BeautyTrends: Sales in value – Selective perfumery (Prestige+Mass) – Total Italy (B&M+E-retail) – YtD September 2020
In duty-free and travel retail, travellers can now buy Diego dalla Palma cosmetics at locations including:
AIRPORTS
Venice, Trieste, Treviso, Turin, Milano Malpensa T2, Bergamo, Bologna, Rome Fiumicino, Rome Ciampino, Bari, Brindisi, Catania, Palermo, Barcelona, Valencia, Ibiza, Lanzarote.
BORDER STORES
Romania, Bulgaria, Croatia, Macedonia, Slovenia
MILITARY BASES
NATO Naples , NATO Solbiate Olona
CRUISE
P&O, MSC, TUI
IN-FLIGHT
Singapore Airlines online
