For your hair only
Semi di Lino is the flagship haircare brand of Alfaparf Milano Group, an Italian multinational and a leader in the professional beauty sector.
After more than 35 years of history and a solid B2B expertise, in 2025 it takes a strategic step forward: strengthening its global B2C presence by bringing the salon-approved quality and performance of its products into the everyday beauty routines of Millennials and Gen Z.
2024
Challenge
Make Semi di Lino stand out in the B2C market.
The beauty market is crowded and competitive, dominated by constant product launches, hype, and overexposure. In this scenario, the real challenge is to get noticed: making Semi di Lino memorable and distinctive, while conveying to its target audiences — Millennials and Gen Z — the appeal and unique value of its professional products.
Solutiomn
The brand that brings the Salon Sensation home.
The haircare world is full of players. That’s why we chose to position Semi di Lino as the only brand that brings the post-salon self-confidence feeling straight into people’s homes.
We call it the Salon Sensation, and in the first campaign, we expressed it through the brand’s most iconic product: Cristalli Liquidi.
Exectution
How to get noticed? Desire only. Well, almost.
We chose to capture the audience’s attention by turning a growing behavior — the reluctance to share one’s must-haves, known on social media as gatekeeping — into a creative lever.
The products are there, but they’re not visible (at least, not right away): that’s how a global integrated campaign came to life, featuring social content, influencer activation, and wild posting.
Execution
Project highlights.
Global digital-first and consumer-oriented campaign
Tailor-made social content for Meta and TikTok, delivered in dark across key countries.
Brand channel launch
Opening the official global Semi di Lino pages on Meta and TikTok.
Influencer activation
Engagement of creators and influencers to amplify the message.
Wild posting
Posters placed in strategic locations around the city of Milan to maximize visibility.
Results.
I numeri dimostrano che non sempre serve ostentare per brillare: Semi di Lino ha conquistato il pubblico globale con un racconto fuori dagli schemi.
