MILAN, ITALY – Veralab, a trendsetting skincare, makeup, and fragrance brand teams up with Dentsu Creative Italy to launch Perfectly Imperfect, a campaign that redefines beauty in a world obsessed with flawlessness.
As the official skincare partner of Sanremo 2025, Veralab is making waves with a stunning multi-platform campaign spanning TV, cinema, radio, social media, and digital. More than just a beauty ad, Perfectly Imperfect is a cultural statement: embracing authenticity, humor, and the quirks that make us unique.
Unveiled during the 75th edition of Sanremo Festival, this campaign challenges the industry’s obsession with perfection. It’s not about airbrushed ideals—it’s about celebrating skin as it truly is. Because if no one is perfect, why should our skin be?
Founded in 2016 by Cristina Fogazzi, known to her devoted community as The Cynical Beautician—Veralab has always stood for realness. This latest campaign, crafted with the production house Casta Diva, is a seamless blend of high-fashion glam and unfiltered honesty, mirroring the brand’s DNA.
Riccardo Fregoso, Chair Creative EMEA and CCO of Dentsu Italy says: “This campaign is a bold statement for the entire beauty industry, and as Dentsu Creative, we are proud to take this step forward alongside Veralab. We are talking about real beauty in an industry where it has never truly been possible before.
Together, Veralab and Dentsu Creative have crafted a campaign that challenges traditional beauty standards, blending authenticity and personality into a narrative that deeply resonates with real life.
Agency: Dentsu Creative Italy
CEO: Emanuele Nenna
Chair Creative EMEA, CCO Italy: Riccardo Fregoso
Executive Creative Director: Cinzia Caccia
Creative Director: Beatrice Pettinelli
Creative Progress Director: Antonella Vicari
Art Director: Maria Meola
Copywriter: Santiago Cancela
Junior Copywriter: Chiara Bardella
Head of design: Laura Liguori
Senior Motion Designer: Niccolò Frontini, Matteo Milone
Motion Designer: Silvia Sciotta
Senior Designer: Stefano Trolese
Chief Strategy Officer: Niccolò Rigo
Head of Strategy: Federico Mancin
Senior Strategist: Rosa Sirico
Strategist: Massimiliano Tarizzo
Senior Data Strategist: Andrea Formisano
Data Strategist: Federica Tuccio
Data Analyst: Elena Somaschini
Senior Vice President: Alessia Oggiano
Client Service Director: Chiara Tranquillino-Minerva
Client Supervisor: Alessia Stefanutti
Client Manager: Federica Bruno
Programme Manager: Chiara Lamera
PR Manager: Alessandro Turchi
Production team:
Executive Producer & Managing Director Dentsu Creative Studios: Simona Della Porta
Head of Production Dentsu Creative Studios: Francesca Castello
Senior Freelance Producer: Maria Vittoria Ceresoli
Production Company: Casta Diva
Director & Photographer: Enea Colombi
CEO: Fabio Nesi
Chief Growth Officer: Giorgia Crepaldi
Executive Producer: Carla Solaro di Monasterolo
Line Producer: Mariella Grandi
Producer: Elena Di Bella
Production Manager: Anna Frandino
DOP: Alessandro Ubaldi
Scenography: Carlotta de Benedetti
Stylist: Aurora Zaltieri
Editor/Online: Guido Fonio
Post Production Manager: Samanta Lategola
Color Grade: Orash Rahnema
