Objective: transfer the assets and the value of scientific Boots Laboratories in Italy and its pioneering history in the pharmaceutical and dermo-cosmetics.
Strategy: creation of an event of great media impact, with strong scientific and artistic content, to intercept opinion leaders, stakeholders, the world of pharmacies and consumers.
Activation: "Skin of a woman." At the Triennale of Milan, the first exhibition in Italy and around the world, to explore the women's skin through different perspectives: artistic, anthropological, aesthetic and scientific. At the center of the exhibition, a Boots Testing Skin Lab at the disposal of visitors for analysis and facial skin screenings.
Result: 1,000 guests at the inaugural event, more than 10,000 visitors, 600 laboratory skin tests, 145 stories on press, 18 television services, 22 blog posts.