Diego dalla Palma Milano

Diego dalla Palma Milano ICONIC MyToyBoy mascara

Diego dalla Palma Milano is pleased to announce its participation in the prestigious Frontier Awards and to be among the finalists in the category ‘Star Beauty Product of the Year’ with the mascara MyToyBoy, an ironic and daring product that has become iconic both in the Italian market and internationally. The Frontier Awards celebrate the best of innovation, creativity and excellence in Travel Retail, distinctive features that have always characterised the company Diego dalla Palma Milano. The winners will be announced on 27 October 2021 at the TFWA exhibition in Cannes. MyToyBoy mascara, available in a selection of prestigious airports and in the cruise channel, has recently been launched in the inflight segment with very positive results. MyToyBoy does not go unnoticed and guarantees an impactful and engaging presence, which Diego dalla Palma Milano wishes to bring to the world! Being a finalist in the Frontier Awards among other prestigious brands is a source of great pride and a first step to achieve our plans! Diego dalla Palma Milano is a long-established Italian brand known for its expertise in make-up, skincare and haircare that offers a wide range of 360° personal care products, designed and tested in the laboratory for top performance. The values of Diego dalla Palma Milano have always been elegance, creativity, and the search for beauty in every woman in the world. A unique, singular beauty, not bound by the impositions of the dominant aesthetic. This is exactly what Diego dalla Palma Milano has always wanted to achieve: help every woman to find her own personal beauty, enhancing it with products that are affordable for everyone, and in line with innovations in the cosmetic field, to give every woman the best professional performance. MyToyBoy, much more than just a mascara, was created with this philosophy in mind. With its 4D action, it lengthens, volumises and promotes the natural growth of lashes in just 30 days and lasts up to 24 hours. Volume, size and durability for an assured performance, completely Made in Italy! The precious ingredients in the formulation of MyToyBoy mascara give extraordinary performance and a WOW effect! The regenerating serum contained inside stimulates ultrafast lash growth. Enriched with 2% SUPERLASH CPX, an active ingredient made of the two key ingredients Biotinyl-GHK Vitamin Matrikine and Provitamin B5, MyToyBoy stimulates lash growth, strengthens lashes and prevents them from falling, while repairing damaged lashes. Your lashes will quickly appear intensified, longer, fuller and stronger. But MyToyBoy mascara is not only unique in its formulation. The eye-catching 17cm long maxi-package in a fiery red silicone with embossed texture makes it the largest mascara on the market. Hard to miss! Big size for big results. Thanks to its innovative formulation we can achieve the following results in just 30 days: 100% volume* 100% length* 90% definition* 7% more volume** 6% more length**

MyToyBoy mascara had a great digital resonance generating an important online buzz also thanks to a structured social strategy which, together with the incredible performance of the product, led it to be the best-selling mascara in Italian selective perfumeries in 2020 and 2021 (Source: NPD Beautytrends: Value sales - Selective perfumery (Prestige+Mass) - Total Italy (B&M+E-retail). The digital strategy included a long-term campaign - which began in 2019 and continued in 2020 and 2021 - and saw the involvement of important Italian celebrities and social influencers, who published numerous contents between Instagram posts and Instagram Stories. The campaign was also supported by an important seeding activity that involved over 250 beauty and lifestyle talents, generating over 500 spontaneous Instagram contents that guaranteed enormous visibility, with an overall reach reached by the entire digital campaign of almost 80,000,000 followers. The numerous contents generated online made the most irreverent and sexy mascara on the market popular, highlighting both the technical and professional features and playing on the ironic name, packaging and promises of extraordinary performance!