Gender equality in Italy is still a distant goal, with stereotypes affecting girls from a very young age. Together with Saugella, we stood by their side to encourage self-expression, free from labels.

Our idea was simple but powerful: remove the classic pink packaging and let girls customize the product themselves. With the help of an illustrator, we created a new design—white, neutral, and ready to be colored with stickers and creativity. A symbolic way to say: be who you want to be.