THE CLIENT.
Fler (flerworld.com) is the hair removal brand that was born in 2021 in Milan, from the intuition of the young entrepreneur Allegra Violante, who aims to break the taboo related to the world of hair removal, proposing a new, sustainable routine that helps women to live this moment no longer as a frustration but as a pampering, a real pleasant experience that is part of everyone's life. Fler is a genderless brand that has started a revolution, not only at the level of values, but also in the way of purchasing: thanks to a subscription formula, it is possible to receive razor refills in the comfort of your home, an innovation that avoids the waste associated with a disposable product.
Sustainability is among the brand's core values: the collection consists of aluminum razors and vegan and cruelty-free, paraben- and sulfate-free creams with a 100% recyclable pack. Today Fler has a full line of products for all moments of hair removal, as well as a collection of razors in different color variants and precision razor blades that are more compact, precise and designed to get everywhere with ease. Fler products can be found online and in strategic outlets such as OVS, Profumerie Pinalli and the Boots pharmacy group. In addition, Fler donates 1% of its proceeds to support the LGBTQI+ community and to combat gender-based violence and rape culture.
THE GOALS.
Fler's goal from the outset was to establish itself as an innovative brand, a bearer of significant change in the hair removal industry and, more generally, in the beauty world. From the earliest stages, the intent has been to make known its disruptive impact and its value asset that has always distinguished it from other brands, in order to convey a new and revolutionary message. Our goal has been to bring this message to the press, making the brand known to both B2B sector publications in the beauty world and B2C and national titles, in order to build solid visibility and position itself as an industry leader in an Italian hair removal market that, as of today, appears somewhat dated, both in terms of communication and the purely product side.
The collaboration with Fler began in 2023 with the release of news of an investment round and has continued continuously since June 2024.
[We also interviewed Allegra for our podcast Beyond the Title:
https://youtu.be/K4N0pwWM7lg?si=2gQcY93HHMLLdTEH ]
THE STRATEGIC SCHEME
We built a solid PR strategy for Fler, focusing on a constant and direct dialogue with the major beauty media, alternating between product launches, corporate communications, and content with a lifestyle slant that could reach a broader pool.
This approach has enabled us to reach not only professionals in the field, but also a wider audience interested in beauty and wellness issues.
- In parallel, in order to get brand awareness up close and nurture new relationships, we set up seeding, ad hoc for each new launch, and ongoing in the case of new contacts, so that journalists and female journalists can test the company's products firsthand.
- Finally, to further amplify the brand's visibility, we held a press event at a location that aligned well with the Fler universe, allowing the press to get up close and personal with the Founder, Allegra Violante, as well as the brand's philosophy.
The event was divided into two parts: one dedicated to a talk on the history of the startup, directly from the voices of the team, and a second dedicated to a flower workshop.
These two moments of discussion stimulated the participants' interest and allowed us to consolidate our relationship with the media and to establish Fler as a reference point in the world of beauty and wellness.
Thanks to a well-established network of contacts built over time and the care lavished on relationships, we have been able to build a trusting relationship with the press, resulting in media coverage that has helped consolidate Fler's reputation and leadership in the Italian market.
RESULTS.
PR and media relations work produced 70 press releases in 2025 alone, most of which included major titles from Amica, Io donna to Corriere and Skytg24. The results can be analyzed on several levels:
- Industry: we have activated and consolidated relationships with all the beauty press
- National: newspapers such as Il Fatto Quotidiano or Ansa have taken up our releases in their beauty and wellness sections, and in the case of events of national interest, such as the pop-up during fashion week, we have had coverage in media such as Skytg24
Distribution of releases by header type (2024-2025)
| Year | Outputs on Tier 1 Warheads | Releases in other newspapers |
|---|---|---|
| 2024 | 35 | 11 |
| 2025 | 52 | 39 |
Data analysis shows a remarkable growth trajectory, with total releases doubling from 2024 to 2025, reflecting the growing media relevance of the brand.
Qualitative analysis of these volumes reveals a significant strategic evolution. In 2024, releases in Tier 1 titles made up 76% of the total, indicating a consolidation phase focused on conquering the most prestigious media contexts. In 2025, although the absolute number of Tier 1 releases increased from 35 to 52, their share of the total dropped to 57%. This change does not indicate a decrease in quality, but rather a maturation of the PR strategy, which, once it had established authority in the mainstream media, was able to successfully diversify its presence across industry, niche, and local channels to reach more specific audiences.
Analysis of campaigns and strategic initiatives
In addition to volume, it is crucial to analyze the substance of media coverage.
- The “Barbie-Fler” Case.”
The strategic collaboration with Mattel to launch the “Barbie-Fler” set proved to be an extraordinarily successful media initiative. This partnership allowed Fler to capitalize on the iconicity of a global brand, generating extensive and prestigious coverage in some of Italy's leading lifestyle publications.
Major newspapers that have covered the initiative include:
- Vogue (Tier 1)
- Vanity Fair (Tier 1)
- Grace (Tier 1)
- Marieclaire (Tier 1)
- Republic (Tier 1)
From a strategic perspective, the impact was twofold. First, it positioned Fler's products within high-value editorial contexts, such as Christmas and Valentine's Day gift guides, moments of highest consumer interest. Second, it associated Fler with an imagery of pop culture and desirability, amplifying brand awareness and authority far beyond the beauty niche.
- Effectiveness of product launches
PR activities also supported new product launches with great effectiveness, ensuring targeted and high-quality visibility. Three products in particular stood out for the frequency and prestige of coverage achieved.
Milky Scrub: the launch campaign for this product, which began in Q4 2024, maintained strong momentum through Q1 2025, successfully tapping into both the holiday gift-giving season and the “new-year-new-me” mentality. It was presented as a major innovation by influential publications such as Vogue (Tier 1) and Friend (Tier 1), consolidating its position at the most influential core of the beauty market.
Hydra Mist: Ii launch of Hydra Mist was synchronized with the summer season of 2025, garnering significant media buzz as a “must-have” hydration product. Widely circulated tests such as Vanity Fair (Tier 1) and Modern Woman (Tier 1) have included him in their summer selections, granting him strategic visibility among a large and qualified consumer audience.
Dry Body Oil: late 2025, Dry Body Oil demonstrated the brand's ability to orchestrate a two-pronged media presence. Coverage on platforms such as the Clio Makeup Blog (Tier 1) reached the purest and most engaged beauty-addicted community, while the release in the trend magazine nssgclub (Tier 1) positioned the product among a more aspirational audience attentive to new lifestyle trends.
- Corporate Communications and Brand Development
Parallel to product communication, Fler has been carefully cultivating a corporate narrative, reinforcing its image as an innovative and fast-growing startup. In 2023, news of the 380,000-euro funding round garnered significant coverage in business and industry publications such as Startupitalia, MilanFinance e Republic, validating the brand's business model with the financial and business community.
This narrative trajectory saw a strategic evolution in 2024, when news of European expansion plans and growth were conveyed by leading newspapers such as The 24 Hour Sun (Tier 1) and Forbes (Tier 1). This shift from “raising capital” to “demonstrating growth” has built a very positive narrative arc that is critical to attracting talent and future investors.
To complement the strategy, interviews with the founder, Allegra Violante, gave the brand a face and vision. The strategy included both leading platforms such as Forbes (Tier 1), Freedom (Tier 1) and the podcast Made It (Tier 1), both extensive coverage in online magazines and industry podcasts such as 3goodnews, Italians news e Business protagonists. This blended approach made it possible to communicate Fler's leadership and values to a diverse audience.
- Special activations and events: the “Fler x Deeva” pop-up.”
The activation of the “Fler x Deeva” pop-up during Milan Fashion Week in September 2025 represents an example of how a physical event can be transformed into a powerful catalyst for media visibility. The choice of a moment of maximum media attention such as Fashion Week ensured Fler the highest profile coverage, associating the brand with the world of design and lifestyle. The event received attention from leading publications such as:
- Courier (Tier 1)
- I Woman (Tier 1)
- Sky tg24 (Tier 1)
- Marieclaire (Tier 1)
The coverage, entirely in Tier 1 titles, allowed Fler to insert itself into a valuable narrative, reinforcing its status as a contemporary and culturally relevant brand.
Fler today is known and appreciated by a wide audience, and PR activity has been developed in order to position it as a benchmark in the hair removal industry.
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