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 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
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.
If our approach-which we share through all our channels-the results we achieve, our way of working, and the values that guide us resonate with your brand and the people who work in your organization, contact us.
We work alongside companies to build authentic and lasting media relationships through structured and targeted PR strategies. We can share dozens of case studies to show you concretely the impact of our work.
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