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CASE STUDY (C'è Da Fare ETS): communicating a nonprofit association and its initiatives
285 press releases
66 Tier 1
THE CLIENT.
Lovrén (www.lovren.it) is a beauty brand based in Genoa, belonging to the Clinicalfarma group., established in 2018 and now present in more than 12,000 points of sale in Italy and abroad. Intrinsically linked to the territory, its team has a total of 60 employees and bases its entire core business on made in Italy and the high quality of the resources that are employed in the production of products for the pharmaceutical channel. Make-up, skincare, as well as nail care, hair care, men's and sun care products are part of its line.
"The first time you choose it for the price, the second time you choose it for the quality," and "quality within everyone's reach" is the philosophy that distinguishes the brand, the absolute leader in the total dermocosmetic market in pharmacies, which manages to guarantee hyper-competitive prices both thanks to large production volumes and to the reduction of unnecessary packaging and packaging, allowing, as a result, a great attention to the environment.
WHY THEY APPROACHED US: THE GOALS
The collaboration with Disclosers was born in November 2022, three years after the company was founded: the brand, which was consolidating itself in the pharmaceutical channel, needed a media push, to establish itself even more and enhance the value of its products and their quality.
The project, in these three years of collaboration, has been overseen by Angela Suriano and Isabella Castelli, who have managed to position the company both from a corporate point of view, recounting its growth, its connection with the territory and its relevance in economic terms, and the brand's products, highlighting the new products launched on the market as well as the different product areas they belong to, from make-up to skincare via sunscreens.
THE PR & MEDIA RELATIONS STRATEGY
In our PR strategy, we pursued two parallel strands: a first strand was. corporate, which would introduce the company to the local and B2B press, introducing the CEOs, resources, founding values, trade shows and close partnerships, and turnover. In this first narrative strand, we also focused on human value, emphasizing the Ligurian resources that are part of the company and animate it, as well as the talents that from other cities in Italy and abroad have returned to Genoa in order to work in their hometown.
In parallel, we developed a second strand. lifestyle, intrinsically linked to the product so as to highlight features, ingredients, benefits and methods of use, which would play month to month with the most relevant media opportunities, to begin to be known by vertical beauty journalists.
We then worked on seasonality, tying Lovrén products to the most relevant media occasions for the press, with a touch of fantasy, such as: skincare tips for the colder months, must-have make-up for New Year's Eve, the perfect gift for Christmas or Mother's Day. At the same time, in synergy with the company, we also focused on new product releases, such as the sunscreen line, the Superb line, or the armor-related palettes, using both actual press releases and ad hoc pitches for trade journalists.
In parallel, we structured a recurring annual event called A Day with Lovrén: a press trip that would allow journalists not only to be welcomed to the beautiful historic villa overlooking the sea in Genoa Nervi, the company's headquarters, but to meet Diego Gulli and Alessio Baldaccini, owners of Clinicalfarma, and thus immerse themselves in Lovrén's philosophy and values.
Each edition (2023, 2024, and 2025) was attended by a select group of 10 Tier 1 journalists, who were accompanied by Angela and Isabella from Milan to Genoa, welcomed by the team for a more institutional presentation, which preceded a moment of play and discovery of certain products, in an activity designed especially for them. This was followed by a moment of discovery of a particular area of the city, with dinner and an overnight stay together, to let them touch the connection with the territory, and then leave again the next day.
In the 2025 edition, for the first time, we also extended the experience to a select group of influencers from the beauty world. The goal was twofold: on the one hand, to create a point of contact with the brand through an immersive experience; on the other, to activate relationships that could evolve into future collaborations. The influencers were thus able to get up close and personal with Lovrén's philosophy, interact with the founders, and test products in an exclusive and evocative setting.
RESULTS.
The dissemination of press releases and targeted pitches, as well as organized press trips, allowed us to achieve incredible results, making Lovrén a real point of reference in the beauty press. Journalists got a close look at the reality and quality of the products, including them in several weekly galleries dedicated to shopping tips for readers and readers. Side corporate, in addition, Clinicalfarma has increased its relevance in the area through organized interviews with owners who were able to highlight the strength of the company.
Notable publications in these three years include:
www.ilsole24ore.com/art/lovren-continua-crescere-e-prepara-sbarco-germania-AGpg9RAD
www.ilsecoloxix.it/economia/2024/07/20/news/lovren_mascara_30_milioni-14491708/
www.grazia.it/bellezza/viso-e-corpo/migliori-solari-pelle-mista-grassa
www.donnamoderna.com/beauty/viso-e-corpo/skincare-14-20-anni-prodotti-consigli
www.amica.it/gallery/giornata-della-terra-2025-iniziative-tema-beauty-aprile/?item=2
style.courier.co.uk/wellness/treatments/argan-oil-hair-beard-properties/
www.vanityfair.it/gallery/top-coat-a-cosa-serve
www.vogue.it/article/siero-viso-economico-idratante-migliore-low-cost
The strategy shows steady growth in total volume (from 139 in 2023 to 161 in 2025) while maintaining a share of Tier 1 extremely solid, stably above the 33%. This means that one publication out of three occurs in a newspaper of the highest national prestige.
The media coverage of Lovrén is like a well-proportioned pyramid. The broad base (the 67%) is made up of trade, local, and digital press that provides volume and widespread presence, while the tip (the 33%) is made up of premium materials (Vogue, Elle, Sole 24 Ore) that give the brand authority and high positioning.
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