#TheEssenceofItalianBeauty

In this campaign, entrusted to the young and talented photographer Nima Benati , known worldwide for her fashion shots on Vogue, Vogue Arabia, Vanity Fair, Marie Claire, Cosmopolitan etc. we wanted to celebrate Italy which has given us, on a daily basis, those of us who live there, moments and memories of absolute beauty.

Italy accustoms us and educates us, since we were children, to the beauty that is the beauty of art, the beauty of craftsmanship, the beauty of our unique biodiversity, the beauty that is in the obsessive details that we pursue, the beauty of our history that has always seen us as aesthetes and inspirers of powerful people who we have been able to guide in the search for this ineffable and complete concept that you cannot explain - because you are used to it - but which runs through our blood.

Absolute beauty for me coincides with an almost ethical and platonic ideal of aspiration. It gives us balance, inspiration, harmony and inner peace.

The photos of the campaign celebrate the skin of men and women , available in 3 different races to which Lagalene equally targets the same products because the differentiation of the lines is only a marketing fact.

The video represents the Vitruvian man who is androgynous and who represents the junction between the earth, matter (represented in the square), everything that is visible such as our appearance, our skin and the sky (represented by the circle), the spirit, the soul on which our essential oils act!

In this campaign, Lagalene Milano wants to provoke the listener's thoughts by making our Ambassador Simone Susinna willingly eat the cream which is more than 99% natural. The rest is the reminiscence of another great gift that Italy, but above all Sicily, gave me: classical culture. It's almost a Dionysian beauty ritual, it's pathos, it's acceptance of the divine power that has been given to us, it's Aeschylus that I've seen represented many times in Syracuse, it's once again a celebration of beauty!

And the myth!

Speaking of myth…. Galena (or Galatea) is a nymph who becomes a goddess because she discovers the mysteries of Nature and the Sea. She is a Sicilian nymph, from the east coast, who falls in love with the shepherd Ace who is then killed by Polyphemus.

And then there is the Truth, always veiled... the one that Lagalene wants to bring to the public: that more can be done with few products but excellent in quality, holistic and natural!

Watch the video and let yourself be thrilled by our new campaign! 

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