BIOPOINT ENTRUSTS SUNTIMES TO RELAUNCH THE EXTREME REPAIR LINE WITH AN INTEGRATED CAMPAIGN ON AIR ON TV
The Italian brand specializing in hair care chooses SUNTIMES for a strategy that combines refinement, formula innovation and modern design. The campaign will be on air on the main national TV channels, press and social media.
MILAN, 7 April 2025 – SUNTIMES expands its beauty portfolio thanks to the new collaboration with Biopoint, an Italian brand of reference in hair care, for the relaunch of the Extreme Repair line. The campaign, designed to enhance the new formula, combines emotional storytelling and formula innovation, placing the concept of advanced performance at the center without sacrificing the glamorous and refined imprint that has always distinguished the brand.
THE CONCEPT – The creative strategy devised by SUNTIMES emphasizes Biopoint's scientific expertise with a narrative that comes to life in a hi-tech laboratory. Among advanced formulas and cutting-edge technologies, highly effective products are born, designed for every type of hair. The protagonists of the commercial, each with their own identity and a different nature of hair, – curly, wavy, straight – explore and discover the innovation of the Extreme Repair line because
“La bellezza dei capelli ha una nuova formula”.
The campaign includes an integrated communication plan that ranges from TV to print, to social media, with a mix of dynamic content and dedicated formats. The concept of the tech laboratory extends to all the brand’s lines, including Volumizer and Control Curly, which find space within the narrative.
“The collaboration with Biopoint” explains Selmi Barissever, Executive Creative Director of SUNTIMES “represents further confirmation of our expertise in the beauty sector and has allowed us to explore a narrative language that strengthens the scientific identity of Biopoint and its product line while maintaining an authoritative yet light tone of voice. We wanted to create an immersive story, capable of enhancing the brand’s innovation and creating an empathetic bond with the public.”
Credits
SUNTIMES
Executive Creative Director: Selmi Barissever
Creative Supervisor & Copywriter: Ludovica Botti
Senior Art Director: Emanuela Prada
Account Supervisor: Cinzia De Santis
Account Executive: Inass Ouhaid
Senior Producer: Alessandro Sardini
