Lichtena and the neologism of the ‘angry skin’

Printing | Brochures

Lichtena was born in 1992 as a specific skin treatment for very sensitive skins by becoming the Italian brand for that type of problems.

The goal was to reposition the brand in order to define space and role in the market, as well as to identify the unique language for Lichtena and to communicate the balance between its style and its scientific prestige.

The focus goes on the neologism of the ‘angry skin’, a term that is very close to the brand targets (kids, families and parents).


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