“Let's be clear, ours is a forthright and honest world.”
This is how VeraLab presents itself on its website. A perfect synthesis of the motto and values of the brand and its CEO, Cristina Fogazzi.
Better known as “Estetista Cinica”, Cristina Fogazzi is not a mere influencer, she is a self-made woman who founded a company with a turnover of 63 million euros in 2022. Born and raised in the province of Brescia, she has been able to create her empire from nothing, thanks to the loyalty to her principles. She often tells in interviews about her first times exposing herself on social media, when she used to post tutorials on how to use her products. A decade later, she is still doing so, yet in front of 1 million followers. Inclusivity and body positivity not as hashtags to use to grow her fame, but as founding principles of her communication.
What she wants to pass to her fanbase, the so called “Fagiane”, is that the idea of beauty sold by brand and influencers on social media is not real, or at least, it is not an ideal achievable through face creams and body muds. This is also the message of the first VeraLab tv spot, that was aired during the Sanremo Festival, for which the brand was the skincare partner. In this spot, is illustrated one of the truest and most intimate kind of dialogues, the one between a mom and her daughter to whom she tries to explain that perfect skin does not exist but that does not make her less beautiful.
Moreover, Cristina Fogazzi wants to spread “a wider, higher idea of beauty”: this is the aim of her “Bellezze al Museo”(“Beauties at the Museum”), a tour between 5 Italian capital towns from North to South at the discovery of the hidden beauties of the Italian Country. “Uniqueness, details, distinctiveness, diversity”: these are the words used to celebrate the marriage between a beauty experience and the promotion of art. As a conclusion to this experience, Cristina Fogazzi decided to come out with her second book “My Grand Tour. Stories of places, art and anxiety” in which she asks herself “Can a beautician write a book about places of art?”. The answer? Definity yes, because art and beauty do not make differences, they are accessible to everyone willing to appreciate them.
In conclusion, Cristina Fogazzi is now looking at her future and entrepreneurship with the purpose of reinforcing the brand’sterritorial presence and inclusiveness. She is the good part of social media, the one that should be heard especially by new generations; she is a source of hope and motivation, a role model for all young women with big dreams.
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