Concept & design To define a narrative and visual identity capable of highlighting the Flora Lift range, its key ingredient and its effect on the skin. The rhododendron, a symbol of high-altitude Alpine nature, is the common thread running through all the products in the range; as such, it takes centre stage in the visuals, gently embracing the model as she becomes one with nature. The woman’s gaze is present, strong yet at the same time comforting. A perfect balance to convey the range’s lifting efficacy.