According to NPD Group, MyToyBoy mascara from Diego dalla Palma Milano was the best-selling mascara across Italy in 2020* – YTD September 2020 – in terms of value.

 

In October Diego dalla Palma also celebrated one year since the official launch of the product.

 

The product is listed in travel retail at airports in Venice, Trieste, Treviso, Turin, Milano Malpensa T2, Bergamo, Bologna, Rome Fiumicino, Rome Ciampino, Bari, Brindisi, Catania, Palermo, Barcelona, Valencia, Ibiza and Lanzarote.

 

It is also stocked at border stores in Romania, Bulgaria, Croatia, Macedonia and Slovenia as well as at NATO military bases in Naples and Solbiate Olona.

 

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Finally, the product is also available onboard P&O and TUI cruise ships.

 

 

“In almost all airports MyToyboy has a dedicated space on our gondolas/wall units,” a brand spokesperson told TRBusiness.

 

At the beginning of this year, the brand was able to open a large promotional space at Bologna Airport. However, the brand is now ‘just waiting to resume business’ before it can entertain more activities on this scale in the future.

 

‘AN ICONIC PRODUCT’ 

“Diego dalla Palma Milano has supported the launch of MyToyBoy mascara with an intense digital strategy which turned it into an iconic product…and the best-selling mascara in perfumeries in Italy,” said the brand.

Initiated in 2019 the digital activities to promote the launch involved A-list celebrities in Italy as well as abroad.

 

The numerous online contents have revealed the most irreverent and sexy mascara of the year, highlighting the most technical and professional features  –  such as the incredible volumizing, lengthening effect and duration up to 24 hours – the irony linked to the name on the packaging and the promises of extraordinary performance!

 

*Source: NPD BeautyTrends: Sales in value – Selective perfumery (Prestige+Mass) – Total Italy (B&M+E-retail) – YtD September 2020