Saugella and D.i.Re – Donne in Rete contro la violenza renew their commitment to tackling gender-based violence with Under the Skin, the new campaign created by Bitmama Reply

25 November 2025

Not all forms of gender-based violence leave visible marks on the skin. In Italy, according to data* collected by the D.i.Re anti-violence centres — Donne in Rete contro la violenza — the most widespread form of violence against women is psychological abuse, accounting for 82.2% of cases, while physical violence stands at 56.5%. A hidden reality made up of discrimination, prejudice and manipulation: words that leave marks which may seem invisible, yet profoundly affect the lives of those who suffer this form of violence.

To bring this reality to light, Saugella — a Cooper Consumer Health** brand that has been supporting women’s intimate wellbeing for over 50 years — is renewing its collaboration with D.i.Re this year through “Under the Skin”, the new awareness campaign conceived by Bitmama, the creative agency within the Reply group.

The aim is to highlight the everyday consequences of psychological violence and promote a cultural shift that enables people to recognise, address and combat it together. It begins with a new Limited Edition which, for the second year in a row, promotes and supports the dedicated online chat available at www.direcontrolaviolenza.it — a free, anonymous service offering guidance to women and girls in difficulty.

“With Under the Skin, we want to reaffirm the value of communication as a tool for socio-cultural change, giving voice to an urgent issue that remains all too often invisible,” says Nicola Gotti, Chief Creative Officer & Partner at Bitmama Reply. “We wanted to transform Saugella’s most iconic product — from a brand that has always supported women in their journey towards self-determination — into a tool for awareness: a Limited Edition that reveals the invisible signs of violence beneath the surface of its label.”

The limited-edition Saugella Dermoliquido bottle features a double label: removing the first layer reveals statements inspired by real experiences of psychological violence, showing how words can undermine women’s self-esteem and autonomy. A call to action completes the message, urging people to recognise hidden violence and break the silence. A simple yet powerful gesture that brings visibility to what is often concealed.

“With this limited edition, Saugella celebrates the strength and uniqueness of every woman. We believe personal freedom is the most authentic expression of the self, and we want to give a voice to those who too often remain silent: the victims of psychological violence. With Under the Skin, we renew our commitment — now in its fourth year — alongside D.i.Re to promoting a culture based on respect and breaking the silence surrounding all forms of gender-based violence,” states Anne-Marie Van De Kieft, Marketing Director at Cooper Consumer Health Italy.

Launched on the brand’s social media channels to mark the International Day for the Elimination of Violence Against Women, the campaign aims to go beyond community awareness.

The initiative also intends to give continuity to the work carried out together with D.i.Re. In particular, the online chat — launched in 2024 with the support of Saugella — has already proved to be a concrete tool for assistance: from its launch through to March 2025, around 160 women have used the service, finding support and answers to their questions. The service, accessible directly from www.direcontrolaviolenza.it or via the QR code on the Limited Edition label, provides women with free, anonymous and direct contact with specialised operators from D.i.Re centres, offering a place to be heard and guided.

Saugella continues to support this initiative with an unrestricted donation, entirely unrelated to product sales***, reaffirming its commitment to a broader cultural project embodied by the “Femminile Singolare” manifesto: an invitation to break stereotypes, challenge taboos, and celebrate the uniqueness of every woman — including through intimate self-care.

_{*https://www.direcontrolaviolenza.it/d-i-re-presenta-il-nuovo-report-dati-2024-in-aumento-le-donne-accolte-dai-centri-antiviolenza-della-rete/ 
**Saugella è un brand Cooper Consumer Health, azienda operante nel Consumer Healthcare con brand noti come Saugella, Armolipid, Essaven, Foille e Valdispert. 
***La donazione libera di Saugella in favore di D.i.Re è predeterminata e totalmente indipendente dalle vendite dei prodotti a marchio Saugella. L’acquisto dei prodotti Saugella non concorre in alcun modo a costituirne o ad aumentarne il valore.}