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Global Launch of Systemman and Sebman in Milan, Italy

Wednesday, 17 October 2018 13:51

Two new product lines with a strictly “for him” identity recently enjoyed their global launch at one of Italy's top trending venues, Garage Italia in Milan a backdrop of man-stuff, motors, boys toys and celebrity eats!

To launch the event industry influencer and VP for Marketing at Coty Inc., Randall Chinchilla, presented brief profile of the typical grooming and styling priorities of todays man, who, he says: “generally relies on about eight products". The on-stage banter was, as you would expect, focused on all things masculine: from barbering and razoring through to styling, shaving, beard and moustache preferences and of course the current on-going trend for longer hair.  Also participating were Poppy Delevingne, international ambassador of the System Professional brand, and Valentino Perini from Lapo Elkann, who described himself as a man  “who loves to change a lot" and whose style reference model is Steve McQueen.

The true stars of the show were, of course, the products. First of all Systemman, the new System Professional exclusive line for male grooming, designed to meet the needs of men with a refined grooming and styling needs. Consisting of 9 products in all, the range can be combined with other System Professional products to offer more than 262 million combinations. How's that for extreme customization!?  Included in the range there's a limited edition hair and beard oil designed exclusively for Systemman designed by Lapo Elkann called  Blunique by Lapo. 

The atmosphere and identity of Garage Italia also leant itself perfectly to the launch Sebman, a new skincare and beard range for the man who craves individuality and shuns stereotypes. Presenting the range on-stage was Sebman's new Global Creative Artist, Australian, Aiden Xidys.

The day continued with guests enjoying a full-on grooming experience as well as the opportunity for some fun down-time Garage Italia, including the sensation of driving a Ferrari in the professional and hyper-realistic Allinsports simulator and lunch with delightful gastronomic offerings by top Italian chefs, Carlo Cracco and Gabriele Faggionato.

  • Global Launch of Systemman and Sebman in Milan, Italy

  • Global Launch of Systemman and Sebman in Milan, Italy

  • Global Launch of Systemman and Sebman in Milan, Italy


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