Saugella supports Dire with the new “Mai Normale” limited edition against gender-based violence

Saugella, in collaboration with Dire – Donne in Rete contro la violenza, has created “Mai Normale”, a project that, through concrete initiatives, strengthens the brand’s commitment to combating gender-based violence and supporting women.

Saugella, a Cooper Consumer Health brand that has been caring for the intimate well-being of women of all ages for over 50 years, is thus renewing its commitment alongside Dire – the national anti-violence network comprising 89 organisations located throughout the country, with 120 anti-violence centres and over 60 shelters – to help make visible and recognisable those forms of violence that still too often go unnoticed, are minimised or justified.

After shining a spotlight on verbal harassment with “Don’t Call Me” in 2024 and on psychological violence with “Under The Skin” in 2025, this year Saugella is choosing to take a further step: challenging the normalisation of behaviours and situations that can contribute to fuelling gender-based violence.

The pack becomes a spokesperson for the message

The new limited edition once again transforms an everyday act of care into an opportunity for awareness. The pack of Saugella Dermoliquido 500 ml will feature three different collars, each bearing a message inspired by real-life situations of violence. Three prompts to stop and reflect on behaviours that may appear normal only because they are culturally rooted, but which should not therefore be accepted.

The other initiatives

Saugella’s support for Dire will also continue in 2026 with a free donation independent of product sales, helping to maintain the online chat launched in 2024. A free and anonymous service through which women and girls in difficulty can contact experienced workers from anti-violence centres and find a listening ear, information and guidance. The chat can be accessed via the QR code on the campaign materials or directly from the homepage of the Dire website.

“Mai Normale” thus continues Saugella’s cultural commitment and the values of the “Femminile Singolare” manifesto: challenging stereotypes, breaking down taboos and celebrating the uniqueness and freedom of every woman, including by addressing issues concerning the deepest and most complex aspects of her life.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.