From Tuesday 11 to Saturday 15 February, Webboh, the benchmark media for the new generation, will be in Sanremo together with Astra Make-Up, the Italian beauty brand with 35 years of expertise that shares the values of inclusivity and “self love” with Webboh.

Webboh and Astra Make-Up will invade the streets of the Ligurian city aboard the “Webboh Van Studios“: a fully customised van that will provide exclusive moments for the brand’s community on the road.

“We are excited to return to Sanremo with a project that combines music, beauty, and creativity,” says Giulio Pasqui, Brand and Content Manager of Webboh. “The Webboh Van Studios, which is super Instagrammable, will be the meeting point for competing singers, creators, and the most beloved faces from the community who will enliven our social media profiles with content and interviews. This year we’re happy to have a solid partner like Astra Make-Up by our side, with whom we have an evident affinity for target, tone of voice, and values.”

Activities scheduled in the Webboh Van Studios

Not to be missed on Webboh’s social channels is Pick-Up Reaction, during which competing artists, hosted on the van, will share their immediate impressions right after their performance on stage. Another special initiative involves creating a personalised “gadget” for each competing singer, namely a special edition of Webboh in a printed version where the columns Facciamo Chiarezza and Red Flag o Green Flag will feature.
Furthermore, another idea for this year is to give the protagonists of the Festival the manifesting kit that will allow them to best manifest their wishes and dreams during the Sanremo week. The kit also includes a mantra, created in collaboration with Astra Make-Up, to wish all participants in the competition “good luck”.
The story on Webboh’s social media channels – TikTok, Instagram, YouTube – will accompany everything that happens inside and outside the Webboh Van Studios.
Again, What’s up in Sanremo, the story of the Festival evenings created by Arianna Madonna and Claudia Mariani, the beloved creators of Webboh, will be staged every day – live and on social media – while they prepare for the evening by creating beauty looks with the latest Astra Make-Up innovations.
On Valentine’s Day, Astra Secrets will take place, a format that mixes secrets and fun: participants will be able to share an unconfessable secret and, in return, receive an exclusive product from the mysterious Astra box. A unique experience that combines emotion, spontaneity, and a love for beauty.

We are happy to be in Sanremo, the week in which the faces of music take the stage of the most important venue in Italy. Like make-up, music is also an expression of oneself and offers everyone the opportunity to give voice to their identity in a unique and creative way,” says Giulia Gunnella, Marketing Coordinator & Art Director of Astra Make-Up. “The collaboration with Webboh not only gives us the opportunity to intensify contact with Generation Z, but also to strengthen our brand awareness across all generations,” concludes Giulia Gunnella.

Accompanying Astra Make-Up in the activities on Webboh Van Studios is the Camelot agency.

Webboh is a benchmark even during the Festival
This initiative confirms Webboh as the most followed media brand by Gen Z and Gen Alpha in Italy, as well as the most active community in the target audience. The success of his content has established it among the most relevant accounts in Italy during Sanremo with 5 million total interactions (source: Sensemakers, 6-10 February 2024).

Webboh is the benchmark media for GenZ. Created in April 2019, it has been part of Mondadori Media since February 2023. It currently has a fanbase across TikTok, Instagram, YouTube, and WhatsApp of over 4.5 million followers, 70% of which are under 24, a website with 3 million unique monthly users (source: Audiweb last quarter 2024). It is in the top ten most influential Italian media presences on social media, as well as the first in the Generation Z target for engagement and video views (source: Top Media Ranking of Italian First Communication created by Sensemakers. The relevance, authenticity, and interest generated by the content is guaranteed by the bottom-up editorial model: the community is involved in every part of the creative process.

Astra Make-Up was founded in 1988 in Todi, from the dream of pharmacist chemist Giuliano Settimi to create his own cosmetics brand. It is thanks to the entrepreneurial vision of his son Simone Settimi, the current general manager, and the determination of his wife Lucia Menghella, the CEO, that the company continues to grow and develops on a thread of experience and passion, combining creativity with a distinctly Italian love for cosmetic products. The brand is in constant expansion and is present in over 50 countries in Europe, South America, the Middle East, and Asia. The values at the heart of the company’s philosophy celebrate Italian-ness, accompanied by a careful search for cosmetic products in terms of quality and performance, but that are always accessible to everyone.