Haute Couture enters Your Home

2005–04–04, Moscow. – In modern world, women look for style, beauty and self-fulfilling in every detail of their daily existence. In that regard a Haute Couture approach is paramount even in manufacturing ceramic tiles. This is the direction that has been adopted by Lira Ceramica, a major Russian manufacturer of ceramic tiles. The company has just presented a new collection line called “Express yourself”.

A presentation of new products and press-briefing was held at the International exhibition MOSBUILD’2005 in Moscow. PR Agency INSIDERS has worked on creative concept of the event and its marketing. The agency was also in full charge of media communications.

A very significant feature of the new line is based on sociological study of female psychography. The research defined five main types of a modern female: “Dangerous innocence”, “Iconic”, “Idle”, “Refined” and “Symbolic”.

That relative division of female types was the centre-piece of the show where five ladies representing each type and symbolising different life styles walked along the impromptu erected catwalk in front of the company's exhibition stand. The way models carried themselves clearly indicated the existence of a modern (contemporary) female in the house. For example, a refined type tried on haute couture dresses, an iconic woman demonstrated her deep devotion to home, family and children, while “dangerous innocence” led a careless existence, reading cosmo and taking extra care of her look. The clever design and choice of color of ceramic tiles reflected the essence of each female type.

About Lira Ceramica

One of the leading Russian manufacturers of ceramic tile with production volume averaging 6 million sq.m tile per year. The company’s annual turnover is 100 hundred million USD.

About PR Agency INSIDERS

A full-circle PR-agency offering wide range of services, INSIDERS is a member of Russian Association of Communications Agencies and Russian Association of Public Relations. In 2004 the Agency was awarded the most prestigious PR award in the country - “Silver Archer 2004” that’’s usually given for the best PR-campaign of the year.