It's the season of joy, it's party time, it's time to experience Christmas in a different way .... it's TIME OF JOY.
With the “Time of Joy” gift collection we wanted to create a disruptive message and reinvent Christmas.
Perhaps no one has ever noticed, but Christmas is full of stereotypes… a true all-male holiday: Santa Claus, the elves, Rudolph the reindeer, they’re all men! Where are the women?
From this realization we decided to overturn the traditional Christmas iconography, envisioning a more contemporary and inclusive holiday ... in which the female characters steal the show!
Our new characters came to life thanks to the hand of one our female staff members, a brilliant illustrator graduated from the Art Institute of Bologna. The illustrated “girls” reflect the concepts of courage, friendship and resourcefulness that Rhea Cosmetics associates with the female universe: the snowman becomes Bianca, a snow-woman; Santa's favorite reindeer becomes a very proud Rodolfa, then we find Tina the courageous nutcracker-soldier-princess and last but not least Joy, Santa's elf helper with magical hands making beautiful everything she touches.
The "girls" will be the stars of an unprecedented Christmas adventure in the story "Joy - The Magnificent Elf": Joy, Bianca, Rodolfa and Tina will team up to save Christmas, allowing eachother’s talent to shine with its own personality.
GIVE JOY Joy and her friends are present on Rhea’s exclusive gift boxes. In this way, by giving Rhea Cosmetics products as gifts, the new female heroines of Christmas 2020 will enter our homes to bring a bit of contemporaneity and inclusiveness.
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