IAB Showcase

The Beauty Revolution! At the IAB Showcase 2024: Mypersonalbeauty for women over 35 is born, following the success of The Wom Beauty dedicated to the younger generation

Mondadori Media's offer is further strengthened after the success of The Wom Beauty with the launch of Mypersonalbeauty, the new brand extension dedicated to Mypersonaltrainer’s beauty wellness, which already has 1.3 million followers on social media, as announced today at the IAB Showcase 2024.

Mondadori Media, Italy’s leading social and digital publisher, presented The Beauty Revolution! at the IAB Showcaseevent, the IAB Italia marketplace dedicated to digital content.

During the panel dedicated to the world of beauty, the latest Mondadori Media development was presented: from Mypersonaltrainer, a brand leader in the fitness and wellness sector, comes Mypersonalbeauty, designed for women over 35.

It’s a publishing offer that aims to speak to all generations. Mypersonalbeauty, which is more focused on beauty wellness and involves experts, is aimed at a target group of successful and well-informed women, complementing The Wom Beauty, dedicated to beauty lovers under 35, focusing on beauty and style inspiration and the hottest trends, narrated by creators who are part of the Power Talent agency roster with the recent addition of top beauty TikToker, Arienne Makeup.

Both brands are present on the Internet and on social media, and with The Wom Beauty’s over 1 million followers on Instagram and TikTok, and Mypersonalbeauty’s 1.3 million followers on Instagram, the two are already affirming themselves as brand leaders in the beauty sector.

As mentioned above, Mypersonalbeauty can count on a team of professionals, including doctors, cosmetologists, researchers, wellness coaches and beauticians, who will address topics such as anti-ageing, skincare, hair and nail care, and body and facial treatments through a variety of formats. There will also be weekly columns, videos, articles, test&tell initiatives, analysed and customised content, as well as the new themed hubs to keep up to date with the latest trends.

Through its publishing brands, The Wom Beauty and Mypersonalbeauty, and with the participation of Power Talent Agency talents, Mondadori Media highlighted the new trends in the beauty world during the IAB Showcase 2024, with a particular focus on target diversification and the values that have always made the three brands stand out: authenticity, authoritativeness, wellness inspiration, harmony, balance and freedom of expression, vision and talent.

Introduced by Daniela CerratoDigital Marketing Director of Mondadori Media -, Emanuela Frascà, Marketing Manager of The Wom, and Paola Pravadelli, Marketing Manager of Mypersonaltrainer/Mypersonalbeauty, took turns talking about the two publishing brands on the The Beauty Revolution! stage, and were joined by Arienne Make Up and Camilla Mangiapelo, Power Talent Agency talent, fitness and beauty coach, Federica Constantini, and Mypersonalbeauty beauty trainer, Angelica Amodei, who was enthusiastic in talking about the new beauty trends, the ability to involve communities on social networks, the opportunities to win over all generations, new formats and the possibilities for brands that want to talk to beauty lovers.

Lastly, Mondadori Media offered participants in the IAB Showcase a spectacular cooking show powered by GialloZafferano and Zenzero Talent Agency, with food creators Dany Resconi and Azzuchef (Azzurra Gasperini): special dishes designed to bring the world of beauty-wellness into the world of food.

Mondadori Media is Italy’s leading social and digital publisher, with a distinctive positioning and audience on the publishing market. The Mondadori Group’s social multimedia company caters to the passions of the Italian people through its brands – food, beauty, fashion, health and wellness, science and tech – and reaches more than 27.8 million unique users every month (source: Audiweb Total Digital Audience January 2024) and over 104 million followers (source: Comscore Shareablee + Pinterest and Social Insight February 2024).

The Wom is the all-digital, social first media brand dedicated to MillennialZ, a generation who sees uniqueness as a strength and an enriching value for themselves and others. The Wom is the benchmark for the younger generation on TikTok and Instagram, with a total fanbase of 9 million followers (source: Comscore Shareablee and Social Insights February 2024) and 10 million unique users on the Internet (Audiweb Total Digital Audience February 2024).

Mypersonaltrainer is Mondadori Media’s leading brand in the world of health, wellness, healthy and functional sports nutrition, with 14 million unique monthly users (source: Audiweb Total Digital Audience January 2024) and over 4.2 million followers on socials (source: Comscore Shareablee and Social Insights February 2024). Mypersonalbeauty was created as a brand extension of Mypersonaltrainer and, with the experience and authority of the brand and the potential guaranteed by this synergistic combination, it completes its offer in the personal care and beauty sector, which is understood not only as an external objective to be achieved, but as an integral part of physical and mental wellness. Thanks to Mypersonalbeauty, which already boasts over 1.3 million followers on socials (source: Comscore Shareablee and Social Insights February 2024), the Mypersonaltrainer world fanbase extends to almost 6 million followers

Mondadori Media, star of the IAB Showcase with a line-up of Gen-Z top creators

● An exclusive event with the leading brands in the world of food, fitness, beauty and fashion
● In the collaboration between publisher, brand and creator, the successful mix for effective communication strategies for the young generation

Mondadori Media, the leading Italian multimedia publisher on social media and one of the most important players in the digital sector, will be the star of the first edition of the IAB Showcase, the IAB Italia marketplace dedicated to digital content scheduled for tomorrow, Tuesday, 30 May, in Milan.

A ​non-stop, 40-minute relay, where the creators of Giallozafferano,​Mypersonaltrainer,​The Wom and Webboh​and talent agencies Power and Zenzero, will take turns on stage with sketches, challenges, head-to-head interviews, games and time for entertainment and in-depth analysis. The show will be hosted by Power’s young talent, Diletta Begali, who will guide the audience through the line-up of stars from the world of food, fitness, beauty and fashion.

Empower your engagement: brand, creator and Mondadori Media together for a perfect match! – as the name implies, the event wants to emphasise the value of collaboration between publisher, creator and brand by constructing tailor-made communication strategies that are effective for the younger generation. The stars of the Mondadori Group’s team of creators and agencies, together with Andrea Santagata and Daniela Cerrato, respectively the CEO and Marketing Director of Mondadori Media, will tell the story first-hand on the event’s main stage.

The Mondadori Media showcase – Presenting Partner of IAB Showcase – will see an extraordinary line-up of top talent from the Italian digital scene, including:

  • Niccolò Famiglietti, international teacher and trainer on the Power Talent Agency roster and face of Mypersonaltrainer, the leading brand in the wellness, fitness and health sector with 14 million unique users and 3 million followers on social media. Famiglietti will interact with the audience in the room, challenging them to perform a series of easy-to-perform exercises for everyone.
  • Diletta Begali, a Youtuber who has established herself on social media for her stories about travel and daily life, will perform a sketch on stereotypes related to creating an influencer marketing project along with Giulia Bellu, actress and content creator, both of whom are on the Power
  • Benedetta De Luca, Gender & Inclusion Editor at The Wom, will guide the audience through an overview of the values and strengths of Mondadori Media’s 100% inclusive social media brand, with 9 million unique users per month and 6 million followers on social media. The content creator and disability advocate will also present the new video format TikTalk, created in collaboration with Hej!, together with Daniela Cerrato.
  • Giulio Pasqui, CEO of Webboh, and Nicky Passerella, the brand’s leading creator, will also be on the Mondadori Media stage. Together they will be the stars of a special head-to-head interview on the language of Gen-Z. It will be a discussion about the first digital community dedicated to the new generation, with 5 million followers and more than 14 million monthly interactions, appearing in the top ten of the most social media-oriented Italian media, from two different points of view.
  • The showcase will also see talks by Aurora Cavallo (aka Cooker Girl) and Diletta SeccoGiallozafferano’s leading talent and one of Zenzero co-founders, the talent agency for the best Italian food creators – who will discuss their experiences as food creators in a game, focusing on projects, recipes and communication methods related to the digital world.
  • Clizia Monguzzi, Account Director of OMD, will close the showcase and, together with Andrea Santagata, will tell the story of the development and the value of McDonald’s case history on-air on the channels of Giallozafferano, the leading food media brand in Italy with 18 million unique users per month and 60 million followers on social media.
  • For the grand finale Daniele Rossi, the renowned chef from Giallozafferano, and one of Zenzero ‘s co-founders, will perform in a special cooking show.


The line-up of Mondadori Media speakers at the IAB Showcase:

  • Diletta Begali, Host & Content Creator – Power Talent Agency
  • Giulia Bellu, Actress & Content Creator – Power Talent Agency
  • Aurora Cavallo, Creator of Giallozafferano and Co-Founder​ of Zenzero Talent Agency
  • Carolina Cefalù, Head of Talent Manager of Zenzero Talent Agency
  • Daniela Cerrato, Marketing Director of Mondadori Media
  • Benedetta De Luca, Gender & Inclusion Editor of The Wom – Power Talent Agency
  • Nicolò Famiglietti, Beauty & Fitness Influencer – Power Talent Agency
  • Clizia Monguzzi, Account Director of OMD Italy
  • Giulio Pasqui, CEO & Co-Founder of Webboh
  • Nicky Passarella, Creator and Actress
  • Jessica Piga, Head of Talent Manager at Power Talent Agency
  • Daniele Rossi, Creator of Giallozafferano and Co-Founder of Zenzero Talent Agency
  • Andrea Santagata, CEO of Mondadori Media
  • Diletta Secco, Creator of Giallozafferano and Co-Founder​ of Zenzero Talent Agency