Vichy USA's Newest Campaign Encourages Real Women To #ForgetFlawless and Achieve Real Results

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Jun 24, 2015, 11:13 ET

NEW YORK, June 24, 2015 /PRNewswire/ -- Vichy Laboratories, the #1 anti-aging brand available in Europe's premiere pharmacies, will launch its #ForgetFlawless campaign in the United States.

#ForgetFlawless is a campaign created to rally real women with real lives and real skin concerns, and present them with the opportunity to let go of unrealistic beauty expectations and be empowered by the skin they can achieve using Vichy products.

Vichy USA's #ForgetFlawless visual campaign picturing four un-retouched models at different life stages.

Over the years, women have been increasingly bombarded with unattainable beauty ideals, with heavily retouched and airbrushed images of 'flawless' looking skin which have now become the industry standard.

In an effort to transform the way women see and treat their skin, the #ForgetFlawless campaign and video message focuses on the first moment in the day when most women are far too hard on themselves: the time she first looks at herself in the mirror.

While the beauty industry has already approached the subject of image acceptance, it was important that Vichy USA, an active skincare brand with 80 years of heritage, went beyond this message to motivate women to achieve real, positive and healthy results with their skin.

"With #ForgetFlawless, we're not asking women to be unmotivated with their skin care program, rather we hope to illustrate with our hard-working, results-proven skincare products, that simple, daily actions lead to noticeable, long-term improvements. We want to encourage women to stop aiming for unattainable perfection and instead strive to embrace the best version of themselves in all aspects and life stages of their lives," says Catherine D'Aragon, Assistant Vice President of Vichy USA.

Breaking away from the current trend of emotionally heavy content, the video is produced in a manner intended to surprise viewers with its playful optimism. The four women – representing different life stages – were encouraged to improvise and make the characters their own, allowing them the freedom to bring their own skincare stories to life.

The supporting #ForgetFlawless campaign includes in-store materials and outdoor print with visuals entirely free of retouching, showing 100% real skin.

ABOUT VICHY LABORATORIES

Founded by Dr. Haller in the heart of France, Vichy is among the first French doctor's brands trusted by millions of women in Europe and around the world. Since its founding in 1931, the brand has developed a unique approach to skincare informed by clinical research on thousands of women of all skin types and ethnicities. Today, Vichy is the #1 anti-aging skincare brand in European pharmacies.

Thanks to a collaboration of experts, including top dermatologists, nutritionists and gynecologists, Vichy has developed skincare formulations that offer every woman a range of care that's clinically-proven to deliver results. Products are infused with Vichy's mineral-rich volcanic water and formulated with dermatological ingredients with the highest levels of tolerance, safety and efficacy. Vichy's efficacious ingredients are combined in pleasurable textures to deliver products that bring a luxurious, sensorial experience to women's daily routines. Vichy products are allergy – tested and suitable for sensitive skin.

For additional information on the Vichy USA #ForgetFlawless campaign and the company's skincare products, please contact Kerry Kane at [email protected].

Video - https://youtu.be/iluJ8FVrSgg
Photo - http://photos.prnewswire.com/prnh/20150623/225194

SOURCE Vichy USA