Vichy Laboratoires Introduces "Cellulite Confessions"
From shrink wraps to shake belts, Vichy's new campaign opens the floodgates to the once previously taboo topic
NEW YORK, May 2, 2013 /PRNewswire/ -- When it comes to cellulite, women will do everything, and try anything in an attempt to get rid of it. Sometimes efforts are so extreme and desperate that the only thing one can do is laugh. To that end, Vichy unveils its "Cellulite Confessions" campaign today, anchored by a hilarious mockumentary designed to highlight the extreme, nonsensical, and just plain crazy treatments that women go through in the pursuit of smooth skin.
Since everything short of voodoo seems to fail, Vichy shares a solution for the most ideal body this summer—a clinically proven combination of products from the Vichy Body collection, and easy-yet-effective workout tips from fitness expert, owner of Zakifitness, and Equinox instructor, Violet Zaki.
"Promoting a healthy lifestyle and empowering women to feel their best is my job, and it is important that my clients are taking a healthy approach to treating cellulite," says Violet Zaki. "My simple solution for a sculpted body and firm skin is Vichy CelluDestock and fitness. This is the recipe for real results in a healthy way."
Vichy CelluDestock ($39.50 for 6.74 fl. oz.)—the brand's best-seller*—helps fight the appearance of cellulite in the areas of the body that seem almost programmed to stock fats—hips, thighs, and butt. Destock Stomach ($37.50 for 5 fl. oz.) helps boost the results of any abdominal workout to improve microcirculation, and firm and refine skin in the stubborn stomach area.
Vichy's "Cellulite Confessions" mockumentary will live on http://www.vichyusa.com/_us/_en/landing/cellulite_confessions/ and www.facebook.com/vichyusa. Both platforms will allow fans the opportunity to learn more about the Vichy Body collection and watch fitness tips from Violet Zaki. Additional support includes regional street team sampling throughout New York City on May 24th and a Facebook sweepstakes in which fans can enter for a chance to win free samples by voting for their favorite outrageous "Cellulite Confessions;" the sweepstakes will be live today through May 15th.
Vichy worked with Los Angeles-based Portal A to produce the "Cellulite Confessions" video.
Vichy products are available at select Ulta, Walgreens, Duane Reade, and CVS locations and at www.vichyusa.com.
*#1 selling sku for Vichy full year 2012
In 2011, Vichy celebrated its birthday: 80 years of expertise and innovation in skincare. Created by Dr. Haller in 1931, from the heart of France, Vichy is among the first French doctor's brands trusted by millions of women in Europe and around the world. All Vichy products are powered by remarkably active antioxidant water from Vichy spring, 100 percent pure and naturally rich in 15 minerals. Its regenerating, soothing and fortifying properties have been scientifically proven. This water is then combined with cutting-edge dermatological ingredients such as Vichy's new generation of Retinol, LHA or time-released Vitamin C in highly effective formulations. Vichy's pleasurable and sensorial textures are skin-friendly, allergy-tested, paraben-free and all deliver clinically proven results for healthy, beautiful skin.
ABOUT PORTAL A:
Portal A, a creative studio based in California that produces and distributes social video content designed for the web. In a recent front-page profile, the San Francisco Chronicle wrote "the twenty-something principals are in growing demand nationally to create viral ads" and Wired Magazine wrote that "after a string of web hits, Portal A, more than any other creative firm, has cracked the code of online video." More of their work, including spots for Benefit Cosmetics, Banana Republic, and Kimpton Hotels, can be found at portal-a.com/work.
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