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Vichy Reveals New U.S. Campaign

The brand is telling consumers to #ForgetFlawless

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By: Marie Redding

Senior Editor, Rodman Media

Vichy Laboratories might be taking a cue from Dove, and it’s numerous messages about ‘Real Women’ – the anti-aging skincare brand is telling women to #ForgetFlawless in its latest campaign.

The company says #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.”

The campaign includes the video below. It features four women, each representing different ages and life stages. The brand says the women were encouraged to improvise during filming, and make the characters their own, allowing them the freedom to bring their own skincare stories to life.

Catherine D’Aragon, Assistant Vice President of Vichy USA, said:

“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.”

In addition to the video, the campaign includes in-store materials and outdoor print with visuals entirely free of retouching, showing 100% real skin.

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