Supplier News Breaks
Vichy campaign satirizes battle against cellulite
May 2nd, 2013
NEW YORK – Skin care brand Vichy has kicked off a satirical video campaign depicting women's battle against cellulite and showcasing a pair of its products that provide a solution.
The company said Thursday that its "Cellulite Confessions" promotion features a "mockumentary" showing the extreme and crazy treatments that some women resort to in their pursuit of smooth skin.
To help women control cellulite, the Vichy campaign points to a clinically proven combination of products from the Vichy Body collection — Vichy CelluDestock and Destock Stomach — as well as easy-but-effective workout tips from fitness expert Violet Zaki, owner of Zakifitness and an Equinox instructor.
"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," stated 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 prone to fat, such as the hips, thighs and buttocks. Vichy Destock Stomach ($37.50 for 5 fl. oz.) helps boost the results of any abdominal workout to improve microcirculation as well as firm and refine skin in the stubborn stomach area, the company said.
The Cellulite Confessions mockumentary can be seen at Vichy's website and on the brand's Facebook page. The company said both online destination will enable consumers to learn more about the Vichy Body collection and watch fitness tips from Zaki.
Additional support for the campaign includes regional street team sampling throughout New York City on May 24 and a Facebook sweepstakes in which fans can enter for a chance to win free samples by voting for their favorite Cellulite Confessions. The sweepstakes will be run through May 15.
Vichy products are available at select Walgreens, Duane Reade, CVS/pharmacy and Ulta stores.
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