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

Vichy Laboratories, the #1 anti-aging brand available in Europe's premiere pharmacies, will launch its #ForgetFlawless campaign in the United States.
The new campaign, "Your Skin Deserves Better," is from creative shop Tuxedo in Montreal. In print and on billboards, models featured in the campaign weren't retouched in Photoshop, conveying the campaign's tagline, "Forget flawless."
"There are very few campaigns in skin care that have been completely unretouched, so it was a very strategic thing to break the flawless image that no one can really attain," said Dominic Tremblay, president of Tuxedo. 

#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.

"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. 

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.

The spots, which will run online in 15- and 30-second versions—as well as a longer two-minute, 30-second film—feature women critiquing themselves in the mirror only to find that the mirror talks back to them. Their women they see in the mirror are sassier versions of themselves, teaching them to feel more confident. 

"There's a lot of new type of beauty campaign, starting from Dove and earlier, that are more heavy, heart-touching, sad, crying, and we wanted to have a different tone," said Tremblay. "So, we wanted to have something that was more optimistic and fun and laughable, so that's why we went with more humor."  

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