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Vichy Laboratories conducts Forget Flawless campaign

Tuxedo Agency of Montreal has developed a new marketing campaign called "Forget Flawless" for L'Oréal's Vichy Laboratories brand of skincare products. The campaign is intended to raise awareness of the brand in the United States. It makes use of an online video in which four women looking into mirrors move from self-criticism to confidence. According to the agency, the creative encourages women to reject the unattainable beauty ideals often seen in the media. The campaign also includes additional shorter videos aimed at women of different ages and with different types of skin. These are accompanied by in-store materials and print and out-of-home ads featuring un-retouched photography.

"The US is a market where it's always hard to turn heads and grab attention," said Catherine D'Aragon, assistant vice-president of marketing for Vichy. "We needed a message that was going to cut through the clutter and creative that was a refreshing departure from the trend of emotionally heavy content. The aim was to tackle an important subject in a way that still made women laugh."

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