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April 3, 2011 11:01 PM

Beauty

Vichy Reaches Milestone, Looks Ahead

Mass skin care brand Vichy celebrated its 80th anniversary in New York City Thursday night, but the L'Oreal-owned brand isn't letting age slow it down....

Mass skin care brand Vichy celebrated its 80th anniversary in New York City Thursday night, but the L'Oreal-owned brand isn't letting age slow it down. The French company is reworking its digital identity to better connect with consumers, and it's introducing three new product initiatives to the United States -- expansions on its acne and aging skin care lines, and a new-to-the-U.S. sun care line.

Normaderm Triple-Action Anti-Acne Hydrating Lotion US.jpg"We have to continue innovation, we have to continue to be addressing women's problems [because] women's problems evolve," Vichy's marketing director Amelie Fortier-Cyr told WWD.

The company in January launched a completely overhauled Web site, with the main objective to make shopping easier, Fortier-Cyr said. Users are now able to browse products by category, skin concern or by collection. If they aren't sure which product is best for them, they can conduct a short skin analysis, based on their personal skin care issues.

Those with aging skin, for example, can rate the severity of their wrinkles off a series of images, and at the end are given advice and a recommended routine comprised of Vichy products they can drag into an online shopping cart.

"The Web site before was functional but not at all an experience," Fortier-Cyr said. "It's really important to us because we know that the women that buy our products are younger."

As such, the brand also plans to completely overhaul its Facebook and Twitter pages, though no concrete plans have yet been made.

The new product line includes the ProEVEN Total Dark Spot Corrector ($42.50, 1.0 fl. oz), Normaderm Triple-Action Anti-Acne Hydrating Lotion ($22.50, 1.7 fl. oz.) and a three-product collection of Capital Soleil sun care.

"The biggest challenge for a skin care brand is to foresee what people are going to want 10 years from now," Fortier-Cyr said, adding she believes procedures such as chemical peels and Botox will shape women's future needs. "People have more sensitive skin, so we need to make sure we always address that."
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