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Beauty

Multicultural communication campaign

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Beauty

Service

Multicultural communication campaign

Creating communication resources relevant to each culture

A BRIEF

OVERVIEW

Vichy is a French cosmetics brand belonging to the L'Oréal Group, as part of its Dermatological Beauty division. Founded in 1931, Vichy takes its name from the eponymous spa town in France, renowned for its skin-friendly mineral springs. It offers a range of dermatological products dedicated to skincare, particularly for the face and body, and is committed to providing high-quality products that meet the specific needs of every skin type.

With products developed in collaboration with dermatologists, the Vichy brand focuses on scientific research and the use of high-quality ingredients to deliver effective results for different skin needs.

A BRIEFOVERVIEW

Vichy is a French cosmetics brand belonging to the L'Oréal Group, as part of its Dermatological Beauty division. Founded in 1931, Vichy takes its name from the eponymous spa town in France, renowned for its skin-friendly mineral springs. It offers a range of dermatological products dedicated to skincare, particularly for the face and body, and is committed to providing high-quality products that meet the specific needs of every skin type.

With products developed in collaboration with dermatologists, the Vichy brand focuses on scientific research and the use of high-quality ingredients to deliver effective results for different skin needs.

Vichy's ambition was to launch an international communication campaign for the launch of a product from the Capital Soleil range: UV-Clear. Specially designed to protect against the sun's rays, it is suitable for oily and acne-prone skin, without any unwanted residue.

The main challenge was to create a master for the UV-Clear range, with content designed for cultural adaptation. This was then adapted locally for different markets, and extended to Vichy's Chinese campaigns.

With this in mind, Vichy called upon the Datawords group and its expert communications agency 87seconds, to develop an international 360° campaign relevant to each culture.

The collaboration between the Datawords group and the various L'Oréal group brands including Vichy is based on a relationship of trust and a solid partnership, where our skills in creating, localizing and optimizing marketing campaigns complement the product knowledge and brand vision of the French multinational.

Multicultural adaptation (example: the UV-Clear range)

During its collaboration with the Vichy brand, Datawords implemented a creative strategy that took into account all the cultural characteristics of the target audiences. Working on the campaign theme, which focused on some consumers' fears of the effects of sunscreens on oily skin, the team sought to highlight the lightness of Vichy's UV-Clear product and its suitability for all skin types, including acne-prone skin.

To successfully achieve this objective, 87seconds adopted an in-house approach, carrying out all stages of the project internally:

To successfully achieve this objective, 87seconds adopted an in-house approach, carrying out all stages of the project internally:

  • creative conceptualisation;
  • cultural adaptability;
  • video shooting with different formulas for each country;
  • casting models for the various shoots.

Thanks to our teams, the content formats were adapted and integrated into tools such as the brand's PIM (Product Information Management), DAM (Digital Asset Management) and CMS (Content Management System) so that they could be easily reused.

Local amplification (example: the Dercos range)

In the case of Dercos, a hair care range from the Vichy laboratories, Datawords carried out a digital content creation project (photos, GIF tutorials, etc.) to supply the e-commerce pages of the brand's Chinese website. Taking advantage of communication assets that had already been developed for Vichy, the team was able to create local creations based on existing global elements: a decentralised approach boosted product visibility on the main Chinese platforms.

This local amplification project has optimized Dercos' e-commerce performance in China and strengthened the brand's presence in the local market.

Datawords met the challenges of multicultural communication for Vichy, ensuring the consistency and relevance of the brand's messages across different countries and cultures. This collaboration has enabled Vichy to maximise the impact of its multicultural communications campaigns, optimise its resources and reinforce its position as a trusted brand in the beauty sector.

The long-standing collaboration between the Datawords and L'Oréal groups testifies to the effectiveness of the strategies implemented. Thanks to this collaboration, we have once again succeeded in optimising the local use and reuse of the brand's communication assets. This has made it faster and easier to roll out international marketing campaigns for multiple products, minimising costs and ensuring a consistent experience for consumers worldwide.

THE

CHALLENGE

Vichy's ambition was to launch an international communication campaign for the launch of a product from the Capital Soleil range: UV-Clear. Specially designed to protect against the sun's rays, it is suitable for oily and acne-prone skin, without any unwanted residue.

The main challenge was to create a master for the UV-Clear range, with content designed for cultural adaptation. This was then adapted locally for different markets, and extended to Vichy's Chinese campaigns.

With this in mind, Vichy called upon the Datawords group and its expert communications agency 87seconds, to develop an international 360° campaign relevant to each culture.

OUR

RESPONSE

The collaboration between the Datawords group and the various L'Oréal group brands including Vichy is based on a relationship of trust and a solid partnership, where our skills in creating, localizing and optimizing marketing campaigns complement the product knowledge and brand vision of the French multinational.

Multicultural adaptation (example: the UV-Clear range)

During its collaboration with the Vichy brand, Datawords implemented a creative strategy that took into account all the cultural characteristics of the target audiences. Working on the campaign theme, which focused on some consumers' fears of the effects of sunscreens on oily skin, the team sought to highlight the lightness of Vichy's UV-Clear product and its suitability for all skin types, including acne-prone skin.

To successfully achieve this objective, 87seconds adopted an in-house approach, carrying out all stages of the project internally:

  • creative conceptualisation;
  • cultural adaptability;
  • video shooting with different formulas for each country;
  • casting models for the various shoots.

Thanks to our teams, the content formats were adapted and integrated into tools such as the brand's PIM (Product Information Management), DAM (Digital Asset Management) and CMS (Content Management System) so that they could be easily reused.

Local amplification (example: the Dercos range)

In the case of Dercos, a hair care range from the Vichy laboratories, Datawords carried out a digital content creation project (photos, GIF tutorials, etc.) to supply the e-commerce pages of the brand's Chinese website. Taking advantage of communication assets that had already been developed for Vichy, the team was able to create local creations based on existing global elements: a decentralised approach boosted product visibility on the main Chinese platforms.

This local amplification project has optimized Dercos' e-commerce performance in China and strengthened the brand's presence in the local market.

THE

RESULTS

Datawords met the challenges of multicultural communication for Vichy, ensuring the consistency and relevance of the brand's messages across different countries and cultures. This collaboration has enabled Vichy to maximise the impact of its multicultural communications campaigns, optimise its resources and reinforce its position as a trusted brand in the beauty sector.

The long-standing collaboration between the Datawords and L'Oréal groups testifies to the effectiveness of the strategies implemented. Thanks to this collaboration, we have once again succeeded in optimising the local use and reuse of the brand's communication assets. This has made it faster and easier to roll out international marketing campaigns for multiple products, minimising costs and ensuring a consistent experience for consumers worldwide.

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