Derma firm Vichy in 'science' slant

L’Oreal-owned cosmetics brand Vichy is attempting a revival in the UK by promoting its scientific credentials.

Vichy products will be sold in specialist pharmacies rather than general retail outlets, following the example of countries such as France, which places far more emphasis on the medical aspect of cosmetics.

'The brand has become dormant in the UK and we felt it was time to reposition it,' said Vichy UK and Ireland marketing manager Rachel Bowden.

Ozone PR has been hired  to the account. The brief will focus on highlighting to consumers the consultation service offered by in-store dermatologists.

Ozone chairman Gareth Zundel said the agency would also encourage pharmacists to recommend Vichy product ranges.

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