Unveiling the natural brand core

Vichy Laboratories, L’Oréal Group’s dermo-cosmetic brand, wanted to highlight its brand heritage to the world. Through our end-to-end process, OMD Design, the Vichy team identified what makes the brand top of mind for the consumer: the main product ingredient – mineral thermal water, found in the heart of the Vichy springs in France.


By partnering with MasterChef, an episode like no other was created. The show’s script thoroughly explored the benefits of the water, both in cooking and beyond. Filming took place amongst a wondrous volcanic backdrop, which was the birthplace of the key ingredient.


This unconventional way of showcasing a beauty brand was a success. As well as the branded content gaining extended media coverage, the campaign was recognised as an innovative TV campaign at the Greek Ermis Awards.

The [email protected] partnership episode achieved top viewership in the Greek market.
Boost in Vichy Laboratories sales
Increase in website visits
TV viewership increased
Click-through rate increase
Awards & Press
Bronze - TV
Ermis Awards

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