Case Study: VICHY – A Bespoke Brand Activation Experience

Overview

As a global leader in cosmetics, L’Oréal has built a portfolio of iconic brands over 100 years, including Vichy, its premium skincare line. In Greece, L’Oréal Hellas manages an extensive distribution network across supermarkets, pharmacies, department stores, and salons. Among its standout names, Vichy continues to set the standard in dermatological innovation.

In March 2023, VIAGGI was entrusted with the creation and execution of a two-day brand activation event for Vichy, celebrating its leadership across skincare categories. Building on a long-term partnership with the brand, we designed a dynamic experience to strengthen Vichy’s brand authority, enhance product education, and boost media engagement.

Strategy

Our approach centred around an innovative content creation environment, designed to reflect Vichy’s diverse product lines.

We conceptualised and delivered:

● Five immersive experience rooms, each dedicated to a major Vichy product category:

○ Hydration – Mineral

○ Anti-aging – Liftactiv

○ Menopause – Neovadiol

○ Hair & Men's Care – Dercos

○ Sun Protection – Sun

Each room was carefully curated to inspire interaction, storytelling, and authentic social media content, offering a tactile way for guests to engage with the brand.

Additionally, we created specialised spaces for expert talks and presentations, ensuring a rich, informative experience for attendees.

Execution

To maintain a seamless event flow and personalised interaction, guest attendance was

organised into four time slots across two days.

The first day welcomed 50 media representatives, journalists, and influencers, while the second day hosted 40 medical reporters, dermatologists, and pharmacists, who also attended a digital upskilling seminar.

Key moments included:

● Guest appearances by Dr. Christos Zouboulis, Professor of Dermatology and President of the European Society of Anti-Aging Medicine, who lent scientific authority to the event.

● An inspiring opening speech by renowned actress Maria Kavoyianni, a long-standing advocate for Vichy’s campaigns supporting women’s health and empowerment.

Impact

Despite being held during a sensitive period in Greece, the Vichy event achieved outstanding engagement:

● Fully booked time slots

● Extensive organic content creation by attendees

● A strengthened perception of Vichy as a leading skincare expert

Our 360-degree management—from venue sourcing and design to guest management, on-site coordination, gift bag curation, and media coverage—ensured a flawless,

memorable event experience.

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