Reinventing before / after.

With Dermablend, the Vichy brand has been a pioneer in the high-coverage foundation market. Faced with the “no make-up” trend carried by powerful feminist discourses, the brand is looking for a positioning that allows it to maintain its leadership while conveying a progressive message.

Sweet Punk took Vichy Dermablend to unexplored territory, that of choice. By putting women and their desire at the heart of the discourse, the brand carries a strong speech and positions itself as an ally. The idea: not to stigmatize the brand or the will of the woman who remains at the heart of her well-being.

This brand territory is complemented by an idea as creative as it is useful: the creation of tutorials with a duo made up of the two prescribers who recommend the product the most, make-up artists and dermatologists. Each of the four problems is dissected by the two experts who distill their advice in the form of a routine.

To define the visual identity of this new voice, the agency took up the challenge of reinventing the “before / after”, initiated several years ago by Vichy.