Thursday, June 07, 2012

Have You Taken A "Booty Break" Today?


Vichy Asks Ladies to Love Their Derriere in a New Online Game and App

NEW YORK (June 7, 2012) /PRNewswire/ — Inspired by the bestselling CelluDestock skin-firming and anti-cellulite product, Vichy Laboratoires encourages women everywhere to take a “Booty Break.” The brand’s new digital initiative ( offers a provocative format for embracing one’s curves while appreciating the curves of their male counterparts along the way. It’s the ultimate tongue-in-cheek “booty call.”

Rolling out on June 7, “Booty Break” will launch across all digital platforms with a special site and complementary content on YouTube, mobile and social media. The website,, leads visitors to share, discover and download brawny bottoms of all shapes and sizes with a variety of ways to “shake your booty.” Viewers can scroll through an array of robust rear ends ranging from sporty and corporate to preppy and trendy with the option to have each gluteus maximus “slap,” “shake,” “dance” or “flex” to the tune of “Baby, Baby, Baby” by Make the Girl Dance.

After the initial “Booty Break,” the brand offers a “booty-loving” app with exercise tips from a fitness trainer as well as a complete array of abdominal and gluteal exercises in 30 second vignettes. The campaign also provides an exclusive offer for women to try Vichy’s CelluDestock, the skin-firming cream shown to visibly reduce the appearance of cellulite by smoothing and toning the skin — all with the goal of urging women to “Love Your Booty as Much as You Love Theirs.”

To create the “Booty Break” video and mobile app, Vichy teamed up with the Montreal-based digital firm, Tuxedo Agency, to create the playful, sassy and engaging digital platforms. They enlisted the help of eight “guys next door” who showed off their assets for the interactive website and the complementary mobile app, which offers a unique motivation to promote a healthy lifestyle. It features a sexy trainer demonstrating easy exercise moves and allows users to learn about Vichy’s body care products, chart their progress, and even earn rewards for a job well done.

“Our goal for the “Booty Break” campaign is to provide a provocative and engaging way to get women talking about their bodies in a positive way,” said Marianna Trofimova, Vice President of Marketing for Vichy Laboratoires. “But we also give them practical tips and complementary products to help them make the most of what they have. We want women to love the results and to love their booty.”

The Vichy Body Care line includes best-selling CelluDestock Intensive Treatment for the Appearance of Cellulite and NEW Destock Stomach Firming and Refining Abdominal Care. Vichy products are available at select Ulta, CVS/Pharmacy, Duane Reade and Walgreens locations and online at

In 2011, Vichy celebrated its birthday: 80 years of expertise and innovation in skincare! Created by Dr. Haller in 1931, from the heart of France, Vichy is among the first French doctor’s brands trusted by millions of women in Europe and around the world. All Vichy products are powered by remarkably antioxidant water from Vichy spring, 100 percent pure and naturally rich in 15 minerals. Its regenerating, soothing and fortifying properties have been scientifically tested. This water is then combined with cutting-edge ingredients such as Vichy’s new generation of Retinol, LHA or time-released Vitamin C in highly effective formulations. Vichy’s pleasurable and sensorial textures are skin-friendly, allergy-tested, paraben-free and all deliver clinically tested results for healthy-looking, beautiful skin.

Media Contact:
Niki Evans
Creative Media Marketing
(212) 979-8884

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