Vichy Laboratoires has broken into the beauty supplement market in a bid to further its stake in the integrative health landscape, extending its expertise beyond topical skin and hair care into nutricosmetics to further bridge the gap between dermatology and nutrition.
It is a bold, but not a surprising, move by the L’Oréal-owned dermocosmetics brand, as it is the latest iteration of the company’s longevity-focused strategic approach to ageing which began last year, moving from corrective to much more preventative care.
But Liftactiv Collagen Supplements debut is not Vichy Laboratoires merely jumping into a burgeoning market – it is a carefully thought-out strategic expansion which aligns with the label’s commitment over the past 95 years to combine dermatology and wellness through science-led beauty product offerings.
“Nutricosmetics is a strategic new category for Vichy Laboratoires, so these collagen supplements are just the beginning,” says Vincent Chauvière, Vichy Laboratoires Global Brand President.
“The [beauty supplements] market has become very interesting, [in Europe] it is estimated to be roughly €6bn, and growing quite fast.
“It is mostly a market done in pharmacies – and in European pharmacies, for example, the weight of the beauty supplements market is equal to the weight of the acne market, which is big.
There are already many offers [in beauty supplements], so if we go there, we have to come with something that we believe is super
“But, the other reason why we have been working on this launch is that if we want to lead in integrative health – this 360-degree vision – then we need to go beyond topical products.”
This nutricosmetics category debut also builds on Vichy Laboratoires ten-plus years of researching collagen, with the new daily dietary supplement for men and women said to help maintain overall health while supporting collagen synthesis.
The two-year-in-the-making formula has been developed by L'Oréal R&I, while for production, the group has collaborated with external partners “as we do with many products when we do not have the food production facility”, adds Chauvière.
Vichy Laboratoires Liftactiv Collagen Supplements were first unveiled to the industry at the brand’s immersive Longevity Clinic event in Paris, France, on 12 February, followed by an evening celebration at restaurant Maxim's.
Brand Ambassador, model and wellness advocate, Emily DiDonato (pictured above), was in attendance to help highlight the company’s acceleration of its 360-degree integrative health positioning.
Vichy Laboratoires Liftactiv Collagen Supplements
How Vichy Laboratoires plans to make a name for itself in nutricosmetics
Chauvière knew Vichy Laboratoires had to come in with a different kind of offering to stand out, which is why the brand’s supplements have been clinically tested and co-developed with dermatologists and nutritionists who are leaders in their fields.
“There are already many offers [in beauty supplements], so if we go there, we have to
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