To communicate the launch of Aqualia Anthiox, Vichy used a micro-marketing strategy.

Aqualia Anthiox is a moisturizing, antioxidant and pro-youthfulness treatment.

The action took place in Rome and Milan; the target are young and  well off women,   with particular life and consumer styles. Some clear plastic bags have been distributed in areas where the target audience lives in and they have been hung at the door handles. Each one  contained a special kit.

The packaging of this one consisted in an ice cream tray of polistyrene to underline whether  the freshness of the product and it has to conserve in fridge.  At the inner of this packaging, there was a tissue paper, introducing “Fresh cosmetic”  concept and a 3 euro discount ticket for buying a product and an informative leaflet about the array of the products.

The discount tickets are personally identify  the nearest chemist’s shops that  join the initiative.

This micro-marketing action is a sort of door to door sale, but from a viral viewpoint.