Vichy
Kære overgang

Vichy is a well-known and strong brand known for its quality and affordable products.
In 2024, they launched not just one series but three series of products specially developed based on studies of the skin when you hit menopause, just before and after.

But how do you talk about menopause when it hasn't really been something you talk about for decades. Vichy chose to tackle this challenge together with Alt for damerne, who have communicated confidentially with women for many years.

Alt for damerne chose to tackle it based on 3 parameters. To create information and create dialogue, to create a "safe space" to share in and to share facts and expert knowledge far and wide.
Together with AnnaMette Fuhrmann, we prepared 5 podcast episodes about this special transition in women's lives. All episodes consisted of both expert knowledge and a friendly and honest conversation with a personality that most people know.
Each podcast episode also became a small video that could be used as Meta and for SoMe.
We also interviewed some of the guests and wrote some longer articles for our magazine and online.

The last activity in 2024 was a larger event with 310 registered women (and one man). An evening with panel discussions, expert knowledge, sharing of difficult and fun experiences, knowledge about aids and solutions and much more.
- And of course we also shared highlights from the event on SoMe.

Creating a universe in which all three product lines are highly relevant and engaging.

Overall focus is the meta communication that underlined Vichys’ storytelling as a brand.

Together with Alt for damerne, Vichy became the co- creator of “kære overgang”– a podcast  series circling everything menopause related. In a fun and unformal way the host Annamette Fuhrmann and her guests takes women through different topics of menopause. Everything from hormones to skincare are covered by personal experiences and expert guidance.

The Podcast episodes did not stand alone. Throughout the months of podcast releases every episode was flanked by video content, SoMe assets, Digitorials and advertorials. All coming together in the end at a live event with 300+ women, a panel of experts and Vichy involvement.

The double endorsement of having experts in play and the introduction by Alt for damerne gave the best “quality-stamp” for new products produced by a high quality brand.

• Podcast episodes
• Video interviews
• Cut down video mata-assets
• Digitorials
• Advertorials
• Digital invites
• Live event