Realising the benefit of advertising its SPF 50+ product to health conscious individuals frequenting 20 Planet Fitness gyms in the run up to summer, L’Oreal’s skin care brand Vichy has contracted targeted lifestyle communication specialist TLC as its media partner of choice.
 
To entrench its educational ‘ABC’s of Melanoma’ campaign, the Unlimited subsidiary showcases the Vichy Captial Soleil campaign across its national network of Standard Washroom Advertising Frames in the fitness environments for one month, driving home the importance of maintaining a healthy skin this summer.
 
The Vichy creative delivers a guide to preventing malignant melanomas through promoting the use of the correct sun care products, as developed by Vichy. The campaign recommends Melanoma Advisory Board endorsed Captial Soleil 50+ SPF as consumer’s best sun protection choice.
 
Brett Tucker, Joint MD at TLC says, “Placing the product in an environment which is home to the body conscious enthusiast provides a perfectly relevant synergy. Because the communiqué is delivered when these individuals are in a body care mindset, and when no other advertising can intervene, we’re confident that the desired awareness will be generated. The timing of this campaign is also ideal as consumers are starting to shed their winter woollies in preparation for the summer sun.”
 
According to the South African Melanoma Advisory Board (SAMAB) skin cancer is the most common and one of the fastest growing forms of cancer where light coloured skin and outdoor lifestyles dominate. South Africa has one of the highest monitored ultra violet levels in the world and therefore one of the highest skin cancer rates.
 
Captial Soleil protects against sun-induced skin damage, appearance of brown spots and sun-induced premature skin ageing. The formulas reinforce the skin's barrier function and helps reduce the appearance of shiny skin and surface regularities.