Vichy: brand history

What year was the Vichy brand founded?

This simple question can be answered in one word – in 1931. But in fact, the history of Vichy began in the days of Asterix and Obelix – BC. On the way home from Gaul to Rome, Julius Caesar discovered warm springs on the banks of the Allier River and forced the soldiers to bathe in them. And – lo and behold – the battle wounds began to heal almost before our eyes! Then, by the highest command of the greatest of emperors, the new ruler of these lands and magical waters, a thermal spa was founded – probably the very first in Europe.

Centuries passed, with the departure of the Romans, the glory of the town with a name that vaguely resembles the modern “Vichy” gradually faded. Gilded antiquity was replaced by the Middle Ages. Miraculous springs turned out to be imprisoned in monasteries and castles that grew up on the banks of the Allier. They belonged – no more, no less – to the first of the Bourbon family, whose descendants wore the crowns of almost all European states and, by the way, reign to this day. The most famous source of Vichy is still called Celestine (La source des Celestins), because it is located on the territory of the former monastery of the Celestines – its gray ruins still guard this miracle of nature.

He died many times in wars and the small town of Vichy was revived. But amazing springs were constantly beating in his heart. Finally, at the very end of the XNUMXth century, Henry IV of Bourbon received the French crown, and Vichy received a new round of royal history. By decree of the king, the General Administration of Mineral Waters was created, and in Vichy itself, the construction of a pavilion with two baths under the “modest” name “King’s House” began, where marquises, counts, dukes, barons healed traces of military and dueling prowess, and ladies sought to get rid of shortcomings in appearance and will take age, as well as boredom and loneliness. This prosperity lasted for almost two hundred years. And already at the end of the golden age of France, the aunts of Louis XVI, great admirers of the healing properties of Vichy, even managed to persuade their reigning nephew to carry out some architectural improvement of the old resort, to adjust it, so to speak, to the requirements of the time.

The French Revolution and the subsequent accession of Napoleon proved far less tragic for Vichy than for most of its regulars. Here, the emperor’s mother Letizia Bonaparte was happy to improve her health. And in 1812, yearning for warmth after the Russian frosts, Napoleon signed a decree on the creation of the Park of Springs exactly in the form in which we see it today. The Bonapartes loved Vichy no less than the Bourbons, which had a very favorable effect on the fate of the city: beautiful mansions, hotels where Napoleon III and his retinue liked to stay, music salons where Isaac Strauss himself conducted for many years. The local casino regularly replenished the city treasury. From year to year, from decade to decade, Vichy, fed by wonderful springs, prospered.

And in 1931, a new stage began in the history of thermal waters – they flowed beyond the borders of their native town …

Who founded the Vichy brand?

After all, it was then that Vichy cosmetics was born – his brand. To this day, the Vichy laboratories are located in Asnières, a suburb of Paris, in the former factory of Les Parfums de Grenoville. By the way, before becoming a perfume factory, the factory was knitwear and belonged to Coco Chanel herself!

Prosper Allaire and Georges Guerin decided that female beauty should be taken care of with scientific thoughtfulness and doctoral caution. In 1931, they created the Vichy Dermatological Hygiene Society, where they developed the “Vichy Secrets” – 8 care products for dry, very dry and oily skin, of course, based on thermal water. For the first time, different products were proposed for different skin types.

“Secrets of Vichy” not only moisturized, nourished, softened, they were recommended as a basis for catastrophically loose and drying makeup of that time. For forty years, until the 70s, they enjoyed well-deserved popularity, and trust in the brand was passed from mother to daughter.

History of the Vichy brand

Let’s list the main milestones.

30-e

“Vichy is the source of beauty” – such an inscription, as well as an elegant statuette depicting a lady in an antique tunic, posing her face to the magical waters of the source, accompanied the display cases with Vichy products, which could soon be found in almost any French pharmacy. And always with a reference: “The pharmacist is your good adviser. Ask what kind of care your skin needs. Scientific knowledge will allow him to choose the right means for your beauty.

In the very first years of the existence of the Vichy Society for Dermatological Hygiene, the eight “Secrets” were joined by a whole range of tonics and lotions for literally all occasions: for tired and irritated skin, for softening and strengthening, etc. Decorative cosmetics appeared, ennobled with energy and protective properties of thermal waters.

40-e

The founding fathers of Vichy dared to look at women below the face and thought about cosmetics for the body, and soon released tanning oil and even self-tanner, as the advertisement said, “with a stocking effect.” Soon, Vichy laboratories, based on the latest scientific discoveries, created a revolutionary slimming cream for that time.

Vichy becomes the first cosmetics brand to start talking directly to its customers – publishes regular brochures “Beauty Tips”, a kind of dialogue with the woman of his era.

A constantly expanding range of products is sold in pharmacies, large stores, perfume shops throughout the country and reinforces an already established reputation.

50-e

The 50s are the cradle of glamour. But Mr. Guerin cherishes the principles that inspired him to create the brand more than twenty years ago: a scientific approach, guaranteed safety, attentive attention to the needs of today’s women. Advertising slogans persistently emphasize the brand’s peculiarity: “True beauty is, first of all, skin health.”

In August 1955 (the brand is 24 years old, the right age for a decisive change in fate) Vichy merges into L’Oréal, a company with half a century of history. L’Oréal founder Eugène Schuller and his partner François Dall are delighted to add such serious, effective products to their arsenal.

60-e

Vichy as a manufacturer makes new launches almost every month. And not a single product of the Vichy range duplicates another, but only complements! “If you follow our advice, designed especially for you, your beauty will bloom every day!”

Vichy opens beauty institutes throughout France. Through the efforts of specially trained estheticians working here – in fact, the first cosmetologists – every woman who crosses the threshold can feel like a model. And at the exit, the visitor will find a brochure from the “Let’s talk a little about you” series with many useful tips and little discoveries about proper skin care.

70-e

In 1973, the brand was headed by our former compatriot Igor Deminov. And he decided to return to the roots, to the first precept of Vichy – a serious scientific approach. Salvation again became water, although not thermal. Aqualia is the first for the brand not only a moisturizing, but also a moisture-retaining cream, or rather, an emulsion. The launch was accompanied by an explanation and a whole information campaign about how dehydration occurs, why the skin needs moisture and where it goes. It was a revolution! To this day, the Aqualia Thermale line, related to that Equalia, is present in the brand’s portfolio.

80-e

Hundreds of patents for discoveries and inventions are stored in the Vichy archive, creams with collagen, elastin, enzymes, and all kinds of other active substances. The latest scientific news, the newest interesting components were carefully checked and, turned into creams and emulsions, sealed in jars and bottles with the brand logo to immediately please women, and soon men, for whom effective cosmetics were also invented.

90-e

Just as a person begins to appreciate his origin and family history more and more over the years, so Vichy in the 90s returns, literally, to the origins – more precisely, to the sources. Since 1995, all Vichy products have again contained the thermal water from which this story began. The effectiveness of Vichy water has been confirmed by numerous scientific studies.

XXI century

Constant scientific research combined with environmental and social responsibility. Production from year to year takes steps towards the greatest environmental friendliness. By the way, you can still breathe in the clean air of Auvergne and enjoy your stay in Vichy spa hotels to this day.

Cosmetics Vichy

In the Vichy collection, everyone will find the right product for themselves. It is constantly updated with innovative cosmetics for different skin types and different needs.

New Vichy 2018-2019

Daily Serum Gel for Affected Skin, Mineral 89 89% consists of thermal water. It also contains hyaluronic acid to keep the skin hydrated. Suitable for all skin types.

Revitalizing and firming treatment for the skin around the eyes Mineral 89 also contains 89% concentration of thermal water. Toning caffeine is added to hyaluronic acid, which is included in the formula for facial skin.

Normaderm Phytosolution Dual Action Corrective Care in addition to components for gentle care of problematic skin prone to imperfections, it also contains hyaluronic acid for reliable skin hydration.

Hyaluronic mask in the form of patches for the skin around the eyes LiftActiv contains 160 microdoses with hyaluronic acid. The patches reduce wrinkles around the eyes. Also suitable for use in the area of ​​nasolabial folds.

Antioxidant Bi-Phase Sun Spray, SPF 30, Idéal Soleil not only protects against photoaging and sunburn, but also cares for the skin. And for the fight against the manifestations of photoaging, in addition to the complex of sun filters, the antioxidant blueberry extract is responsible.

Revitalizing hair mask Nutri Protein, Dercos Nutrients

The hair care line has been replenished with new Dercos Nutrients formulas enriched with nutrients. The mask helps to restore hair and give it smoothness and shine, contains healthy oils.