Neovadiol

The communication project for Vichy's new Neovadiol cream must address a delicate and often overlooked topic, such as menopause, in an empathetic and respectful way.

Since the target audience consists of women aged between 45 and 80, it is crucial that the brand's message does not merely promote the product, but also conveys a strong sense of support, understanding, and acceptance.

To develop an effective communication strategy, we analyzed three direct competitors: Eucerin, Lierac, and SVR, which operate in the dermocosmetic market with a similar focus on well-being and skincare during menopause. Additionally, we drew inspiration from three comparables outside the dermocosmetic sector: Nivea, Triumph, and Tena. These brands provided valuable insights on how to address topics related to femininity, intimacy, and body acceptance, all of which are crucial for our target audience.

This brand analysis helped us shape a communication strategy that not only emphasizes the scientific efficacy of the product but also focuses on the importance of normalizing the conversation around menopause, approaching it in an authentic and inclusive way.

Based on a qualitative analysis, including a questionnaire and interviews, we understood that menopause is a significant phase in a woman's life, but it is often experienced with anxiety and insecurity due to the physical and emotional changes it brings. There is a lack of information from doctors, and women face conflicting emotions... the only constant is the support of friends who have experienced or are going through this moment.

For this reason, the campaign "Between Friends" was created, a project that aims to:

• Positivity: Instead of treating menopause as something to be hidden, the message can promote the idea that it is a natural phase of life, which can be experienced with serenity and self-care.
• Educate: The brand can provide useful information on menopause, skin changes, and how to care for it, creating a narrative that offers practical support rather than just product promotion.
• Breaking the Taboo: The campaign can help break the stigma around menopause, emphasizing that there is nothing to be ashamed of.
• Dialogue: The goal is to create an open and understanding environment where women feel free to talk about their symptoms and experiences without shame or judgment.
• Generational Exchange: A key visual that explains the campaign concept is the passing of knowledge between generations of women who are either approaching or experiencing menopause. A "conversation between friends" in different stages of menopause, where they offer advice on how to best navigate it and perceive it as a natural life transition.

Communication Channels:

• Website:

Open the section "Expert Advice - Menopause" to increase the informational value and support of the site.

Open the section "Between Friends", creating a forum for sharing videos, experiences, and questions, with the goal of increasing engagement and building a community.

• Instagram:

Launch the @neovadiolitalia page, with the aim of increasing engagement and strengthening the community through social networks.

Launch #BetweenFriends.

Use influencers: feature real women of different ages (from 45 to 80) who share their personal stories on how they face this phase, highlighting diversity and authenticity.

• Pharmacies:

Set up a desk where customers can take a skin test.

Offer direct consultations with professionals, allowing customers to share doubts and engage in dialogue with experts.

• Outdoor Events:

Organize pottery workshops and yoga classes: the goal is to bring women together, create a community, and provide a safe space where they feel free to engage in conversation.

Finally, the communication project for Neovadiol cream should be based on an empathetic and inclusive approach, offering a safe and supportive space for women going through menopause. The message must be clear: Vichy not only provides a product, but is committed to accompanying women through this stage of life with respect and understanding, helping them feel beautiful and confident.