EXCLUSIVE: Emily DiDonato Is Fronting Vichy Laboratoires

Emily DiDonato is Vichy Laboratoires’ new global brand ambassador.

The multihyphenate model and wellness advocate is to feature in the dermocosmetics brand’s new skin and hair care campaigns. DiDonato will also serve as Vichy’s social media voice.

“I feel the Vichy innovations and campaigns always capture this link between health and beauty, which I fully advocate for,” DiDonato said in a statement. “Vichy is an iconic French dermo brand that empowers people to become the healthiest versions of themselves, and I’m very excited to show you what we’ve been up to.”

The brand is in expansion mode.

“Things are really accelerating at Vichy right now,” said Vincent Chauvière, global brand president of Vichy Laboratoires. “We’re growing, but also reaffirming our brand purpose around our health-boosting focus.

“This is a great opportunity to truly own the connection between health and beauty, and bringing on a new global face now cements how serious we are about this ‘inside-out’ approach,” he continued. “It’s all about genuinely boosting your ‘beauty capital,’ and supporting your long-term health and longevity.”

Vichy champions integrating science-backed skin, scalp and hair health formulas with wellness practices, such as nutrition, fitness and mental health, to boosts overall health benefits.

Chauvière said signing on DiDonato was a no-brainer.

She began modeling at age 17 and swiftly became the face of international campaigns. DiDonato has appeared on catwalks for major fashion houses and has featured in publications such as Vogue, Elle and Harper’s Bazaar.

While modeling, her interest in wellness led her to become certified as a nutrition coach and yoga instructor. Then she launched into content creation, tapping into her experience in fashion and beauty. Today, DiDonato has more than 4.6 million social media fans.

She learned about Vichy while visiting French pharmacies during her modeling years. DiDonato began using the brand’s products, including from the LiftActiv Collagen Specialist 16 range and Dercos’ Anti-Dandruff formulas.

“We were looking for authenticity, and Emily totally embodies this health-boosting approach,” Chauvière said. “Her passion for wellness and holistic health, her certifications as a nutrition coach and yoga instructor, and her really engaged audience made her the perfect choice globally. And she has been a true Vichy products lover for a long time.”

DiDonato will first appear in Vichy’s new campaign this year for the Collagen 16 Bonding Serum, which is among the brand’s hero skin care products. Following that, she’ll be in advertising for Collagen Supplements, alongside Vichy nutrition ambassador “Glucose Goddess” Jessie Inchauspé.

Chauvière said this year Vichy is pushing hard in medical hair care with Dercos.

“It has recently become the number-one anti-dandruff brand recommended by dermatologists worldwide, and we are now diving deep into the hair loss concerns with innovations focused on hair longevity, like our Dercos Aminexil Clinical R.E.G.E.N. Booster Serum and our brand new Dercos Collagen 17, a complete routine to tackle hair loss due to breakage,” he said.

Concurrently, Vichy remains focused on its LiftActiv Collagen 16 franchise, including a new Eye Serum to its vegetarian eggshell Collagen Supplements.

“Our first ‘In & Out” collagen protocol is truly a game-changer, solidifying our leadership in integrative health,” Chauvière said. “So, expect bold moves and continued expansion in both what we offer and where we reach.”

Vichy products are recommended by more than 80,000 dermatologists worldwide. The brand is owned by L’Oréal.