Inspired by its bestselling CelluDestock skin-firming and anti-cellulite product, Vichy Labora

• Inspired by its bestselling CelluDestock skin-firming and anti-cellulite product, Vichy Laboratoires wants women everywhere to take a “Booty Break.” The brand’s new initiative (www.bootybreak.com) offers a provocative format for embracing one’s curves while appreciating the curves of their male counterparts along the way. It’s the ultimate tongue-in-cheek “booty call.”

Rolled out on June 7, “Booty Break” will launch across all digital platforms with a special site and complementary content on YouTube, mobile and social media. The website leads visitors to share, discover and download brawny bottoms of all shapes and sizes with a variety of ways to “shake your booty.” Viewers can scroll through an array of robust rear ends ranging from sporty and corporate to preppy and trendy with the option to have each gluteus maximus “slap,” “shake,” “dance” or “flex” to the tune of “Baby, Baby, Baby” by Make the Girl Dance.

After the initial “Booty Break,” the brand offers an app with exercise tips from a fitness trainer as well as a complete array of abdominal and gluteal exercises in 30-second vignettes. The campaign also provides an exclusive offer for women to try Vichy’s CelluDestock, the skin-firming cream shown to visibly reduce the appearance of cellulite by smoothing and toning the skin.

“Our goal for the “Booty Break” campaign is to provide a provocative and engaging way to get women talking about their bodies in a positive way,” said Marianna Trofimova, VP of marketing for Vichy Laboratoires.

More info: www.vichyusa.com