What were they thinking? L’Oreál, which has owned the Vichy trademark since 1955 the original Vichy company dates to 1931 evidently hopes you have a short memory, or only the sketchiest knowledge of World War II. On my finely calibrated Effrontery Scale, this is a couple of standard deviations beyond, say, vending Appomattox Ale from a taco truck in Charleston, South Carolina.
Friedman suggests alternate slogans; I recommend the note-perfect “Your Beauty Collaborator.”
A fine kettle of fish soup, guys.