NEW YORK — Biotherm is out to give thirtysomething women a lift — literally — with its newest moisturizer.
The brand will unveil Biotherm Lift, being touted as a firming and lifting hydrator, on Dec. 26. Its target user is expected to be women from their mid-30s to their mid-60s — a new age target for the brand, whose current core consumer is in her late 20s to early 30s, noted Catherine Roggero, the brand's recently installed general manager. Roggero joined the brand in June from sister brand Kiehl's; she replaced Chris Harrison, who was named general manager of military sales for L'Oréal USA's Luxury Products Division this spring.
Biotherm Lift's key technology is its proprietary Bio-Elastide, a formula based on the brand's signature thermal plankton that is intended "to protect skin's elastin and visibly lift skin," said Roberta Weiss, senior vice president of marketing for Biotherm USA. It's combined with expansion biopeptides — which Weiss likens to sponges that expand to fill in wrinkles — and silica microcrystals to minimize skin discoloration.
Biofirm Lift will retail for $45 for a 1.7-oz. jar and will be available in two versions, one for dry skin and one for normal skin.
While the product will be the most expensive stockkeeping unit in Biotherm's range, it is still reasonably priced by the standards of the prestige beauty market, Weiss pointed out. "We're intentionally trying to keep the price points moderate so that we are able to be accessible to a wide group of consumers," she said.
While neither Roggero nor Weiss would discuss sales projections, industry sources estimated that Biotherm Lift would do about $1 million at retail in the U.S. in its first year on counter. Biotherm currently does no national advertising, although Biotherm Lift will have a heavy sampling campaign intended to disseminate more than 20,000 samples at launch, said Weiss. The brand also will spotlight Biotherm Lift on its Web site.
Biotherm has been steadily expanding its reach nationally over the last several years. However, Roggero noted that the brand is in no hurry to blow out door count. Biotherm's doors are currently, for the most part, department and specialty stores located in California, Texas, Florida and New York, including Macy's, Nordstrom and Foley's. As well, the brand launched its second U.S. freestanding store in June, in Brea, Calif.; its first U.S. freestanding store opened in nearby Glendale, Calif., in December 2004.Biotherm also is headed into Bath & Body Works flagships and into Sephora doors, and launched an e-commerce site, biotherm-usa.com, last year. By the end of September, the brand will be in a total of 270 U.S. department and specialty store doors.
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