PARIS — Biotherm plans to nurture its nature-meets-technology positioning next year with a plethora of products for men and women and three new spokesmodels.
The L’Oréal-owned treatment brand has signed models Sasha Pivovarova, Mirhé Grimmelmann and Tasha Tilberg to appear in advertising for its Aquasource, Age Fitness and Rides Repair product franchises, respectively.
It will also introduce Biosensitive, a skin care line for sensitive skin, globally in January, and Rides Repair Chroma-Lift, a complexion-enhancing antiaging collection, in April. Biotherm Homme, which will celebrate its 25th anniversary in 2010, is to introduce Force Supreme Neutralizer, an antiaging moisturizer, also globally in January.
Biotherm executives declined to discuss projections. However, industry sources estimate the brand’s novelties will together generate first-year sales in the region of 30 million euros, or $37.9 million at current exchange.
The surge of launch activity and the signing of the spokesmodel trio in particular underscores the brand’s modern edge, according to Charlotte Franceries, Biotherm’s international director.
“Biotherm is not just a nice, easygoing brand,” she said. “This shows there’s something happening, there’s innovation, and it’s a bolder brand.
“This is not a new positioning,” she continued. “The strength of Biotherm is the authenticity of the brand and the values it’s had for over 50 years. It is important that we don’t reinvent, but that we restage.”
Advertising campaigns featuring the new spokesmodels will begin appearing next month with the launch of Aquasource Biosensitive, with its image of Pivovarova. The six-unit line’s products focus on the needs of sensitive skin, which can be irritated by factors including climate, imbalanced diet, stress, pollution and hormonal fluctuations.
“Sensitive skin is unstable skin,” said Julien Moignard, Biotherm’s international marketing director for skin care. “Sixty percent of women shopping in selective distribution say they have sensitive skin.”
Aquasource Biosensitive includes a moisturizer in two textures, whose formula incorporates phyto-omegas 3 and 6 to strengthen cell membranes in skin and make them less permeable to outside aggression. Formulas include Biotherm’s signature thermal plankton ingredient, which is said to soothe irritation, redness and other symptoms of sensitive skin.
The line also comprises an eye cream; an antiflare-up mist; and an antiredness corrector, as well as Biosource Biosensitive cleansing milk and soothing spray mist. Prices range from 18 euros, or $22.72, for a 50-ml. bottle of SOS Anti-Flare Ups One-Minute Antidote Mist, to 42 euros, or $53, for a 50-ml. tube of Dermostabilising Hydrator.
Tilberg will front the ad for Rides Repair Chroma-Lift, a three-unit line, which is meant to counter skin discoloration and boost luminosity, while also having antiwrinkle and lifting effects. The line incorporates corrective chroma-spheres, which burst when applied to skin and release pigments that adapt to all skin tones and even out complexions, according to the brand. In addition, product formulas have pure silicium, which is said to regenerate skin’s support tissues, and bio-acid equalizers, which purportedly eliminate surface-color defects.
The line comprises Anti-Wrinkle Tensor, a firming cream; Ultra-Tensor Anti-Wrinkle Serum, with a lifting effect; and Anti-Dark Circle Tensor for the eye area. Prices range from 48 euros, or $60.60, for a 15-ml. tube of Anti-Dark Circle Tensor, to 72 euros, or $90.90, for a 40-ml. tube of Ultra-Tensor Anti-Wrinkle Serum.
Biotherm Homme’s Force Supreme Neutralizer is said to work on wrinkles even before they’re visible to the naked eye. The moisturizer includes an extract of centella asiatica, or tiger grass plant, which is said to repair microfurrows and impede wrinkle development, while thermal plankton is included to boost skin’s defenses and slow the deterioration of its support network.
The product will join Force Supreme Cream, which was introduced earlier this year. The line will be bolstered this month with the launch of an eye cream and in June 2009 with a moisturizing gel. Force Supreme Neutralizer will retail at 64.81 euros, or $81.80, per 40-ml. tube.
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