By  on September 3, 2010

LONDON — Biotherm is aiming to take a fresh approach to skin care with a treatment line concocted for women in their 30s. Dubbed Skin.Ergetic, the three-unit collection, which includes a serum blended by the user before its first application, was developed to treat the signs of fatigue.

The introduction is a significant event for the L’Oréal-owned brand, which prides itself on marrying science with nature, according to Charlotte Franceries, Biotherm’s international managing director.

“The idea is to reincarnate Biotherm in a better, more modern way, with the values we already have,” she said, stressing the need to underscore the brand’s creed.

For instance, Biotherm is using natural ingredients to purportedly boost skin’s ability to respond to aggressions and stimulate mitochondrial activity. Improper functioning of mitochondria, which act as a source of cellular energy, causes skin to show signs of fatigue, such as a loss of radiance and an uneven complexion.

Biotherm is touting a broccoli extract rich in sulforaphane, which is said to stimulate production of NrF2, an antioxidant protein, as a means to combat fatigue. The extract, in powder form, is added by the user rather than blended at the brand’s manufacturing plant so as to preserve the unstable ingredient’s potency.

“The last-minute activation guarantees the complete freshness of the formula and its best efficacy,” said Franceries.

The broccoli extract along with other key ingredients, including soy protein and botanical cells extracted from apples, were chosen to cater to the skin care needs of women overstretched by modern lifestyles.

“We realized more and more customers aged 30 to 40 were telling us they have issues and they could either have a moisturizing product that’s not corrective enough or an antiaging line,” said Franceries. “When she sees signs of fatigue, she doesn’t want them to turn into signs of aging.”

As well as the serum, the Skin.Ergetic line comprises a day cream, which includes a cocktail of antioxidants derived from fruits and vegetables, including lycopene from tomatoes and polyphenols from grapes and pomegranate, and a night cream that features extracts of tea, ruscus and buckwheat wax, in their formulas.

The products will launch at counters in Europe in October and Asia in January, and in Canada and online in the U.S. beginning in October. In France, a 50-ml. bottle of serum will retail at 49 euros, or $64 at current exchange, while the day and night creams will be priced at 45 euros, or $59 per 50-ml. jar.

While Franceries declined to discuss projections, industry sources estimate Skin.Ergetic will generate first-year wholesale volume of $35 million.

The launch will be supported by a single- and double-page advertising campaign. Twenty percent of the line’s media budget will be spent on digital marketing.

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