NEW YORK — Biotherm is taking to the streets to get the message out about its products.
With a specially outfitted 28-foot bus complete with makeup stations and a wall of Biotherm products, the brand is visiting local festivals and colleges in the tri-state area — as well as tooling around Manhattan — raising awareness and providing makeovers for consumers. The van will be traveling through November, noted Chris Harrison, general manager of Biotherm.
The brand is also gearing up to launch a raft of new skin care and color cosmetics products, many of which include the brand’s signature ingredient, thermal plankton.
The skin care lineup includes facial and body products, as well as an eye cream aimed at men. Abdo-Choc is a firming body gel intended to tighten and tone the abdominal area. It will roll out in May and will retail for $37 for 5.1 ounces. Acnopur Emergency Anti-Marks Smoothing Treatment is a gel intended to diminish facial acne scars. It contains salicylic acid and white clay, said to fight bacteria, and silica and kaolin, meant to help hide old scars. It launches in February and will retail for $11.50 for 0.5 ounces.
Oléo Source, a lineup of two moisturizing treatment products, launches in March. Oléo Source Elixir and Oléo Source Crème each contain a combination of active extracts of fruits and plants. Oléo Source Crème is a lightweight cream, which will retail for $46 for 1 oz.; Oléo Source Elixir, which can be used alone or in combination with the Crème, will retail for $48 for 1 oz.
In the Biotherm Homme line, the brand will launch Age Fitness Yeux, an antiaging eye cream targeted at men. It retails for $25 for 0.5 oz. and launches in July. Also in Biotherm Homme, the brand will launch Deo Control Roll-On, an antibacterial antiperspirant which launches in June and retails for $14 for 2.53 oz.
The brand has also added a sibling for its signature Aquasource moisturizer. Aquasource Nonstop is a rich version, enriched with fructose, glucose, amino acids, algae extract and Vitamins E and F. Two versions will be launched in May: a gel for normal/combination skin and a balm for dry skin. Each retails for $32 for 1.7 ounces.Biopur Matifying Fluid SPF 15, a light moisturizer said to control oil, tighten pores and protect skin. Launching in May, the product retails for $26 for 1.7 ounces.
Biotherm will launch Body Fitness, which it is calling the first antiaging firming body treatment, in July. The product is intended to firm and tone the skin with olive leaf concentrate and microdispersed olive wax and retails for $46 for 6.8 ounces. Pure Bright Illuminating Essence is a concentrated serum designed to even out skin tone. It retails for $46 for 1 oz. and will be available in June.
Four new self-tanners will roll out in April; each contain DHA, a self-tanning agent, as well as magnesium, calcium and alpha-hydroxy acids. Sunfitness Anti-Fatigue Radiance Suncare, a gel-cream self-tanner, is available in fair and dark formulations and retails for $20 for 1.69 oz. First Summer Days Cream Protective Self-Tanner SPF 12, a cream self-tanner, retails for $25 for 5.07 ounces. Sunfitness Protective Self-Tanner Tinted Cream SPF 15, atinted gel-cream, leaves a hint of color and a light shimmer on skin.It retails for $20 for 1.69 oz.
Biotherm is also making a number of additions to its color cosmetics collection, Skin Loving Colors, designed by editorial and runway makeup artist Ellis Faas. The spring color story is inspired by fantasy flowers, noted Harrison, of the bright greens, pinks, oranges and purples in the collection. These new additions include five shades of eye shadow, three eyeliners, three lipsticks, five lipglosses and two nail polishes, ranging in price from $10 to $15. The color collection launches in March.
Splash — ahigh-shine, nonsticky, high-gloss lipcolor formula — launches in July. The formula includes the proprietary Liss-Shine Complex, an extra-bright polymer designed to smooth lip texture and enhance sheen. The product will be available in 14 shades, retailing for $16 each.
Also coming to the Skin Loving Colors line are Smile Shine Duo Lights, a lipstick formula intended to deliver a sheer, pearlized color reflection effect. Six shades, each retailing for $15, will be available in July.
A new eye shadow range, Play On2, will also be added. The collection is comprised of 12 shades packaged as duos. Each duo will retail for $18 and will be available in April.Moisturizing Make-Up Base SPF 25 is a collection of three makeup bases designed to brighten and even out skin. One is said to neutralize redness, another to brighten dull skin and another to even out skin. They retail for $23 each and are available in June.
Finish Loose Powder, an ultra-light formula designed to even out skin tone and provide a matte finish, will be available in four shades. It will be launched in January and will retail for $26.
While Harrison wouldn’t comment on projected sales, industry sources estimated that the new introductions together could generate as much as $12 million at retail in 2004. The brand is now in about 150 doors in the U.S., including Macy’s, Burdine’s, Foley’s and Nordstrom, primarily in California, New York, Florida and Texas. The brand is also planning to open five new Macy’s doors in the New York area within the first half of 2004.
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