By and  on February 17, 2006

NEW YORK — Biotherm is set to launch a newly reformulated version of its Source Therapie skin-perfecting serum this May.

Source Therapie Superactiv, as the new serum is called, is designed to reduce premature signs of aging and is touted as a "vitamin prevention" product that is meant to hydrate, strengthen and soothe the skin, while reducing redness and irritation. L'Oréal-owned Biotherm targets an ethnically diverse consumer base, generally between the ages of 25 and 45.

"It's the essence of our brand, which focuses on skin technology," said Catherine Roggero, general manager of Biotherm USA, while discussing the new serum. "The product is designed to help the skin do what it originally wants to do."

The serum's key technology is a proprietary ingredient called vitreoscilla ferment, an ingredient used in most of the company's treatment products, including the original Source Therapie, launched in 2002. However, this reformulated serum, which is designed for all skin types, contains a higher concentration of the ingredient and additional minerals and hydrators.

"The active rejuvenator is the basis of source therapy," said Roberta Weiss, senior vice president of marketing for Biotherm USA. "It is a huge breakthrough to learn that keeping skin balanced and working as an effective natural barrier helps skin to be better prepared to resist the visible signs of premature aging."

Weiss, who noted the serum is intended for two daily applications on clean skin, claimed results are apparent in "less than a week" adding, "the skin looks more refined and has a natural radiance and glow to it."

Biotherm was founded more than 50 years ago by a French biologist, who discovered the vitreoscilla ferment ingredient, a natural microorganism found in thermal springs in the French Pyrenees. At the time, it was used to heal wounds.

"This product is at the core of who we are as a brand," said Weiss. "It carries our history because its main premise is that it's a concentrate of the original ingredient that was the beginning of the brand. The basis of everything that we sell is about skin rejuvenation, revitalizing, soothing and balancing skin."

According to Weiss, Biotherm's consumer research showed that women view Biotherm as "a brand about science," one that's intelligent and speaks to them in an honest, open way. However, U.S. consumers are still getting acquainted with the products.

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