The skin care brand, which bases its products on thermal spring water, plans to introduce Skin Loving Colors, a 217-unit color cosmetics line, this fall.
The move is meant to add color to the L’Oréal-owned brand’s business, which posted sales of $263.45 million in 2001, up 11 percent over the previous year. Industry sources estimate that the makeup line could ring up $49.5 million in wholesale volume in 2004, when a substantial part of its rollout will be complete.
"Biotherm has developed a lot in skin care, body care and men’s products, so makeup is a natural evolution from a business point of view," said Jean-Marc Mansvelt, international marketing manager for Biotherm, noting that consumer demand also encouraged the brand to enter the makeup scene. "Secondly, it’s an opportunity to address a new clientele with the line’s very young and modern side, it gives the brand a trendy edge."
"Our mission is to recruit young people to selective products and to be accessible in the world of selective perfumery," added Valerie Chapoulaud, international development manager for the brand, adding that Biotherm’s target customer is aged between 20 and 35.
The positioning of the makeup line, in terms of pricing and product organization, is meant to make the line accessible to young people and women who don’t already use makeup, said Mansvelt. The products are meant to be easy to mix in order to give different cosmetic effects and foundations are classed by skin type to avoid confusion.
Mansvelt explained that the concept behind the line is a synthesis between skin care and color. Like the skin care line, makeup products contain pure extract of thermal plankton, trace elements and vitamins. They also feature UV filters.
"It’s a fusion of two different worlds," said Mansvelt, who added that the sensorial aspect of the products was also an important element in the construction of the line.
"The sensorial aspect was not only important in terms of pleasure of touch and application, but also for ease of use. Even the most amateur user can be in control and create natural or sophisticated looks; it’s 100 percent mistake proof," he said.The line comprises three types of foundation — Sense for mixed skin types, Sense Comfort for dry skin and Sense Matte for oily skin.
The 40-shade collection of eye shadows is called Play On and includes a line of three loose sparkling powders, called Play On Free.
Smile, the lipstick range, comprises three subcategories: Smile Shine, a line of 22 high-shine colors; Smile Deep, eight long-lasting shades, and Smile Satin, 20 satin-finish lipsticks. The lineup also includes 10 lip glosses, called Glossy Shine.
The Open collection includes three shades of mascara.
Skin Loving Colors also includes seven shades of blush, a five-shade line of pressed powders, 18 shades of nail polish, three concealers and eye, lip and eyebrow pencils.
Prices range from $14.95 for a 3-gram eye shadow to $26.75 for a 12-gram pressed powder compact.
All prices have been converted from the euro at current exchange rates and are for Europe.
Skin Loving Colors was created in collaboration with makeup artist, Ellis Faas. While seasonal makeup looks are planned, they are unlikely to appear for about a year, Mansvelt said.
The line will be introduced first in Biotherm’s store in Hong Kong’s Festival Walk mall Aug. 28. France, Germany, Scandinavia, Spain and Portugal will get the line in late September, while a U.S. launch is expected in early 2003. Advertising for Skin Loving Colors, created by Publicis advertising agency, will break at launch.
"The advertising is intended to express the two strong dimensions of the brand — design, through the modern, trendy and very feminine packaging and the [sensorial aspect] of the formulae," Mansvelt said.
While Biotherm executives would not reveal additional details, Mansvelt noted that the ads will not feature a model and text will highlight the skin care aspect of the line. The campaign will include single- and double-page ads, as well as gatefold spreads. A sampling campaign will include 5-ml. tubes of foundation.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews