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Biotherm Homme, the men's arm of the L'Oreal-owned Biotherm brand, will introduce Anti-Rides Line Peel, a daily antiwrinkle treatment for men.

PARIS — Biotherm Homme may just be turning 20, but it is already focusing on wrinkles.

Biotherm Homme, the men’s arm of the L’Oréal-owned Biotherm skin care and makeup brand, celebrates two decades in business this year. To fete the anniversary, it will introduce Anti-Rides Line Peel, a daily antiwrinkle treatment for men.

Executives believe it will tap the burgeoning market for men’s skin care.

“The market has exploded,” said Lucien Barabon, group manager at Biotherm Homme, at the product’s launch here. “The new man has arrived. There are no longer taboos.”

The new man Biotherm is aiming at with the peel is between 35 and 45 years old.

“The target customer is selective, urban, a trendsetter, very demanding,” said Anne-Gaelle Kerdranvat, marketing director for L’Oréal’s Biotherm, Cacharel and Guy Laroche brands in France. “The new male consumer knows the skin care market, wants the highest technology and is less loyal.”

Tamim El Mili, managing director of Biotherm-Cacharel-Guy Laroche France, said the brand is crossing a new frontier, betting on technology to woo male consumers.

The cream is crammed with high-tech ingredients. While it acts as a moisturizer, it also contains a bio-peeling system, which comprises a combination of exfoliating agents, including dermatological peel staple glycolic acid. The product also contains enzymes, said to reactivate the skin’s natural self-regenerating process; silicium, and hydrating agents.

A 50-ml. jar of the cream will sell for 54.70 euros in France, or $65.61 at current exchange.

It will hit shelves in France this month, and will roll out to Europe by the end of the year. Its U.S. introduction is slated for April, and will be followed by an Asian launch in September.

Within a year, Biotherm intends the product to represent between 8 and 10 percent of Biotherm Homme’s turnover, according to Kerdranvat.

L’Oréal executives declined to discuss projections, although industry sources estimate the product could generate up to 1 million euros, or $1.2 million.

This story first appeared in the October 14, 2005 issue of WWD. Subscribe Today.

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