NEW YORK — Biotherm is introducing a light moisturizer said to include all the benefits of a thick cream with the fall launch of Moisture Intense Guard.
“In the marketplace, customers are going for a moisturizer with a heavier texture,” said Roberta Weiss, senior vice president of marketing at Biotherm USA. “Customers don’t need a heavy cream to feel hydrated. What they need is to keep the moisture in. [The cream] is a combination of intense hydration and protection from moisture loss.”
Moisture Intense Guard, 1 oz. for $32, is designed to protect skin from dehydration and retain its optimum moisture level. Launching in October, the hydrating formula contains Himalayan Pink Salt, an ingredient with over 70 minerals said to boost the skin’s natural metabolism and improve skin quality by maintaining the moisture level. The new cream also includes Bio-Polymer, an ingredient inspired by contact lens technology known for retaining moisture, and Biotherm’s patented Vitreoscilla Ferment, found in all of Biotherm’s skin care products, intended to smooth and balance the skin.
“This is an oil-free solution for women with dry skin that want hydration without being greasy,” said Weiss. “We see this as the next generation of hydration that can be used for all weather conditions.”
For the first time, Biotherm, which is owned by L’Oréal, has created a facial skin care product tailored to the U.S. and U.K. markets that will be sold only in those two countries.
“Biotherm is at the forefront of this breakthrough technology where we’re able to mimic the functioning of a cell membrane. There are few products that hydrate and have insulation power without having a heavy texture of a rich traditional cream,” said Catherine Roggero, general manager of Biotherm USA.
Biotherm targets a wide consumer base, generally between the ages of 25 and 45. The moisturizer will launch in 300 doors, at Macy’s, Nordstrom, Sephora, Bath & Body Works, C.O Bigelow, ULTA, Biotherm stores and at biotherm.com.
Although there will be no print advertising, the company plans to sponsor promotional events titled “All Weather Wear” and launch a direct-mail and sampling program to distribute 400,000 items.
Industry sources estimate Moisture Intense Guard will bring in about $1 million in first-year retail sales.