Biotherm, second division brand luxury of l ' Oréal behind Lancôme, will be under the spotlight at the end of the year. This brand of comprehensive care of the skin (face, body, solar, products for men...) based on a single ingredient, and 100 natural, pure thermal plankton, is working on a global repositioning of its lines. It wants to impose as the first brand to offer a "dermobiotique" in the cosmetic market.
Explanation: fifty years after the creation of the mark by biologists who extracted the plankton of the hot springs in the mountains, l ' Oréal has highlighted a new property of the estate. In addition to its soothing and hydrating effect, it can stimulate the defence system of the cells of the skin against external aggression (UV, pollution), and therefore to fight against aging. "This action is similar to those of the probiotic food on intestinal cells, which increase the defences of the body," said Lucien Aubert, Director of Biotherm research laboratories. This market, initiated by Danone Actimel with agri-food, today represents more than 2 billion euros of turnover. What do dream about l ' Oréal...
Lack of readability in France
It is after the discovery of this new effect of plankton on the skin, at the end of research with Stanford University in the United States, that the marketing teams are put to work. With an idea, take advantage of the current world to healthier products, to give a boost to the mark. France, it lack of readability, because it is sold in perfumeries but also in pharmacies, its network of sales to 1,000.
"Biotherm will reaffirm its natural, sustainable and responsible efficiency values of high way, says Guillaume Delesquen, the Director General of the trade mark. It's a true shift that should enable us to accelerate sales, at the time where we open new markets, such as the India and the Viet Nam end of 2007. "A challenge to which the new boss of the group, Jean-Paul Agon is very attentive, because he himself presided over the fortunes of Biotherm from France between 1989 and 1994.
If the mark appears more withdrawal in France, it is however very well. Its turnover to more than 90 international has doubled in the past seven years. Since 2004, it rose to two digits, with a flagship product, Aquasource, moisturizing properties. "We are eighth at the global level on the total market of care in the selective system, with a head in four countries: the Germany, the Austria, the Spain and the Netherlands resumed Guillaume Delesquen.". In Asia, we arrive in the trio of head.
Especially, the brand is the world leader for men care. A market that Biotherm launched in 1985 and on which he has kept its lead, despite strong competition, with the arrival of Clarins, Dior or Hugo Boss. For three years, he has contract an "Ambassador" very media, rugby player Frederic Michalak.
All of these lines will wear in 2008 a new logo on its packaging, "Dermobiotic, 100 natural". L ' Oréal will organize on this occasion a great communications campaign. "This discovery we opens up new possibilities, is the Director General. Why not the creation of products for older people, men or women, building both on the nature side and effectiveness