MILAN — Bioderma, the French skin and hair care brand, is making a push in Italy.
Created by pharmacist Jean Noel Thoral in 1985 in Lyon, the privately owned beauty company’s sales swelled to 80 million euros, or $117.6 million at average exchange, in 2008, and the assortment is distributed in 60 countries.
In Italy, Bioderma is distributed in 200 pharmacies, but the brand is hoping to double that figure by the end of the year, as well as increase its sales here from last year’s figure of 3.8 million euros, or $5.3 million, to 4.5 million euros, or $6.3 million at current exchange.
To achieve that, the brand has appointed an Italian dermatologist to liaise with in-house experts who, in turn, explain Bioderma’s products at new points of sale.
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“We think it’s a reasonable goal for the brand,” said Marina Vernet, brand manager for Bioderma in Italy. “In Italy the pharmacy channel has come to be an important one for beauty.”
Vernet said Bioderma has developed an Italian Web site. Interested consumers send an e-mail or complete a form online describing their skin condition, and the company responds by mailing out corresponding treatment product samples.
“Once consumers try our products they are prepared to seek them out and buy them,” Vernet contended.
Bioderma, which comprises six lines aimed at specific skin problems, includes one dedicated to the hair and scalp. The beauty brand’s star product is a makeup remover called Sensibio H2O. Lauded by makeup artists, the clear liquid, for sensitive skin, is often seen backstage at fashion shows.
In fall, Bioderma will launch White Objective, a four-item line of skin care products for discolored skin. The line is priced from 18 euros, or $25.15, for a cleanser and 40 euros, or $55.90, for a night serum.
“We chose a fall launch date because there will be many people returning from their summer holidays with problems with sunspots,” said Vernet. Plus, “Italians love to use tanning beds.”
Apart from Italy, Bioderma also has its sights set on expanding in other markets this year, after recently opening in Portugal, Romania and Switzerland.
Bioderma is also in talks with a distribution partner for the U.S. market.