Biotherm is hoping its new moisturizer makes a “Healthy Difference” for consumers looking to try something new.
“In the past, we created problem-solution-oriented moisturizers that addressed very specific issues — whether for dehydrated, aging, oily or sensitive skin,” said Roberta Weiss, senior vice president of marketing at Biotherm USA. “There wasn’t a general health product out there that addressed how to keep your skin healthy. This is our first moisturizer positioned for healthy skin.”
Healthy Difference, being launched exclusively in the U.S. in February, is designed to strengthen the skin’s natural defenses and restore its vitality, giving it a smoother, softer and more radiant appearance. Available in both normal/oily and dry formulations, the lightweight daily moisturizer, 4.2 oz. for $24, contains artemia extract, a marine-based antioxidant that strengthens the skin by defending it against free radicals, and eight nutrients including zinc, copper, fructose and glucose. The formula also contains Biotherm’s patented Vitreoscilla Ferment, found in all of Biotherm’s skin care products, intended to smooth and balance the skin. The moisturizer will be launched in over 300 doors, at select Macy’s, Nordstrom, Bath & Body Works, C.O. Bigelow, Ulta and Biotherm stores and at biotherm-usa.com.
“It’s like taking care of your body by taking a daily multivitamin. We want customers to think about the way they take care of their skin, by feeding and nourishing it,” said Weiss.
According to Weiss, Biotherm intends to recruit a new customer with Healthy Difference. With the tag line, “Healthy never looked so good,” the in-store displays feature a Hispanic model to reflect the brand’s multicultural identity in the U.S. Weiss said that almost 50 percent of Biotherm’s consumers were of Hispanic and Asian heritage.
“This stand-alone product has broad potential,” said Weiss. “We’re offering an entry point into the brand. The customer we’re targeting is one who’s just starting to think about taking serious care of her skin. This is someone who could be trading up into the prestige channel from using something found in drugstores.”
Biotherm is targeting women between the ages of 25 and 39 with the new moisturizer.
“These are customers who are interested in taking care of themselves, watching their diet and exercising,” said Weiss.
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Although there will be no print advertising, the company plans to sponsor promotional events on college campuses and at health and wellness fairs, where 500,000 to 800,000 samples will be distributed.
Industry sources estimated Healthy Difference would generate about $1 million in first-year retail sales.