Biotherm Homme is trying to interest younger men in High Recharge, a moisturizing, antifatigue gel, which is the kind of product that traditionally would be aimed at a decidedly older audience.
The new product, which will be aimed at men ages 25 to 35 and will debut in November, is designed to lessen the visible effects of stress and fatigue, which is different from the usual antiaging product.
Roberta Weiss, senior vice president of marketing at Biotherm USA, a division of L’Oréal, points out that High Recharge has “a different [demographic] from where we’ve been with the last few [men’s skin care introductions],” She noted that more recent Biotherm Homme launches have targeted an older set of men with more of an antiaging positioning.
“[Fighting] fatigue and the need to boost energy is very much this age group’s concern,” Weiss said of guys 25 to 35 years old. She added that this is the first time Biotherm Homme is targeting a younger man with “serious treatment.” Previous Biotherm Homme products for younger men have addressed concerns such as acne or oil production.
“Men’s attitudes and needs have changed,” said Weiss, who added more men believe that physical appearance equals success. “They can’t look tired,” she said. “Having the energy is being competitive.”
“It’s for the man who is working hard and also playing hard,” said Catherine Roggero, general manager of Biotherm USA.
High Recharge will be available in a 50-ml. pump for $28. Industry sources estimate the product could generate $500,000 in first-year retail sales volume.
Key ingredients include a proprietary complex called vitreoscilla ferment, which is designed to sooth and balance the skin; ginseng, which is intended to increase circulation and boost energy, and a combination of vitamins and minerals including magnesium and vitamins C and B5.
High Recharge will be rolled out to roughly 250 doors between Nov. 1 and Nov. 15. Plans call for it to be carried at Macy’s, Nordstrom, Bath & Body Works, C.O. Bigelow, biothermhomme-usa.com and the Grooming Lounge, a Washington D.C.-based men’s spa.
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About 100,000 sample units of High Recharge will be employed to support the item’s launch, as will direct mail, e-mail and point-of-sale events in stores. “There’s a huge opportunity to expand our men’s business and this is clearly one way [to do so],” said Weiss. Citing NPD data, Roggero maintains that Biotherm Homme is the number six men’s skin care brand in the prestige market.
Dovetailing with the launch of High Recharge was the release of the results of an online survey Biotherm Homme conducted last month involving 592 men from the brand’s customer database.
“There’s a very different level of interest in grooming and lifestyle than there has been in the past,” said Weiss, pointing to the study, whose respondents had an average age of 35. For instance, the poll indicated that after personal finances and career, respondents were most worried about physical appearance. In terms of making purchasing decisions, word of mouth was most important, followed by sampling and then price.
Moisturizers were the most popular grooming product, according to the survey, which found that 83 percent of respondents use them. Cleansers were next, with 82 percent of men saying they use them. Seventy-six percent of men said they use deodorant, antiperspirant or body spray and 70 percent of respondents said they use shaving products.
In contrast, the survey indicated that 53 percent of respondents’ fathers use shaving products, 43 percent use deodorant, antiperspirant or body spray and 24 percent use hair products. Only 13 percent use cleansers, according to the study.
“[Today] there’s a different sense of whether or not it’s OK for men to participate in [grooming],” Weiss contended, citing differences in grooming habits between younger men and their fathers. “This works in favor of the industry.”