August 12, 2020

The brand saga: Biotherm


In 1952, biologists discovered the virtues on the skin of the thermal plankton: it is a component found in hot springs where trace elements are very present. This active ingredient, through a bio fermentation process, acts inside the skin to stimulate the regeneration of cells and skin defenses ...

20 years later, researchers are developing another more concentrated formula for thermal plankton that, like food probiotics, acts on all the mechanisms of skin life.

The laboratories will then develop a range of creams and care for men and women: vitamin water, pure water, Aquasource ...
In 1970, the giant L'Oréal bought the brand. Today, the laboratories Biotherm are based in the Principality of Monaco.

At the beginning of the 2000's, Biotherm rejuvenates its image to target more young people but also men: new communication campaign, new packaging and new design of sales areas ...

Today, Biotherm is the world's leading men's health care provider: actors such as Patrick Dempsey, George Clooney, and more recently Chris Noth represent Biotherm in the TV spots. They embody a masculine and virile image, what to unpack certain men and to dramatize the use of creams and care ...

Facials, body, products solar... The products are present worldwide and rely on exclusive marketing with selective distribution in department stores and luxury perfumeries ...


Tour de la Belleza Saga Falabella: BIOTHERM - Cuidado Facial (August 2020)