FRANCE. Biotherm has further strengthened its position in the men’s market with a new skin care programme, Hydra DetO2x. It is available now in the travel retail channel.
The original Hydra Detox range, claimed to be the first anti-pollution line for men, was launched in 1998. The updated version also features an anti-dullness proposition.
One of the key ingredients is the Oxygen Booster. From the same family of products used in eye surgery and organ transplants, it is said to work on the surface of the skin to enhance respiration and carry oxygen to cells.
The three-step regime begins with an Instant Dullness Detoxifying Cleanser. This 2-in-1 product also includes polishing micro-powders for an exfoliating effect.
Step two is an Anti-Dullness Oxygenating Moisturiser, for use in the morning and at night. Step three is an eye care product, to combat puffiness and dark circles.
The recommended domestic price points are €20, €35 and €33, respectively.
In addition, there is an “extra step”, in the form of a peel-off face mask.
The launch coincides with the 20th anniversary of the Biotherm Homme brand, which claims to offer tailored, male skin care solutions. Since 1985, it has sold around 44 million products.
Travel retail is a key market for Biotherm Homme. According to the company, the brand enjoys a 40% market share worldwide. Biotherm Homme accounts for 25% of total Biotherm revenue in the channel.
MORE STORIES ON BIOTHERM
Biotherm unveils new mascara and body collection – 05/05/05
Biotherm advances in Asian travel retail – 11/03/05
Biotherm takes a firm line with male consumers – 02/03/05
Biotherm aims to “Choc” cellulite into submission – 09/02/05
