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Biotherm Homme’s new anti-ageing treatment claims to target the wrinkles you can see – and the developing ones you can’t |
FRANCE. L’Oréal Produits de Luxe International has extended its Biotherm Homme Force Supreme collection with a new treatment, Force Supreme Neutralizer Daily Anti-Wrinkle Moisturizer.
It is already available in European travel retail, and will be rolled out to the Americas by April. The recommended domestic price point is €69 for 40ml.
The launch dovetails with the 25th anniversary of the Biotherm Homme brand, which now comprises over 70 product references. According to L’Oréal, Biotherm Homme is ranked one in every country where the brand has a presence. Five Biotherm Homme products are sold every 20 seconds around the world.
Force Supreme Neutralizer Daily Anti-Wrinkle Moisturizer is claimed to neutralise visible wrinkles by plumping them up from the inside with hyaluronic acid, and smoothing skin from the outside, via light-reflecting agents called Diakalites.
Importantly, the product is also claimed to target nascent wrinkles-in-waiting, which are not yet visible to the naked eye.
This is done by harnessing the healing properties of the centella asiatica plant, in tandem with pure thermal plankton, Biotherm’s signature dermobiotic which is claimed to activate the skin’s natural defences.
In other news, Biotherm has chosen three new ambassadors, Sasha Pivovarova, Mirhé Grimmelmann and Tasha Tilberg, to represent the modern Biotherm woman. Pivovarova will promote Aquasource; Grimmelmann Age Fitness; and Tilberg Rides Repair.
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MORE STORIES ON BIOTHERM
Biotherm targets cellulite and wrinkles – 21/02/08
Biotherm harnesses a new Force Supreme – 07/02/08
Biotherm extends its anti-ageing portfolio and prepares for dermobiotic relaunch – 15/10/07
