FRANCE. L’Oréal Produits de Luxe International has created a new skincare range for its Biotherm brand, aimed at the increasingly lucrative “youth” market.
BioVitamin targets primarily girls from 16 to 20 years old whose skin is in a “transition” period from baby to adult. Consequently, it experiences unique problems and therefore merits a dedicated skincare programme, according to the company. Specifically, the new range has been designed to address the needs of normal and combination skin and is therefore an ideal complement to Biotherm’s existing youth-oriented lines, Biopur and Acnopur.
BioVitamin comprises two products: a gentle, soap-free, purifying gel cleanser; and a moisturising fluid skin beautifier. Both feature natural ingredients, as favoured strongly by the target consumer group. These include pure extract of apple peel, kiwi water and assorted vitamins including E, C and B5.
The products are presented in fresh-looking, white/turquoise packaging. The moisturiser bottle is a quirky, asymmetric shape said to have been inspired by natural pebbles and fruit.
BioVitamin is being launched now in European travel retail and will be rolled out to the Americas in February 2004. The recommended travel retail price is €11.52 (US$12.94) for the gel and €18.35 (US$20.62) for the moisturiser.
