THAILAND. In June 2003, Biotherm Homme ran its first men’s skincare promotion in Asian travel retail (pictured).
This high profile promotion event, which took place in Bangkok airport during June, performed outstandingly well according to Scental / L’Oréal Produits de Luxe International Travel Retail. Men’s skincare sales almost tripled compared with a regular month.
According to Jacques Gouallou, division manager for Biotherm, “With over 65% male travellers in Asia, it is now time to fully take advantage of this fast-growing new segment.
“Even if the men’s skincare market in Asia is traditionally smaller than in Europe, there is definitely room to catch all these men who are more and more concerned about their looks and their skin.
“Duty free operators are more and more aware of this huge potential, which we estimate to reach in the next two years around 5% to 10% of the whole cosmetic business”, said Gouallou.
Biotherm Homme is the leader in selective cosmetic products for men with a 55% of market share in the worldwide men’s skincare travel retail sector (according to Generation DataBank 2002).
Pictured: Gift with Purchase – Radio Walkman
