Spain heads Biotherm's dermobiotic cosmetics strategy

Published: 19-Nov-2007

The Spanish Biotherm subsidiary of the L'Oréal group is to spearhead the French major's new "dermobiotic cosmetics" strategy focused on the repositioning of the Biotherm brand in a range of products to counter ageing. The calculation is that by 2025 41.5% of the European population, the US and Japan will be over 50 compared with 35% in 2005. Guillaume de Lesquen, international director general for Biotherm, said that Spain would be a key market in the relaunch of the brand.

The Spanish Biotherm subsidiary of the L'Oréal group is to spearhead the French major's new "dermobiotic cosmetics" strategy focused on the repositioning of the Biotherm brand in a range of products to counter ageing. The calculation is that by 2025 41.5% of the European population, the US and Japan will be over 50 compared with 35% in 2005. Guillaume de Lesquen, international director general for Biotherm, said that Spain would be a key market in the relaunch of the brand.

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