Biotherm plans to nurture its nature-meets-technology positioning next year with a plethora of products for men and women and three new spokesmodels.
The L’Oréal-owned treatment brand has signed models Sasha Pivovarova, Mirhé Grimmelmann and Tasha Tilberg to appear in advertising for its Aquasource, Age Fitness and Rides Repair product franchises, respectively.
The surge of launch activity and the signing of the spokesmodel trio in particular underscores the brand’s modern edge, according to Charlotte Franceries, Biotherm’s international director.
“Biotherm is not just a nice, easygoing brand,” she said. “This shows there’s something happening, there’s innovation, and it’s a bolder brand.
“This is not a new positioning,” she continued. “The strength of Biotherm is the authenticity of the brand and the values it’s had for over 50 years. It is important that we don’t reinvent, but that we restage.”
Advertising campaigns featuring the new spokesmodels will begin appearing next month with the launch of Aquasource Biosensitive, with its image of Pivovarova.
Tilberg will front the ad for Rides Repair Chroma-Lift, a three-unit line, which is meant to counter skin discoloration and boost luminosity, while also having antiwrinkle and lifting effects.
first pics of the ads.
(Mirhè will be the face of White D-Tox)
fashionmag.com
fashionmag.comElles sont belles, jeunes et nous viennent des quatre coins du monde. Ce sont les nouvelles égéries de Biotherm et elles détonnent. Sasha Pivovarova, russe, 23 ans, Mirhé Grimmelmann, germano-coréenne, 21 ans, et Tasha Tilberg, canadienne, 29 ans, prennent la pose pour la marque française du groupe L’Oréal dès le début de l’année 2009.
« Elle apporte un souffle nouveau de diversité et incarne une beauté universelle de par ses origines », note Biotherm en parlant de Mirhé. Fille de diplomate et collectionneuse de carrés Hermès, « elle ambitionne d’intégrer une organisation internationale, pour travailler sur l’économie du développement et le micro-crédit ». Elle soutiendra le lancement de White D-Tox en Asie et sera le visage des produits Age Fitness à l’international .
Shame on me for making a post like that, and two days later she has Biotherm contract, haha.
Mirhé = Ambitious, Hermès bag collecting, German-Korean diplomat's daughter
fashionmag.com