Case Study: BIOTHERM

The Brand & Campaign Context

Biotherm is a French high-end skincare Brand owned by L’Oréal under the Luxury Products division. Biotherm products are formulated with a unique spa ingredient from Thermal Spring Water and offer a complete range of skincare for the face and body. Biotherm was acquired by L'Oréal in 1970. Biotherm originated from mineral water. In the early 20th century, the French doctor Jos Jullien discovered mineral thermal spring waters under Pyrenees mountain in the southern part of France which contained thermal plankton, supposedly a key to healthy skin and a potent skin rejuvenator. In 1952, intellectual property rights were acquired and she used it in skincare products. Thus, therm in Biotherm comes from thermal plankton, an ingredient found in all Biotherm products. Bio comes from the profession of the founder biologist. Biotherm was acquired by L'Oréal in 1970. L'Oréal transformed the small French brand into an international brand by opening to the rest of Europe and entering the US market (1985) and Japan (1987). Biotherm needed GMA's help for strategic digital consulting in order to enter the Chinese market.