PARIS -- Biotherm this fall will introduce an anti-aging face cream, called Biojeunesse Skin Rejuvenator Day Cream, formulated with biotechnological thermal plankton.
The company considers the cream's patented active ingredient so revolutionary that it will pave the way for a new generation of products.
"Biotechnological thermal plankton was 20 years in development, and it will be very important for our brand for the next 20 years," said Jean-Paul Agon, managing director-international.
"It protects, soothes and repairs the skin and is also extremely well tolerated," he ex-plained.
Biojeunesse will be launched in continental Europe and Canada in September and in the U.S. early next year, Agon said.
Biotherm is projecting sales in Europe this year of 1 million units of the new cream, said Agon. In France, Biojeunesse is priced at $27 (145 francs) for a 40-ml. tube and $35 (190 francs) for a 50-ml. jar.
Agon said he expects the cream to rank among the top five prestige market creams in continental Europe.
Biojeunesse is targeted to women age 30 and over. It contains an anti-free radical complex and L'OrÄal's UVA sun filter mexoryl SX.
European doors will total approximately 12,000, while French doors will number 4,530, of which 4,000 are pharmacies, 500 are perfumeries and around 30 are department stores.
France is the only country where Biotherm is sold in pharmacies, said Agon. Biojeunesse will be backed in France by three-page advertising spreads in about 10 magazines.
Promotions will include special window displays and a sampling campaign. The company will distribute 2 million to 3 million tube samples packaged with an explanatory card, Agon said.