Marketing Communications

CASE 7 241

of dress and self-expression, unique traditions in cosmetics

and, above all, its own unique vision. The company tries to

serve these diverse needs by designing a diverse product

range with products attuned to each culture and its needs.

For example:

z SoftSheen.Carson: The world leader in hair care products

for people of African descent.

z Lancôme and L’Oréal Paris: European taste and traditions.

z ShuUemura: Standard bearer for Japanese style.

z Maybelline NY & Redken: Trendsetters in the USA.

z Armani: Italian style.

L’Oréal products are available in supermarkets, hair salons,

pharmacies, cosmetic boutiques and other specialist outlets,

and also online and through mail order distribution. Brands

are available in different outlets, depending on the category

they belong to (see Table 7.5 ).

Biotherm

Biotherm is one of L’Oréal’s luxury brands. It was founded in

1950 and covers a comprehensive range of face care (53%

of sales), body care (20%), sun care (4%), make-up (6%)

and skin care for men (16%). The brand originated with the

discovery of an active ingredient found in thermal springs

in the French Pyrenees, which was called ‘Pure extract of

thermal plankton’. This basic component contains essential

trace elements, minerals salts, proteins and vitamins, and is

mixed with natural ingredients. Due to its biological affinity

with the skin, Biotherm has a soothing, regenerating and

stimulating effect. Its three basic functions are: cleansing,

toning and treating. It is claimed to lead to a clearer, healthier,

softer, silky, vital and energised skin and a flawless com-

plexion. Biotherm is positioned on the basis of the following

verbatims: young, well-being, positive attitude (de-dramatised,

wink), simple, fresh, pure, minimalistic, direct, assertive and

complicity. The product range is organised by skin type (dry,

normal, etc.) and also on the basis of special needs and

lifestyle elements. For instance, the following specialised

products belong to the Biotherm programme: Age Fitness

(anti-ageing), Densit Lift (anti-wrinkle) and Acnopur (to treat

skin imperfections). Lifestyle products are Hydra-Detox (to

eliminate toxins generated by urban pollution), D-stress

(against stress-induced skin fatigue) and Aqua Sport (to

keep the body toned and fit). Biotherm is distributed in

almost 14 000 stores worldwide, 12 000 of which are in

Europe. Sales in 2003 totalled about €350 million, and

were predicted to show double-figure growth in the years

thereafter. Figure 7.8 shows a positioning map, based on two

dimensions: ‘serious–sensation’ and ‘new luxury–classic

luxury’. Biotherm is positioned in the ‘serious–new luxury’

corner of the map. Its largest most direct competition is

Clinique (16.4% market share). Table 7.6 gives the market

position of Biotherm and its main competitors in a number of

European countries and for a number of product categories.

The Biotherm brand image in different

countries

In February 2003, focus group studies were conducted

with 80 women in various countries. The objective of this

qualitative research project was to explore the brand image

of Biotherm, and to assess the strengths and weaknesses

of the brand and brand communications. The focus groups

were composed of users of both Biotherm and competitive

Figure 7.8 Biotherm’s positioning versus the competition

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