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.

See more

You may also like

Ingredients

BASF Showcases Personal Care Solutions at NYSCC Suppliers’ Day

Read more
BASF hopes attendees had an opportunity to learn more about BASF’s Personal Care Solutions at the NYSCC Suppliers’ Day in New York City

Trending Articles

  1. You need to be a subscriber to read this article.
    Click here to find out more.
    Movers and shakers: 2026’s most impactful beauty CEO appointments Beauty executives simply cannot sit still this year, amid a staggering number of exits and appointments from brands large and small. Cosmetics Business lists the most impactful role changes in beauty C-suite in 2026 so far
  2. Vaseline signs Blackpink’s Jennie as Global Ambassador for Body Care The South Korean singer and actress, known for solo hit ‘Like Jennie’, will front campaigns for the Unilever-owned heritage player’s core body care collections, Gluta-Hya and Pro Derma
  3. You need to be a subscriber to read this article.
    Click here to find out more.
    From Estée Lauder Companies to Glossier: 2026's biggest beauty job losses Economic challenges, acquisitions, administration troubles and a changing approach to purchasing products are some of the factors leading to mass job losses across the beauty industry at Estée Lauder Companies, Glossier and more
  4. Harry Styles’ Pleasing opens Amsterdam pop-up to explore the senses, including ‘scent arcade’ PleasingLand takes place in the Netherlands ahead of Styles’ ‘Together, Together’ tour kicking off in Amsterdam on 16 May, featuring areas to explore the beauty and apparel brand via touch, smell and sound
  5. Marc Jacobs Beauty unveils full product line-up ahead of relaunch – and it is bold Maximalist make-up products for eyes, lips and face feature in the relaunch of the US fashion brand’s cosmetics line, which is being brought back this month due to an updated licensing deal with Coty

Upcoming event

Cosmoprof CBE ASEAN Bangkok

24-26 June 2026 | Bangkok, Thailand See all

You may also like

Ingredients

BASF Showcases Personal Care Solutions at NYSCC Suppliers’ Day

BASF hopes attendees had an opportunity to learn more about BASF’s Personal Care Solutions at the NYSCC Suppliers’ Day in New York City
Fragrance

CPL Aromas unveils ‘wonderstate’: its 2026 macrotrend celebrating joy through fragrance, launching with an immersive 2-day event

CPL Aromas unveiled Wonderstate, its 2026 macrotrend, through a vibrant two-day immersive event that brought together customers, press, influencers and colleagues to explore a new era of joy through fragrance
Fragrance

Diesel unveils singer Dove Cameron as Global Ambassador for female fragrance

Cameron, a singer and former Disney star, is fronting the brand’s new Only Desire feminine fragrance, which launched under the direction of Diesel Creative Director Glenn Martens
You need to be a subscriber to read this article.
Click here to find out more.
Colour Cosmetics

Cosmetics Business picks: 7 new beauty launches to know this May

From Medik8’s vegan PDRN, overnight renewal with Augustinus Bader and mousse formulas by Fenty Beauty, to summer scents from Phlur, discover this week’s biggest beauty launches
Manufacturing

Cloud Beauty highlights refillable beauty and fragrance innovation at LUXEPACK New York 2026

Packaging innovations focused on sustainability, performance, and premium user experience were showcased at Booth A35 during the two-day exhibition
Finance

Nykaa revenues hit record high in Q4 as beauty demand soars

The Indian beauty retailer's profits and revenues surged in the final quarter of 2026, thanks to a boost in beauty demand and investments
You need to be a subscriber to read this article.
Click here to find out more.
Skin Care

The Ordinary spotlights New York City transit problem with free bus shuttle service

The skin care brand’s latest stunt aims to provide a ‘solution’ to a New York City transportation pain point, running a free express shuttle from Williamsburg’s Domino Park to Prospect Park in Brooklyn to cut the usual commuting time in half
Subscribe now