In order to focus its Biotherm brand on a young demographic, L'Oréal USA is withdrawing the brand from US specialty and department stores and focusing on Internet marketing.
The company reported double-digit sales gains of the brand in Europe and Asia. In the United States, however, the brand has not produced equal results. The company has attempted to market the brand in the United States for 22 years through repackaging, repositioning and new product releases, but has decided to take it off US shelves.
The majority of sales for Biotherm in the United States has been on the brand's Web site, www.biotherm-usa.com and www.biothermhomme-usa.com. Therefore, the company will focus there in future US marketing efforts.
