Insight
Biotherm has been harnessing the power of nature for their iconic skincare products since 1952.
More than half a century on, we find ourselves in a vastly different world surrounded by many new players in a climate emergency. How then, can Biotherm redefine itself to emerge a leader in this space?
Idea
The ability to reconcile science and nature.
Thermal plankton is a purely natural ingredient originally sourced from the French Pyrenees and amplified endlessly through an exclusive bio-fermentation process, it gives rise to the much-lauded probiotic fraction known as Life Plankton™. This is the foundation of Biotherm’s Blue Bioscience; a staple that drives all initiatives from R&D to product design. The challenge is to express this in a succinct and innovative way.
Cue Amplify Nature – which speaks to its biotechnology expertise as well as its philanthropic efforts.
Amplify Nature serves as the jumping off point for Biotherm’s complete refresh. To start, the origin story of Biotherm was retold and how Life Plankton™ was discovered. The storytelling continued with a new platform; Live By Blue Beauty, gathering all of Biotherm’s efforts in sustainability and circularity – such as its recent partnership with Carbios, who brings the technology to bio-recycle plastic infinitely, to Biotherm’s products.
An artist collaboration with Coco Capitán has since followed and the limited-edition product range asks us all one simple question: How do you breathe without the sea?
From messaging to partnerships to the visual language of the entire franchise, Amplify Nature is now the lens through which we can tell Biotherms’ story.
"Humans need to rethink the relationship between science and nature. At Biotherm, true progress is the kind of progress that we need to create a better future for our oceans and for our planet – can only be achieved if we leverage science to support nature."
Giulio Bergamaschi, Global Brand President of Biotherm
Impact
Part of the behemoth L’Oréal group, Biotherm has decided to move the needle faster and further than any other brand in the luxury division.
Biotherm’s commitment to sustainability and circularity is carving the path for the rest of the L’Oréal group to follow. Amplify Nature speaks to the raison d'être of Biotherm and this newfound transparency is driving desirability, increasing advocacy and creating a more consistent brand experience.
