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Marketing in Brief: Biotherm

This article was originally published in The Rose Sheet

Executive Summary

Biotherm: Naturel Perfection makeup is a "major effort" to boost the company's foundation offerings, which comprise 5% of overall sales, Biotherm said. The makeup contains "all natural" apple, orange, lemon and cranberry hydroxy acids to "gently renew...making skin clearer [and] healthier." Apricot oil "leaves the skin soft and comfortable," while extract of thermal plankton "activates the skin's vital functions," Biotherm added. Naturel Perfection will be supported with in-store promotions and sampling. Eight shades include Pale and Dore (middle beige). Available in September in Biotherm's 28 doors, including Macy's (California and Las Vegas), Burdine's (Florida) and Foley's (Texas), a 30 mL tube will cost $19...
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