Gebr Heinemann and L’Oréal Travel Retail joined forces during the summer to bring the spirit of Biotherm to life for travelling shoppers.
The 2023 campaign aimed to establish Biotherm as a skincare expert, with a “sensorial, committed” promotion, which underlined its credentials and leadership. Tapping into the brand’s aquatic foundations, travellers were invited to embark on the Biotherm boat, starting with a retailer event in Aarhus, as the Biotherm Ocean Race boat team stopped in the city on the sixth leg of their race.
In airports, Biotherm podiums highlighted the brand’s products, expertise and sustainability commitments, with a focus on its “Water Loving”. In some locations, such as Vienna, virtual reality was deployed to deliver an immersive experience making shoppers a part of the Water Lovers’ crew.
This is supported by a digital online-offline campaign, with a pre-flight e-commerce website and engagement to drive shoppers to the in-store podiums.
“The Biotherm ‘Happy blue Summer’ campaign created engagement and excitement for the consumer, while also targeting the important topic of sustainability and the need to protect our oceans,” said Jens Peter Peuckert, Director Marketing Gebr Heinemann.
“We are very proud to collaborate with our long-standing partner L’Oréal on this kind of creative and conscious concept, keeping our promise of offering the travellers a spectacular assortment and unforgettable experiences.”
Biotherm Travel Retail General Manager Flavien De Paillerets added: “These beautiful activations will promote our Water Lover commitments while putting the focus on our beautiful Biotherm IMOCA boat. This is important as it connects travellers with our brand commitments in an engaging way. Through this takeover, we are inviting customers to embark on a Water Lovers journey and go on a beautiful sailing adventure for the oceans this summer.”
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