Biotherm Homme organised some interesting events at both Incheon and Bangkok airports last February aimed at entertaining customers, whilst promoting the male skincare brand. This promotion is now coming to Singapore (April 12) and Taiwan (May 1).

L’Oréal said: “The staging was impressive with a very strong and visible message ‘Join the Number 1’ to remind everyone of the leading position of Biotherm Homme.

“Thousands of flyers designed as luggage tags, were handed out to travellers to attract them to the Biotherm counters where they were given free samples.

IN-SHOP GOLF TOURNAMENT
“Once seduced by Biotherm Homme products, the customers had the opportunity to play golf on a striking golf game set up for the event.” The company said there were ‘nice gifts’ for the winners.

According to L’Oréal, the promotion area featured specific locker-shaped gondolas to illustrate the energy of the brand and invite men to discover the benefits of using skincare.

Furthermore, a special ‘Men skin care guideline’ was released on the client’s website to educate male customers. The first on-line lucky draw event for Biotherm allowed additional internet sales.

L’Oréal said: “The event was a great success in both airports. The total brand performed at double-digit growth versus last year with an amazing achievement on men care.