What is the name of Biotherm’s spokesperson?

Takeshi Kaneshiro

On April 5, the heartthrob Takeshi Kaneshiro appeared in Shanghai to promote the Biotherm men's skin care products he endorses. This brand launch is the largest brand launch held by L'Oréal Group in Shanghai since its entry into China eight years ago. It has invited 112 media from 23 cities across the country, as well as Shanghai business circles and celebrities. There were more than 300 people, plus Biotherm's loyal customers and L'Oréal executives, the total number of people reached more than 500. It is no exaggeration to describe this conference as a luxurious event.

The Biotherm brand launch conference was held in a theater in Shanghai. After everyone took their seats, a behind-the-scenes clip of the commercial was played, and then all the lights on the stage were turned off. Just when everyone had not figured out what was going on, Takeshi Kaneshiro came from behind the stage, which immediately attracted bursts of exclamations from the female reporters present.

Choose your favorite poster

Faced with questions from everyone, Takeshi Kaneshiro shyly responded to everyone's quarrels. When the host asked which of the three posters hanging at the scene he liked better, he bluntly said that he liked the poster with water the best, and said that he suffered a lot when shooting this poster, and his eyes were all wet. It was only after I became famous that I finally met the photographer's requirements, but the whole shooting process was very happy and enjoyable.

He admits he doesn’t know how to wash his face. Since he endorses skin care products and is an actor, Takeshi Kaneshiro must have his own experience in skin care. But when asked about how to take care of his skin, he said that he didn't like washing his face at all, and he didn't even know how to wash his face. He said that he actually knew nothing about beauty. "It turned out that I didn't like washing my face at all, but now I have to do it to remove makeup. And I don't know how to wash my face, so every time I get water all around me."

I think the simplest is the most comfortable

The host has been positioned as being at the forefront of fashion several times, but Takeshi Kaneshiro obviously doesn’t think so, “I am a person who doesn’t understand fashion. I don’t know whether listening to jazz counts. It’s considered fashion. I don’t have the ability to lead fashion. I just want to be myself, because it’s the easiest and most comfortable.” In the entertainment industry, filming, acting in movies, and doing endorsements, Takeshi Kaneshiro believes that acting is still the most attractive to him. Movies, "An actor has many jobs, but there is only one calling. I have always believed that movies should come first."

Focus on men

3 p.m. More, the event officially begins. First, a simple launch ceremony was held. At the launch ceremony, Wei Yibo, general manager of L'Oreal (China) high-end cosmetics department, announced that Biotherm would be built into the number one brand for elite men in China. According to reports, in addition to Biotherm, Lanc?me's men's series has also been quietly introduced to China. From a global perspective, L'Oréal Paris, Vichy, etc. all have men's series. Since the successful acquisition of Little Nurse and Yue Sai early last year, L'Oreal's performance in China has doubled in 2004, with sales of nearly 3 billion yuan. But in the most important women's cosmetics market, L'Oreal has faced increasingly fierce challenges in recent years. It is understood that Procter & Gamble's high-end brand Maxfactor has recently landed in China, and in the mass market, the soon-to-be-introduced Covergirl is evenly matched with L'Oreal's best-selling Maybelline. In the face of such huge pressure, L'Oreal changed its direction and turned its attention to men's skin care products. Wei Yibo said frankly: "At present, the field of men's skin care in China is still in the market cultivation stage, but L'Oreal is confident to make it bigger."

Spend huge sums of money to hire Takeshi Kaneshiro to endorse the brand

Takeshi Kaneshiro's handsome appearance has always been the most desired image spokesperson for major brands. However, Takeshi Kaneshiro is very picky about advertising. So far, the products he has endorsed are basically Tough digital supplies. However, Takeshi Kaneshiro breaks the norm and accepts his first cosmetics advertisement with a 7-digit price, which shows that the influence of Biotherm cannot be underestimated. At the same time, we can also see L'Oreal's determination to build Biotherm men's skin care products into the number one brand for elite men in China.

When Biotherm created the Chinese image of its men’s spokesperson this time, it spent a lot of effort and invited famous artists from Japan, Australia and other countries to collaborate on shooting. For example, advertising photographer Kazumi Sogami has participated in horror films. The filming of "The Ring".

Set off a new wave of Chinese men’s skin care movement

In a general sense, internationally renowned brands will follow a unified global image. This time, in order to achieve a strategic leap in its brand building, Biotherm signed a contract with Takeshi Kaneshiro. . Wei Yibo, general manager of L'Oreal (China)'s high-end cosmetics department, said that he firmly believes in the unlimited potential of the Chinese market and that Chinese elite men will be the main force leading future fashion trends. Biotherm signed the contract with Takeshi Kaneshiro because of its natural and simple temperament, which is very consistent with Biotherm products. It will successfully interpret the perfect image of Biotherm men and set off a new wave of Chinese men's skin care movement.

Biotherm Homme - the No. 1 brand of men's skin care

One: Growth History

In 1985, the world's first high-end men's skin care brand - Biotherm Homme The birth of Biotherm men's skin care series has since kicked off the men's skin care movement. Over the past 20 years, as the world's number one high-end men's skin care brand with a market share of more than 50%, the meaning of the young name Biotherm Homme has surpassed the men's skin care industry itself and has become a trendy, sophisticated and sophisticated brand for men. synonymous with life.

Second: High-quality Brands

With 20 years of experience, BiothermHomme provides men with absolutely professional skin care solutions. Based on in-depth research on men's skin characteristics and living habits, BiothermHomme has developed a rich product series, such as the T-PUR lipid-balancing series designed for oily skin; the Age-Fitness olive leaf youth series to resist skin aging; there are also products for The Hydra-Detox deep purifying series that causes dull skin tone due to urban pollution... BiothermHomme Men's Skin Care Series has professional and targeted solutions for every skin problem.

Part 3: Be brave in innovation

As a pioneer, BiothermHomme has witnessed the growth of China’s men’s high-end skin care market in the past three years and has maintained a far-leading position: the market ranking has always been First, it has a market share of more than 50%, and sales of men's products account for more than 15% of brand sales. In order to continue to spare no effort to promote market development, BiothermHomme Men will let more people understand and pay attention to men's topics, and also allow more men to have their own skin care products and truly enjoy the perfect urban elite life. In 2005, BiothermHomme Men will increase its sales volume. Invest in the market and hold a series of new product launches, advertising, public relations activities, service training and Club activities.