Towards blue beauty: Biotherm partners with Gebr. Heinemann in global campaign

Summer sailing for Biotherm at Munich Airport

L'Oréal Travel Retail has joined forces with Gebr. Heinemann in a global campaign for skincare expert Biotherm, underlining the brand’s commitment to ocean preservation.

The collaboration featured the Biotherm boat and its journey towards ‘blue beauty’ as part of a rounded summer campaign, with product expertise and sustainability commitments at its heart.

Jens Peter Peuckert, Director Marketing Gebr. Heinemann, said, “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.

“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 travelers a spectacular assortment and unforgettable experiences.”

Travelers were targeted pre-flight with Biotherm campaign details

This campaign was supported by a complete 360 activation to engage travelers on all touchpoints. Online with a strong media funnel, and offline with a consistent and consumer-centric POS experience, always pushing the summer centric and sustainable commercial offers.

Flavien De Paillerets – Biotherm Travel Retail General Manager commented, “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 travelers 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.”

Biotherm kicked off the summer with a retailer event in Aarhus, Denmark for the 6th leg of the Ocean Race. Guests were encouraged to learn about Biotherm’s latest ‘racing with purpose’ sailing project and its related Water Lovers mission to protect the world’s oceans.

In selected European airports including Oslo, Munich, Vienna and Copenhagen, the brand’s summer activations highlighted its Water Lover commitments while putting the focus on the beautiful Biotherm IMOCA boat and showcasing skincare expert essential products for summer.

In Oslo the activation featured retailtainment, service centricity and exclusive offers while in Vienna travelers were immersed in a VR experience, where they could become part of the Water lovers crew for a few minutes. According to Biotherm, this offered a “strong opportunity to engage and make them part of this fascinating and committed adventure”.

The summer podiums were coupled with a massive in-airport media campaign, reaching more than 42 million travelers thanks to 16 different touchpoints in seven airports across Europe.

For a seamless O+O experience, travelers were targeted pre-flight and redirected to the retailers e-comm website to purchase their summer essentials and in airports they were targeted with a drive to podium campaign.

Influencers were activated in partnership with Travel Retail Norway. They received blue summer boxes with Biotherm essential summer products and brand goodies and were invited to post about their Biotherm blue summer quest from bathroom to outdoors.