The brand picked Hong Kong as the first city for the worldwide launch of Skin Loving Colours.
As a Biotherm customer, I was disappointed with the piece as it did not reflect the brand's personality. Neither is the tone and manner in line with Biotherm's other communication efforts, whether above-the-line, counter display or packaging. Let's start with the envelope. The plain design is anything but an interpretation of minimalism. It's simply plain and flat with little to surprise.
The brochure's presentation is too conventional; the paper stock fails to live up to Biotherm's brand image - natural, young, clean and full of vitality.
Frankly, if this mailer was sent from a brand other than Biotherm, which is an aggressive and popular brand in the market place and is strengthening its strong association with thermal spring water and natural ingredients, I would not have bothered with it.
The colours, art direction, product shot and retouching are very mediocre.
The lipstick case shape is a good attempt but lacks imagination and quality appeal.
This is an averagely conceived and produced piece, and would hardly stand out among the many pieces one receives every day.
