L'Oréal-owned beauty brand Biotherm's first men's scent, Force will launch April 15, priced at €60.
Masculine and woodsy, Force is designed to be a powerful and confident fragrance, according to the brand, featuring notes of neroli oil, cardamom, and absinthe.
Force is also the name of the label's anti-aging skin care line for men, which is based on Thermal Plankton, a supposed skin rejuvenator found in mineral springs in the south of France.
A shower gel and deodorant will also be released, priced at €23 each.
Biotherm's announcement comes as part of a trend that sees beauty brands increasingly target the men's luxe market. Karen Grant, vice president and beauty industry expert at the analysis company NPD, said in a recent release: "Compared to the early 1990s, there are at least twice as many men's prestige fragrances introduced each year."
Recent launches include Gucci's Gucci Sport pour Homme or Custo Barcelona's Custo Man, and filmmaker Martin Scorsese has just finished shooting a costly commercial starring French actor Gaspard Ulliel for an upcoming new men's scent.Reuse content