Biotherm launches first men's fragrance

Tuesday 16 February 2010 01:00 GMT

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L'Oréal-owned beauty brand Biotherm will launch its first men's scent, Force, in April, Relaxnews has learned.

Force is also the name of the label's anti-ageing skin care line for men, which - as all Biotherm products - is based on Thermal Plankton, a supposed skin rejuvenator found in mineral springs in the south of France.

No further details are known at this point, but will be released to the press at the end of this month.

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."

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