Every beauty brand has its bespoke image and connotations, carefully created and cultivated by marketing, PR and advertising.

But once every so often, a change is necessary.

This year sees the rebranding of Biotherm, one of many brands within the L’Oréal Luxury Department, and one with a sporty, natural, down-to-earth, no-nonsense appeal.

“The keywords are freshness, glow, radiance and textures,” says Patrick Kullenberg, recently appointed new International General Manager of Biotherm.

“My job is about bringing new energy into the brand. Brands are like people, they have a life of their own and I am like a steward, a captain of the brand. For me the most important is to understand the essence of the brand, the soul.”

Kullenberg says Biotherm will take a more holistic approach to beauty, where also wellbeing and health are part of the package.

As well as new designs and communication, Biotherm will also start harvesting the oceans for new ingredients.

Where before thermal plankton was the active ingredient in all Biotherm products, 2012 we will see new more exciting ingredients, like algae and coral.

Kullenberg, who uses the brand himself, says he’s been a fan of Biotherm Homme from when he first started buying skincare products.

However, right now one of the brand’s newest products is his favourite. “Aquasource Night is a paradox between gel and mask. You put it on at night and the skin is remarkably soft when you wake up,” he says.

Aquasource Night will be launched later this year. © Cover Media