La Biosthétique is a family enterprise that specializes in the ‘Culture of Total Beauty’ for hair and skin. Established in the 1950s by visionary founder Marcel Contier, it was a pioneer in aesthetic biology. Its success is owed to the longstanding trust in its commitment to creating products that enhance wellbeing and beauty all while preserving the resources of nature. It enjoys a brand loyalty consolidated across generations with its clientele and the salons that are its exclusive distributors. IC Insight Communications was retained as PR agency with expertise in the beauty industry to develop its visibility in the French market. La Biosthétique is distributed across Europe, including Eastern Europe and Russia, Asia, Australia, Canada and Columbia, both online and exclusively through specialist high-end salons for hair and beauty care.
Our media relations and influencer campaign resulted in prominent placements and high impact visibility which successfully profiled the brand’s commitment to the beauty, paired with a respect for natural resources and the environment. We launched and differentiated important product categories, including the 100% natural and vegan botanicals and the men’s hair, skin and body range. We effectively positioned the flagship salon on Pierre 1er de Serbie as a destination. Collaborations with celebrity stylists and hairdressers as well as make-up artists and high-end fashion brands generated visibility at catwalk shows.
Our multi-channel, integrated approach increased significant brand awareness effectively established visibility and brand love for the brand and its exceptional products, process and beauty philosophy. We were able to foster and nurture an appreciation of its ‘culture of total beauty’ which touches on all segments of care, from skin and body to hair and make-up – whereas prior to our campaign, editors were largely unfamiliar with the brand or only knew its haircare range. We were also able to place the brand in catwalk shows through various collaborations during Fashion Week. La Biosthétique is now firmly anchored in France as a high-end specialist line.