That is why Korean women simply thought Biotherm was not suitable for them.
Seeing the difference and understanding the consumers" needs in the market, Biotherm added a new product, the milky lotion which best fits the local market in Korea. Biotherm also adjusted the marketing strategy. It accepted its position as a premium French brand did not work. It started using local celebrity as a spokesperson and launched new advertising and promotions. Sales went up substantially from then on. Biotherm started proceeding to success from those changes. The case shows how localization is important for an international company when it encounters differences in overseas market. .
Biotherm (Hong Kong).
Comparing to Biotherm in Korea, this brand in Hong Kong has gained a success in an earlier stage when it first launched in Hong Kong. The key is Biotherm in Hong Kong has held a clear positioning and a distinctive differentiation right in the first place when it first entered the market. Essentially, Biotherm implemented them with effective marketing tools. .
Miriam Yueng is the spokesperson of Biotherm. She is almost the symbol of the brand. Using local celebrities in advertising for cosmetics and skin care products can always draw high awareness in Hong Kong. So, choosing the right top girl is critical for the brand to establish the desired image. Taking the advantage of the great popularity of Miriam, Biotherm impressed the market very much with Miriam as a symbol. Additionally, the advertisement sharply brought out the difference of Biotherm from other skin care products, the spring water. It emphasized spring water is very suitable for Asian skin. Then spring water became the second symbol of Biotherm after Miriam. The brand has successfully gained a high level of awareness after its first launch in Hong Kong market. It is a very impressive start. .
Comparing to Korea, Biotherm in Hong Kong has chosen a hot local celebrity and a series of advertisement to implement its localization plan.
