On July 04 and 15, 2024, Biotherm hosted exclusive #upforsummer events at the Becycle studios in Düsseldorf and Berlin as part of its repositioning. Under the motto "You work out, we work in," Biotherm offered exclusive insights into the luxury skincare brand's new positioning, as well as an exciting masterclass, a face yoga session, and other stimulating workshops on the topic of "Active Skincare." The event particularly highlighted the new Lait Corporel Active Recovery – a refreshing and innovative remake of the iconic Lait Corporel L'Original. In addition to the events, a multi-week collaboration with the Becycle studios brought Biotherm's multifaceted brand world to life for all visitors and members of the sports clubs.
The #upforsummer events also featured the presentation of the summer campaign of the same name, introducing actress and presenter Valentina Pahde as the new local brand ambassador. Her active lifestyle perfectly embodies the essence of the brand. In addition to Valentina and Cheyenne Pahde, renowned representatives of the German beauty and lifestyle press, as well as numerous sports-loving influencers, were present.
