Product Innovation · Consumer Strategy · Market Research
Biotherm
Finding a growth opportunity in a consumer group often overlooked by skincare innovation.
Product Innovation · Consumer Strategy · Market Research
Finding a growth opportunity in a consumer group often overlooked by skincare innovation.
The project investigated how Biotherm could grow within Australia's Gen X market while remaining aligned with its premium, science-led and sustainability positioning.
The Strongest Opportunity
Gen X consumers who hadn't heavily invested in skincare before, but were interested in beginning a more considered routine.
They are entering skincare rather than mastering it.
They are cautious purchasers who value product quality and reassurance before committing.
They want skincare that is easy to understand, research and integrate into their routine.
The opportunity wasn't simply anti-ageing skincare.
It was making premium skincare easier to enter.
Consumer Need
Guidance
Trust
Quality
Convenience
Biotherm Advantage
Premium positioning
Scientific + biotechnology capability
Established skincare ecosystem
Sustainability positioning
Biotherm already possessed many of the capabilities required to serve this audience. The opportunity was to translate those capabilities into a less intimidating entry into premium skincare.
The innovation should not operate as an isolated product. It should provide an accessible entry into Biotherm and create a pathway toward discovering the wider product ecosystem.
A refillable tablet cleanser that dispenses one dose at a time and foams on contact with water, replacing the guesswork of a liquid cleanser with a single, pre-measured step.
Concept dispenser mechanism, early sketch: refillable container, 50 tablets, single-tablet dispense button.
Single pre-measured dose, no guesswork
Foams on contact with water
Formulated to support the skin's microbiome
Refillable container, aligned with Biotherm's sustainability positioning
University coursework concept, not a Biotherm-produced or approved product.
Target someone who needs support beginning skincare rather than competing only for highly involved skincare consumers.
Use education and product experience to reduce uncertainty surrounding premium skincare.
Use the innovation as an entry into the broader Biotherm ecosystem rather than treating it as an isolated purchase.
Ensure innovation remains consistent with Biotherm's premium, scientific and sustainability positioning.