Force Homme Biotherm 2010 Eau de Toilette

What an effort went into the launch of this fragrance. Special placements, setups, promotional ladies carrying a spare tester on their belts, TV spots, etc. But the spark just didn't catch, and in my opinion, there are several reasons for that.

Biotherm is a successful established skincare company in the mid-price segment. In the premium men's cosmetics sector, the company is even a market leader and was one of the first to launch a complete men's line. However, the men who spend 40 euros or more on a cream, regularly use exfoliators and eye creams, have different expectations of a fragrance than those that Force can satisfy. The scent is too pleasing and tame. It has been sufficiently described below, and I have nothing to add to that.

The fragrances from Biotherm that sell like hotcakes are Eau Vitaminee and its siblings. These are also casually picked up by women as refreshing scents for summer, pick-me-ups, and energy boosters. But men usually don't do that. When they choose a fragrance for themselves, they don't reach for one that carries the image of a cosmetics line. Such a "goes-with-everything" scent for the desk drawer is certainly found more often among women than among men.

Perhaps Force would find more supporters if it were placed directly in the men's cosmetics section. Perhaps the regular skincare customers would sniff it out of curiosity. But the guidelines are to place it among the fragrances, and there it stands, overlooked. Pleasant, certainly acceptable, but a man doesn't necessarily have to have it. Moreover, the packaging is not particularly striking in terms of beauty.

I am sure that with appropriately concentrated support from our side, Force could certainly be "forced" into the spotlight, but there are so many fragrances on the shelf that need this help. Unfortunately, we neither have the time nor the personnel to provide all these candidates with the necessary backing.