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Tuesday, April 5, 2022Portraits

Biolane gets a makeover

Biolane s'offre une cure de jouvence

Happy Birthday! The historic baby care brand is celebrating its 50th anniversary. Half a century and not a single wrinkle. For the occasion, Biolane has allowed itself a rejuvenation. Prune Mangeot, Marketing Director France, told CosmeticOBS about the behind-the-scenes of this facelift.

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It all began in 1972, when Dr. Chabrand, a pharmacist, decided to create cosmetics for children that combined safety and naturalness. After being bought out by the Ponroy Group in 1999, Biolane became one of the pioneers in the market and is also distributed in supermarkets. 50 years later, it is time to take stock. Biolane sought to know how the general public perceived it. A consumer study was carried out.

“We realized that we were associated with a pharmaceutical brand and with baby expertise,” says Prune Mangeot. “On the other hand, on the dimension of naturalness and proximity, we found that our scores were lower. From there, we started to think about the need to highlight our fundamental pillars.”

A new visual identity

Everyone knows the little blue-framed Biolane bather. 50 years later, the brand wanted to modernize its image. “The challenge of a visual redesign is not to lose its essence,” explains Prune Mangeot. “We are fortunate to have an in-house art director who has been able to bring about a renewal without damaging the DNA of Biolane.”
It is therefore a small pink baby that blooms in the hollow of two leaves (symbol of naturalness) that will …

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