Biotherm appoints Gregory Benoit as global brand president

Biotherm, the skincare brand that is part of the L’Oréal group's luxury division, has appointed Gregory Benoit as global brand president. Benoit is the former general manager of fragrances for the L’Oréal group’s travel retail division, and at Biotherm he replaces Giulio Bergamaschi who, according to a press release by the group, has decided “to give a new direction to his career.”

Benoit will report to Cyril Chapuy, managing director of L'Oréal’s luxury division. In 2021, with brands like Lancôme, Yves Saint Laurent and Kiehl’s, the luxury division became the cosmetics group’s leading business unit in terms of revenue.

Benoit joined the L’Oréal group in 2006, working initially in the consumer goods division in France, first in marketing for Lascad, then at L'Oréal Paris, where he was global marketing director for L'Oréal Paris Men Expert, before moving to the group’s Garnier brand as deputy global general manager.

Biotherm was founded in 1952 and the key ingredient in its skincare formulations is the so-called life plankton, a plankton discovered in the thermal springs of the Pyrenees mountains in France. In the last three years, the brand has put the concept of ‘Blue Beauty’ at the heart of its strategy. ‘Blue Beauty’ is a holistic approach to skincare that aims to respect the environment and especially the oceans.

The ‘Blue Beauty’ strategy has been deployed by Biotherm across its entire value chain, from natural ingredient sourcing to product formulation and packaging and the products’ end-of-life recycling. It is designed to minimise the brand’s environmental footprint on aquatic eco-systems. By 2025, Biotherm has notably pledged to modify its overall plastic use by no longer using virgin plastic derived from fossil fuels.

Biotherm appoints Gregory Benoit as global brand president

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