If you’re anything like us, you’ve been patiently waiting for scientifically backed skin-care brand Biologique Recherche to launch its own direct-to-consumer website. After years of waiting, our wish has finally come true with the launch of mybr.com, an E-boutique that not only allows shoppers to buy the products, but also book online consultations, connect with skin experts, create wish lists and hunt for a nearby spa.
“One of the things that we have been talking about a lot as a brand—and we’re probably a little behind the times—is the launch of a direct-to-consumer website,” says U.S. general manager of Biologique Recherche, Laura Gerchik. “As you know, we’re very limited in the partners that offer Biologique Recherche online, and there are a lot of reasons behind that. One of the reasons is that we want to ensure that there is a consultative approach to diagnosing the skin and to accompanying our guests, clients and partners in choosing and personalizing the right regimen for their skin needs…We’re also very intent on providing up-to-date regimens, which means changing your routine by season or when skin concerns start to dissipate. So, for us, a very dynamic approach was important.”
With this website launch comes a few new products, including the Toleskin line, which was just released in January. Formulated specifically for reactive or intolerant skin, these products suit the needs of those who have skin that often reacts to conventional cosmetic products. The formulas are manufactured in a completely sterile environment and they are tested under dermatological control in order to help preserve the skin’s microbiome, restore the barrier and reduce redness and itching. Included in the launch are four products, including supplements, a desensitizing booster powder, a pre-impregnated mask and a reconditioning sterile cream.
An anti-sagging mask called Platysma also hit the market back in January, and it claims to combine the benefits of an anti-gravity and anti-ptosis mask in a single step for a more contoured, visibly redefined jawline. Finally, Liftkiss, a volumizing, smoothing and plumping lip mask, just launched this month, and we may or may not have already shopped it on the new online storefront.
“What we wanted for mybr.com, first and foremost, was to really have a service-based approach, so when you go on the website, we have three dedicated skin experts that are available to have video calls, answer emails and we also have an online skin questionnaire,” Gerchik continues. “What you do is you go on the website and you have to register with an account—it also is mobile-compatible—and once you gain access to mybr.com, you unlock all of these different services that are available…It is a very big leap forward for us.”