In beauty, Biologique Recherche is the industry's definition of a cult brand. The French skincare company's products are only available in a limited assortment of spas globally, despite regular inbound requests from retailers. And on partners' digital sites, product prices are at first hidden; viewers must log in to see what they're in for. That might seem like a tough sell in a world where brick-and-mortar is struggling or still shut down because of Covid-19, and every beauty brand is multiplying its online reach to keep customers engaged and purchasing.
But interest in Biologique Recherche's kind of beauty is on the rise, according to U.S. general manager Laura Gerchik. This is especially true online, where the the treatment brand has found a voice by leaning into virtual consultations and social media posts led by aestheticians.
"The online piece of the puzzle for us has always been about not diluting our brand equity, meaning that we really want online to be like a store experience," Gerchik said on this week's episode of the Glossy Beauty Podcast.