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Biotherm Homme conducts 72 Hours of Man promotion

Montreal-based men's skincare brand Biotherm Homme recently conducted a promotion called "72 Hours of Man." The initiative, developed by Exacto Communications of Montreal, took the form of a 72-hour trip to British Columbia for a group of influencers and media personnel for a series of activities including glacier hiking, whitewater rafting and dining. The intent was to link the brand to concepts of masculinity and performance. The event was timed to coincide with the 30th anniversary of the brand. As part of the promotion, the company has released a series of online videos depicting the trip.

"Biotherm Homme was one of the first men's skincare companies to move beyond niche status and hold a wide appeal," said Benoit Allaire, president of Exacto Communications. "We wanted to remind consumers of this fact, at the core of the brand's identity, by inviting men from all walks of life to experience diverse aspects of manhood. From the rugged outdoorsman to the urban gentleman, and everyone in between, wanting to look and feel their best is something all men can relate to."

Biotherm is a division of L'Oréal Canada.

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