NEW PRODUCT MODULE

Transcription

NEW PRODUCT MODULE

NEW PRODUCT MODULE
TRAINER’S GUIDE WORKBOOK
JANUARY - APRIL 2010
International version
SKINCARE
| LAUNCH
CALENDARI INTERNAL
///
NOTE
FOR
THE TRAINER
USE
Dear all,
We are very happy to share with you our Lancôme New Product Module for the upcoming season
January - April 2010.
To create maximum training impact, it is key to focus your training efforts in terms of resources, tools and
time allocation on our new star products and key pillars.
Accordingly, you will find enclosed extended training modules (BA technical sheets, Slide presentations and
Trainers’ guides) for all 3 star launches and short training modules (BA technical sheets mainly) for all 2 and 1
star launches.
Please make sure that your training teams implement this strategy in your markets and put all their energy in
our key products to ensure that they are a significant and successful statement of the brand’s business and
image.
“3 STAR” LAUNCHES > Training Focus January - April 2010:
SKINCARE
RÉNERGIE LIFT VOLUMETRY
VOLUMETRY LIFTING AND SHAPING CREAM SPF 15
GÉNIFIQUE REPAIR SC
YOUTH ACTIVATING NIGHT CREAM
MAKE-UP
L’ABSOLU CRÈME DE BRILLANCE
SPRING 2010
TEINT IDOLE SILKY MAT
HYPNÔSE PRECIOUS CELL
SUNCARE
GÉNIFIQUE SÔLEIL
LANCÔME MEN
GÉNIFIC HD
YOUTH ACTIVATING CONCENTRATE
We wish you every success for the upcoming season,
Warm regards
CIFL LANCÔME TEAM
JANUARY 10
MARCH 10
JANUARY
JANUARY
FEBRUARY
MARCH
10
10
10
10
APRIL 10
MARCH 10
SKINCARE| |LAUNCH
LAUNCH
CALENDAR
SKINCARE
CALENDAR
/ / /// /
CONTENT
LAUNCH
DATE
SKINCARE
January

March

VOLUMETRY LIFTING AND SHAPING CREAM SPF 15
GÉNIFIQUE REPAIR SC
SEASON
FOCUS
YOUTH ACTIVATING NIGHT CREAM
MAKE-UP

January
TEINT IDOLE SILKY MAT
February
HYPNÔSE PRECIOUS CELL
March
TROPIQUES MINÉRALE
April
SLIMISSIME 360°
March
GÉNIFIQUE SÔLEIL
April

GÉNIFIC HD
March

BODY
SUNCARE
LANCÔME MEN
YOUTH ACTIVATING CONCENTRATE
TOP PRIORITY
SKINCARE
TRAINER’S GUIDE | RÉNERGIE LIFT VOLUMETRY
TRAINING OBJECTIVES
1. Discover RENERGIE LIFT VOLUMETRY which was inspired by research
on growth factors and is the 3rd dimension in lifting. Slim facial oval, reshape
cheeks.
2. Master the POS sales strategy
• How to introduce RENERGIE LIFT VOLUMETRY
• How to differentiate between RENERGIE MORPHOLIFT RARE and
RENERGIE,
• How to create effective link selling.
CUSTOMER PROFILE
Women over 40
HER SKIN CONCERNS:
Loss of firmness & wrinkles
Volume loss in cheeks
Less defined facial oval
KEY MESSAGE
Lancôme highlights the role of growth factors which are key proteins in
cellular communication and responsible for the proper tension of the skin’s
support structure.
For the 1st time the GF-Volumetry™ complex acts on cell communication for
a visible volumetric effect.
Results:
Immediately: skin is firmer as if it had been lifted.
After 28 days: cheeks are reshaped, the facial oval is slimmed, the facial
angle of youth is corrected.
The physical signs of aging in the face are obviously governed by each
individual’s genetic heritage as well as the powerful influence of diverse
factors:
Hormonal changes throughout a woman’s life, emotional stress, chronic fatigue
due to hectic lifestyles combined with periods of intense work, weight loss or
gain, a hostile environment due to the harmful effects of sunrays and pollution
and a diet that is not always healthy and well-balanced.
The combined negative effect of these diverse factors modify the facial
volume:
• In the upper part of the face, the temples tend to become increasingly hollow,
the cheekbone area becomes gaunt, dark under eye circles are accentuated,
smile lines deepen and the lips become thinner.
• In the lower part of the face, there is an increase in volume around the jaw line
leaving it looking slackened and droopy modifying facial contours, as well as an
increase in volume in the neck, a double chin… All of this plays a role in the lack
of definition in facial contours.
As the bottom part of the face becomes thicker and the skin tissue starts to
slacken, the face loses its harmonious appearance and shadowed areas
increase leaving the face looking heavier, tired and sad, thereby changing the
outward physical expression of the individual’s personality.
Thanks to the most recent advances in the techniques used for cosmetics,
specifically volumetry, we are now able to correct this lack of balance in facial
contours.
Today, women aspire to “age well”
There are numerous aesthetic medical techniques that allow women to maintain
youthful looking longer: Botox, injections, face lifts…
Volumetric techniques are the most recent and advanced developments in
aesthetic medicine research for genuinely visible skin rejuvenating results.
Volumetric lifting is a hot topic in the press.
Here is an example from PARIS MATCH, a glamorous French monthly
magazine5-page article on volumetric lifting.
The most recent volumetric filling techniques restore volume to the face and
offer visible and highly effective skin rejuvenating results.
VOLUMETRY,
A new dimension in lifting**
* Cellular communication factors **Cosmetic lifting
RENERGIE LIFT VOLUMETRY
VOLUMETRIC LIFTING AND SHAPING CREAM SPF15
The facial angle of youth is improved by 8 degrees**
Slim facial oval, reshape cheeks
**Instrumental test on 43 women
Introduce the advertising visual for RENERGIE LIFT VOLUMETRY
VOLUMETRIC LIFTING AND SHAPING CREAM SPF15
Present the Scientific RENERGIE LIFT VOLUMETRY film
GROWTH FACTORS*
Essential skin proteins
Key components of cellular communication
Active messengers between the cells and the dermal and epidermal layers
Vital elements responsible for optimal firmness in the skin’s support structure
*Cellular communication factors
The skin is made up of several layers (including the epidermis and dermis)
which are themselves composed of cells and extracellular substance.
This substance contains structural elements (collagen, elastin, proteoglycans and
glycoproteins) as well as soluble molecules which play a determining role and
growth factors* produced by the cells.
Skin is a dynamic organ whose continual renewal is regulated by constant
interaction between its various components.
Growth factors*, veritable cellular messengers, facilitate permanent dialogue.
Growth factors* are produced by cells, stored and redistributed for themselves or
to other cells via extracellular substance (a veritable biological continuum
between skin compartments that plays a fundamental role in ensuring structural
support).
This substance therefore helps to maintain both skin firmness and inter-cellular
balance.
Keeping the skin support structure taut depends on the quality of this
extracellular substance and also on its capacity to store and redistribute growth
factors*.
*cellular communication factors
Skin produces, stores and distributes several growth factors*…
The role of each one is decisive in fundamental processes such as cellular
differentiation and regeneration.
Thanks to a meticulous raw material selection process, our Research
Laboratories have successfully identified active ingredients able to stimulate
the synthesis of 4 growth factors* vital to the high quality of skin: EGF, KGF,
HGF and TGFß.
EGF – Epidermal Growth Factor*
Produced by epidermal cells - can fix onto all skin cells
KGF – Keratinocyte Growth Factor*
Produced by dermal cells - targets epidermal cells
TGFß - Transforming Growth Factor*
Produced by all cells – highly versatile growth factor* that acts on all cells
HGF - Hepatocyte Growth Factor*
Produced by dermal cells – notably targets epidermal cells
*cellular communication factors
GROWTH FACTORS*
Lancôme highlights the essential role of cellular messengers in maintaining
skin’s tension
* Cellular communication factors
WITH AGE, GROWTH FACTOR DISTRIBUTION AND EXTRA CELLULAR
SUBSTANCE DETERIORATE
Cellular activity slows down
During the aging process, the processes of keratinocyte adhesion and
maturation become sluggish. Keratinocyte renewal suffers as a result, causing
skin to regenerate more slowly.
Furthermore, the size and number of fibroblasts within the dermis is reduced
and their distribution is slowed.
These phenomena have an effect on collagen, elastin and glycosaminoglycan
production.
Moreover, with age, fibroblasts produce a greater number of enzymes
responsible for collagen destruction.
These changes combine to impair dermal/epidermal communication.
Extracellular substance deteriorates
With age, both the quality and quantity of each family of extracellular
substance components – proteoglycans, glycosaminoglycans and collagen
and elastin fibers – begin to decline. As it becomes less active, extracellular
substance loses its ability to effectively fulfill its function. These changes
disrupt the natural distribution of growth factors* to skin cells.
C-C. Growth factor* distribution declines
Perlecan, a major component of the basal membrane, plays an essential role
in transporting and storing growth factors*. If it is damaged, cellular activity,
which is governed by growth factors*, no longer functions correctly. The
storage and distribution of growth factors is disrupted.
C-C. Growth factor* distribution declines
Perlecan, a major component of the basal membrane, plays an essential role in
transporting and storing growth factors*. If it is damaged, cellular activity, which
is governed by growth factors*, no longer functions correctly. The storage and
distribution of growth factors is disrupted.
The study shown opposite was carried out on reconstructed skin and shows that
epidermal differentiation and skin regeneration are radically disrupted in the
absence of perlecan.
Furthermore, as we age, collagen production within the dermis dwindles,
causing further disruption to the network responsible for storing and transporting
growth factors*.
This combination of phenomena causes the cutaneous mattress to slacken,
resulting in a disorganization of facial architecture.
For the first time, the GF - Volumetry complex has been designed to
reinforce* cellular communication for visible volumetric action.
* In vitro test
A-Promote the synthesis of 4 essential Growth Factors:
Thanks to a meticulous raw material selection process, our Research
Laboratories have successfully identified active ingredients able to stimulate the
synthesis of 4 growth factors* vital to the skin: EGF, KGF, HGF and TGFß.
The GF-Volumetry™ Complex therefore features:
- A bio-lipid to promote** EGF synthesis;
- Lin seed extract (Linum usitatissimum) to stimulate** KGF production;
A second vegetal extract (Vigna aconitifolia) to stimulate** both HGF and TGFß
synthesis
(**In vitro tests on active ingredients)
B- Promote growth factor* storage and distribution
The GF-Volumetry™ Complex also contains a yeast (Saccharomyces cerevisiae)
hydrolysate obtained via biotechnology that is able to stimulate** perlecan
synthesis which dwindles with age, thereby compromising its essential role in the
storage and distribution of growth factors* as shown in earlier studies. Tested on
cell cultures under experimental conditions, yeast hydrolysate boosts perlecan
synthesis by +33% (see graph opposite).
Lin seed extract boosts the effect of yeast stimulating the synthesis** of key
collagens involved in the transportation and storage of growth factors*.
In order to strengthen the skin’s collagen network, a key element in the
storage and transportation of growth factors*, Lancôme Laboratories have
combined the GF-Volumetry™ Complex with R.A.R.E.™ technology which is
able to reorganize** support tissue by stimulating the synthesis of lumican, a
proteoglycan that plays an essential role in anchoring collagen fibers.
R.A.R.E.™ technology works to modify** the structure of the extracellular
matrix, promoting the firm anchoring of collagen fibrils and thereby redensifying the dermis to create a firmer support structure.
(**In vitro tests on active ingredients)
This combination of the GF-Volumetry™ Complex with R.A.R.E.™ technology
regulates** the synthesis of 4 growth factors* essential to skin and also
strengthens** targeted key components that are involved in the storage and
distribution of those growth factors.
The unique combination of active ingredients contained within RÉNERGIE LIFT
VOLUMETRY has been specifically developed to tighten the skin support
structure thereby slimming the facial oval and reshaping the cheeks.
The facial angle of youth is improved by 8 degrees.
Immediately:
The skin is firmer*
Within 4 weeks:
Cheeks looks visibly replumped,
Facial contours are redefined**,
The facial angle of youth is improved by 8 degrees.
*Instrumental test on 43 women
**Self evaluation 53 women
EFFECTIVENESS PROVEN IN CLINICAL STUDIES
The effectiveness of RÉNERGIE LIFT VOLUMETRY has been assessed by a
dermatologist on 43 women using photographic atlases developed by our own
Research Laboratories.
This skin expert monitored changes in 3 key aging criteria over time: ptosis,
crow’s feet wrinkles and sagging neck skin.
The severity of each of these criteria was measured both before using the
product and 4 weeks after application.
The results were outstanding:
Bio-mechanical skin properties were assessed by a dermatologist on 40 women
using Dermal Torque Meter technology 4 weeks after application of the product.
Both
elasticity
and
tone
were
significantly
improved:
+19.3% +33.7%
With time, the architecture of the face changes: plumped cheeks tend to sink
in and well defined jaw lines get heavier thereby altering the angle between
the chin and neck.
This angle gradually increases throughout the aging process.
Measurements taken before and after 4 weeks’ use of RÉNERGIE LIFT
VOLUMETRY demonstrate a significant 8° reduction in this angle, as
illustrated by the 2 superimposed faces shown in the picture.
The clinical results prove the effectiveness of RENERGIE LIFT VOLUMETRY
The effectiveness is proven based on 3 aging criteria:
Crow’s feet – 19%
Ptosis – 14%
Sagging neck skin – 24%
Elasticity and Tone are reinforced.
Thereby improving the measurement taken between the chin and the cheeks by
8 degrees.
EXCEPTIONAL RESULTS CONFIRMED BY WOMEN THEMSELVES
53 women applied RÉNERGIE LIFT VOLUMETRY daily. The satisfaction
ratings given confirm the cream’s outstanding effectiveness.
After 3 weeks, facial volume is visibly restored.
The new RÉNERGIE LIFT VOLUMETRY range introduces 2 day creams (to
be used on the face and neck).
These exceptional products have been developed with the unique expertise of
Lancôme’s formulation experts who have perfected the textures at the
molecular level in order to reconcile the irreconcilable: an intense lifting action
in textures that provide all-day comfort.
RÉNERGIE LIFT VOLUMETRY is available in two unique textures: both rich
and velvety, they are extremely easy to apply, providing a fresh and gentle
finish and making the skin feel instantly soothed with renewed substance.
For the ultimate in refinement, “velvet” agents ensure a powder-soft touch.
Volumetric Lifting and Shaping Cream
Firming – Anti-wrinkle SPF 15
All skin types
This gentle cream soothes the skin with its soft, light and fresh finish upon
application that transforms on contact with skin to restore volume to the
cheeks and redefine the facial oval.
Volumetric Lifting and Shaping Cream
Firming – Anti-wrinkle SPF 15
For dry skin
Specially developed for dry and fragile skin, the rich, emollient texture
nourishes the skin deep down. Skin feels an instant comforting sensation and
remains supple and hydrated all day long.
SELLING STRATEGY
Using the Expert Consultation Guide, review the Lancôme Skincare
Geography.
RENERGIE LIFT VOLUMETRY reinforces the LANCÔME product line for
women over 40 who are concerned by:
Loss of firmness / Wrinkles / Volume loss
WHICH RÉNERGIE FOR WHICH CUSTOMER?
> Definition
> Benefits
> Actions
> Textures
> Application techniques
> Image
Positioning recap:
RENERGIE LIFT VOLUMETRY / RENERGIE MORPHOLIFT R.A.R.E /
RENERGIE
LINK SELLING
Grab your client’s attention
“Every woman’s face has an ideal angle of youth…
Let me show you Rénergie Lift Volumetry, the 1st 3D volumetric lifting
skincare product which is so powerful that in only 4 weeks your facial
contours will be redefined and your cheeks will look visibly replumped.”
The angle of youth is improved.
EXPLAIN THE INNOVATION
“Did you notice that with time, the architecture of your face changes: plumped
cheeks tend to sink in and well-defined jaw lines get heavier, thereby altering
the angle between the chin and neck [show gesture].
Our Laboratories have identified the key proteins that are essential to skin
tension: growth factors*. These proteins, which are responsible for cellular
communication, are the skin’s true youth messengers.
For the 1st time, Rénergie Lift Volumetry reinforces cellular communication
and reorganizes the collagen network creating a firmer support structure for
complete volumetric action. This product is so powerful that within 4 weeks,
your cheeks will look visibly replumped and contours will be redefined: the
facial angle of youth is be improved!
The face is beautifully rejuvenated!”
Experience the texture
Let me show you the enveloping soft and fresh texture that transforms on
your skin upon application.
This unique texture associates a lifting effect and a sensation of comfort
throughout the day.
After only 1 application, your skin will look smoother and firmer as if it had
been lifted.
Within 4 weeks, the cheeks will look visibly replumped and contours will be
redefined.
Recommend and Link Sell
For your daily routine, apply Rénergie Lift Volumetry day cream to perfectly
cleansed face and neck, avoiding the eye contour.
Underneath your day cream, apply Génifique, the 1st Youth Activator that
stimulates the genes to visibly rejuvenate your skin.
For the delicate eye contour area, apply Rénergie ML RARE Eye Cream for
an instant lifting effect as well as firming & anti-wrinkle action.
LINK SELLING
LANCÔME POWERSYSTEM™
Recap the day routine.
ADVERTISING
Please insert your advertising materials
Game preparation:
Print several copies of the slide ‘Witness statement to hand out’ and cut the
statement in 3 parts following the dotted lines.
Print the letters 1, 2 and 3 from ‘the Mysterious Ladies’ and put them in 3
envelops.
GAME - Step 1:
Place the 3 creams Rénergie, Rénergie Morpholift R.A.R.E. and Rénergie Lift
Volumetry, in front of the BA.
Read the text ‘A mysterious affair’ to the BA.
Game - Step 2:
Read or ask a BA to read the Witness statement using the slide ‘A witness
relates…’.
Hand out to each BA the ‘Witness statement to hand out’, cut into 3 parts.
Ask each BA to put the statement under the correct cream.
Game - Step 3:
Check the answers with the slide ‘Game answers’.
Game - Step 4:
Read or ask a BA to read the slide ‘The veil is lifted…’ (slide 10)
Hand out the 3 envelops containing the 3 burglars letters and ask the BA to read
them.
After the 3 letters have been read, ask the BA to justify the use of the 3 objects
described by the witness (cotton, elastic, and balloon). Each object is associated
to a cream. Why ?
Game - Step 5:
Check the answers with the slide ‘Game answers’.
APPENDIX - TECHNOLOGY
RENERGIE LIFT VOLUMETRY DAY CREAM
Technology
RESULTS
PROPERTIES
INGREDIENT
S
RESTORES THE UPPER DERMIS
Yeast Extract
> Stimulates*
the synthesis of
Perlecan
> Increases* the
synthesis of
collagen VII
STIMULATES GROWTH FACTORS
Rice peptides
Lin Seed
> Stimulates* the
production of
Lumican
> Stimulates*
the production
of KGF
> Stimulates* the
production of
collagen
> Reorganizes*
the collagen
network
> Stimulates
the production
of collagens
specific to the
upper dermis
Biolipides
Vigna extract
> Stimules* the
production of
EGF
> Stimulates*
the
production of
TGFb and
HGF
Wrinkles appear reduced
The skin recovers its elasticity and seems tighter as if it had been lifted.
The face recovers its youthful curves.
*In vitro tests
APPENDIX - COMPETITORS 1
MAKE-UP
TRAINER’S GUIDE | L’ABSOLU CRÈME DE BRILLANCE
Lancôme has created the best shiny lip care cream concentrated in
Pro-XylaneTM for replenished lips cloaked in luxurious shine.
Objectives & strategy
1. Support the L’Absolu Rouge pillar on the lipstick market in order to
strengthen its top 2 position.
2. Go further in the gloss category with a strong lip care benefit and achieve
a leader position.
THE BEST SHINY LIP CARE CREAM CONCENTRATED IN PRO-XYLANE™
50% lip care ingredients concentrated for 10 hours’ hydration
Replenishing
Full volume
Luminous colours
Comfortable and creamy texture
LANCÔME HAS CREATED THE BEST SHINY LIP CARE CREAM CONCENTRATED
IN PRO-XYLANE™ FOR REPLENISHED LIPS
50% lip care ingredients concentrated in the formula: Pro-XylaneTM, Glycerin,
Hyaluronic acid, and Moisture Fix Complex
The combination of luminous mother-of-pearls in a shiny oil for smoothed lips
and the appearance of boosted volume: the result is homogeneous, smooth,
brilliant and satiny.
On application, the lips become exquisitely shiny, enhanced with luminous
colours. Comfortable and visibly smoothed, they recover their natural fullness.
Hours later, the lips are visibly replenished, fully hydrated for 10 hours and
plumped up.
The lips recover their voluptuousness, wrapped in a glossy veil of luxurious
luminous colours.
To support the launch of L’Absolu Crème de Brillance, a new colour operation
inspired by a deep and voluptuous raspberry red (#357): “Rose Mythique”.
L’Absolu Crème de Brillance, L’Absolu Rouge and Le Vernis are available in this
new shade.
“ROSE MYTHIQUE” operation composition
> 2 new shades of L’Absolu Rouge: star shade number 357 / #358 + 2
repromotions of L’Absolu Rouge: #06 / #11
> 2 new shades of Le Vernis: star shade number 357 / #358
> 2 repromotions of le Contour Pro: #301 / #303
PACKAGING for this collection:
A new shape of applicator specially developed for L’Absolu Crème de Brillance:
1. To maximise the potential of the formula
2. To facilitate application
For a uniform, homogeneous and precise result
TESTERS:
Same packaging as L’Absolu Crème de Brillance
Present the cross-sell with matching colours for L’Absolu Rouge, L’Absolu
Crème de Brillance, Le Contour Pro and Le Vernis.
Use this list to recommend the best colour matches for each customer.
HOW CAN YOU PLAY WITH L’ABSOLU CREME DE BRILLANCE FOR AN
ADAPTABLE MAKE-UP RESULT?
> For a delicate plumped-up effect: apply L’Absolu Crème de Brillance for
voluptuous shiny lips.
> For an intense, sophisticated effect: first apply L’Absolu Rouge lipstick and
then L’Absolu Crème de Brillance on top for sophisticated, plumped-up and
shiny lips.
Why is L’Absolu Crème de Brillance the best gloss?
The only one with Pro-Xylane TM and that claims precise active ingredients
50% lip care ingredients concentrated in the formula: Pro-Xylane
Hyaluronic acid and Glycerin
A unique make-up result for:
The absolute in care, replenishing shine. The lips are reborn!
TM,
TRAINER’S GUIDE | TEINT IDOLE SILKY MAT
OBJECTIVES
Conquer the strategic matte segment with a genuine long-lasting benefit + keep
building Teint Idole Ultra
Æ Invent ultra long-lasting matity.
STRATEGY
Invent a brand new type of matity: non-powdery, fresh, silky, breathable, pure.
Bring a strong innovation through the mineral USP to improve skin texture day
after day.
The Color KeeperTM Mineral Complex, in a sensational gliding texture, lastingly
erases pores and imperfections for fade-proof perfection. Without cakiness.
Skin-transforming Mineral SiliceumTM controls shine pore by pore. Healthy
matte finish, 100% breathable, without clogging.
Matity and long wear are 2 major demands both in the US and in Europe.
Why a new foundation with mineral technology?
Over the past few years, there has been an extremely significant trend for
mineral products. The first mineral foundation arrived from brands in a powder
version, and then the fluid textures conquered the market. This technology
provides a natural make-up finish that is good for the skin.
Today Lancôme’s aim is to use good-for-the-skin mineral benefits to take matity
to new levels: for the 1st time, a non-powdery, fresh and silky finish. Day after
day, the skin is refined and wear is improved.
TECHNOLOGY:
The Color Keeper™ Mineral Complex, in a sensational gliding texture, lastingly
erases pores and imperfections. Without cakiness or chalkiness.
This complex is a thin film whose role is to cover and coat the pigments to allow
them to adhere to the skin for longer for perfect long-lasting wear and
foundation colour that stays true.
Skin-transforming Mineral Siliceum™ offers superior, never-before-achieved
matity. It controls every type of shine pore by pore. 100% breathable, fresh
matte finish. It acts on the skin to absorb water and oil that appear on the skin
throughout the day.
(Mineral Siliceum is actually Aluminium Silicate)
Pore-tightening agent: Enriched with a pore-tightening agent. This agent
contains 11% alcohol and, with the Mineral SiliceumTM, reduces skin pore size
(astringent effect).
Day 1: Complexion is matte yet non-powdery: fresh natural, poreless. 18hs later,
make-up is still impeccable as if freshly applied.
Day 7: Skin quality is visible refined: silky smooth, more radiant, with less
imperfection. Make-up reaches new levels of perfection.
TEINT IDOLE MINERAL MAT: HYDRATING FORMULA – OIL-FREE. SWEATRESISTANT. BUILDABLE COVERAGE. SUITABLE FOR ALL SKIN TYPES, EVEN
SENSITIVE. NON-COMEDOGENIC - DERMATOLOGICALLY TESTED.
Appendix
This product also contains:
Benzyl Salicylate: Absorbs UV rays and adds fragrance to the product.
Cyclopentasiloxane: A fluid silicone to make the product easier to apply.
Geraniol: Alcohol found in rose oil and essential oils to fix the scent of the
product.
Customer profile:
Teint Idole Ultra Customer:
30/40 years old
More traditional lifestyle
Foundation user
Sophisticated make-up
Conservative and would rather the product was improved than change
product.
Teint Idole Silky Mat Customer:
20/30 years old
More modern, adventurous and out-going sporty life
May or may not be a foundation user
Natural make-up result
Open to new technologies, new products
The new Teint Idole Silky Mat customer is not a Teint Idole Ultra customer. The
idea is not to change the advice for a customer using Teint Idole Ultra. Explain
the differentiation between Teint Idole Ultra and Teint Idole Mineral Mat if the
client asks you about it.
Teint Idole Silky Mat is aimed at a new client looking for natural, non-powdery
matity. She prefers light and fresh fluid textures and cares for her skin so she
looks for mineral formulas.
Introduce this new Teint Idole Silky Mat to:
New customers, especially young women as this formula is suitable for all
normal to combination skin types, even sensitive ones.
Customers using another Lancôme foundation but needing a matte effect for
special occasions.
Customers looking for a summer foundation (fresh and light texture).
Maquimat, a foundation with a matte effect and high coverage, gives a very
sophisticated finish on the skin.
Normally, the customer using this foundation likes a sophisticated, highcoverage result with a creamy sensation.
However Maquimat can be difficult to apply because the product dries before
blending and the result can be imperfect.
This product is generally used by mature women.
Introduce Teint Idole Silky Mat to Maquimat users looking for a more modern /
new generation of matifying formulas.
For the Maquimat customer, recommend Teint Idole 01 or 02 for Maquimat 03
users and Teint Idole 035 for Maquimat 04 users.
Shades 010, 01, 02 and 05 do not have an exact match with the new Teint Idole
Mat shades, so you need to test the new shades on the customer in order to
find the shade that corresponds to her skin tone.
Present your Power System:
Recommend complementary products to your client: Effacernes for perfect
coverage of dark shadows and redness and Blush Subtil to sculpt the face.
Recommend a powder like Color Ideal Powder to set make-up and for any makeup touch-ups.
Recommend the Effacernes colour according to the intensity of the dark
shadows (recommend Effacernes number 1 to add light and for customers with
very slight dark shadows, recommend number 2 for normal dark shadows and
number 3 for intense darkness. Effacernes number 4 will neutralise violet or
yellow areas on the face or around the eyes)
Suggest a colour in line with the Lipstick that the customer usually applies for a
perfectly matching, harmonious make-up result.
COMPETITORS
CHANEL with Double Perfection: Balancing make-up delivers a new kind of
matte finish that is softer and more luminous. The comfortable texture of a
cream, the finish of a powder. Moisturises dry areas as it adjusts to the specific
needs of the skin. Control shine in oily areas and hydrate dry areas. Lightreflecting pigments disguise fine lines and imperfections. Long wear.
DIOR with Diorskin Icône: Cream-to-powder texture with soft focus effect.
Perfect wear all day long, a lasting matte effect and velvet finish.
CLARINS with Teint Eclat Mat: Ideal for oily and combination skin types;
hydrate the skin with a fresh sensation and add a matte effect.
CLINIQUE with Stay True Makeup: Oil-free formula for combination and oily skin
types. Moderate to full coverage and long wear.
YVES SAINT LAURENT with Teint Mat Pureté: fluid foundation perfectly
adapted to the needs of combination to oily skin that ensures truly radiant skin
without shine. Matte finish without dryness, long-lasting wear throughout the
day.
TRAINER’S GUIDE | HYPNÔSE PRECIOUS CELLS
Present the different wishes women have for their make-up look and explain the
results they would obtain with this new Lancôme mascara.
A fundamental trend in lash treatments has recently emerged. Allergan
laboratories launched Latisse in the U.S. in early 2009.
Delivered with a prescription and applied by professional specialists, this
formula accelerates lash growth.
Among lash treatment launches, very few competitors combine care and makeup.
This is a significant opportunity for Lancôme, number 1 worldwide in mascaras
and expert on care, to enter the market with a strong advanced technology.
Lancôme is the number one in mascaras sales worldwide. Within the Lancôme
mascara geography, each woman will be able to find a mascara that
corresponds to her specific needs and desires. Explain the innovative result of
each mascara category over the past 20 years.
NEW HYPNÔSE PRECIOUS CELLS
Magnified Volume
Cream Mascara
Regenerates Lash Condition
Inspired by Lancôme research on skin stem cells
Immediately: plumps and lengthens curves
After 28 days: lashes are redensified and regenerated*
Immediately and ultimately expands, plumps and lengthens curves.
The creamy texture with shaping polymers coats each lash in a precious black
colour for a captivating gaze that lasts all day long.
After 28 days, the Lash Densifier™ complex protects lashes from daily
environmental aggressions preserving their beauty and extending their life cycle.
Lashes are visibly regenerated*: young lashes can now grow stronger and fuller
as mature lashes remain visibly longer and thicker.
Provide your lashes with the best of science.
Use this slide to explain the stem cell environment and effect. In the skin, stem
cells act to regenerate tissue. The environment where the stem cells live is
called a “niche”. Inside this niche, stem cells are in a quiescent state and they
wake up when the skin is in need of repair.
After having conducted research, Lancôme Laboratories has discovered an
important stem cell concentration in the lashes. The formula of the Hypnôse
Precious Cells Mascara will work to preserve stem cells’ environment boosting
the appearance of lashes: the lashes will become stronger, more beautiful,
shinier, and will be in perfect health.
The lash regeneration cycle lasts 1 to 3 months. The lash Densifier complex
included in Hypnôse Precious Cells extends the lash life cycle for strong and
beautiful lashes!
The Hypnôse Precious Cells formula is composed of Madecassoside + Arginine
+ Citric Acid + Celullar Vegetal Extract, an active ingredient derived from
Absolu Precious Cells skincare. Each component provides this mascara with
not only a perfect make-up result, but a never-before-seen care benefit for
lashes.
Explain the technology component:
Lash growth active ingredients from hair research
Madecassoside
Innovative anti-falling effect stemming from research on inflammation
Arginine
Boosts micro-circulation
Citric acid
Source of energy
The effectiveness of these three actives on lash growth has been proven (the
same components are in Ôscillation Powerbooster to help to boost the natural
growth of lashes. The big advantage of this mascara is a make-up result and a
care benefit. You can solely advise this product, but if your consumer uses
Ôscillation Power Boster, she can apply it after Hypnôse Precious Cells).
Active ingredient derived from Absolue Precious Cells skincare
Cellular Vegetal extract
Malus Domestica fruit cell extract helps activate stem cell regeneration
Ness Structure:
• Generously encapsulates the precious cell formula: smaller reservoirs on the
brush keep the formula in a perfect condition to make up the lashes and provide
a care benefit
• Delivers the formula directly to the lashes via superficial tension: the moment
the brush touches the lashes, the reservoirs releases the formula for a perfect
deposit onto the lashes
• Grants active ingredients optimal effectiveness: the brush structure and
formula were created to work in synergy as the product is deposited on the
lashes and takes effect
Two flat parts for optimal brush saturation after being wrung out
Two organised edges for ultimate separation
The flats parts and the two organised edges provide a high-volume make-up
result after application with separated lashes!
New pigments: intense deep black colour coats lashes for a dramatic look with
the Densifying Black shade.
How can you find out which mascara to recommend for each customer? Thanks
to two quick questions!
Role-play and review of mascara consultation questions:
1."Which type of mascara are you looking for: regular or waterproof?"
REGULAR
2.“Do you prefer a volumising result, lengthening and curling results, or
lengthening and separation results?"
Volumising buildable result: offer Hypnôse for a deep black result
Instant dramatic volumising result: offer Hypnôse Drama
Great Volume and care: offer HYPNÔSE PRECIOUS CELLS. It provides the
lashes with great volume while also providing them with the benefits of a
care product in one mascara
Lengthening and curling result: offer Virtuôse or Virtuôse Black Carat for more
black colour or sophisticated results
Lengthening and separation: offer Définicils for natural definition or L’Extrême for
a lengthening result
For all women and a complete result: offer Ôscillation. It is the first vibrating
mascara that extends, reshapes and multiplies lashes.
Once she has chosen the Lancôme mascara result most appropriate for her,
carry out a demonstration, give application tips, and then LINK
Systematically offer Ôscillation Powerbooster to maximise the mascara result. If
the customer is looking for Hypnôse Precious Cells, you don’t need to advise
Ôscillation Powerbooster for a link sale, because you will explain the care
benefits that are part of that mascara to the customer!
Daytime look
Brow Shaper Precious Cells
Ombre Absolue D25
Artliner 06
Hypnôse Precious Cells
Evening look
Ombre Absolue A15
Artliner 05
Night look
Ombre Absolue C50
Artliner 07
Glamourous look
Ombre Absolue F75
Artliner 01
TRAINER’S GUIDE | TROPIQUES MINÉRALE
CREATE A HIGH LEVEL OF INNOVATION IN LANCÔME NATURALNESS
Clear indication of the percentage of natural ingredients: 88%
“Good-for-the-skin” cosmetics, scientifically approved
Both compact and loose powders for refined, smoothed skin, a fluid texture to
enhance the natural bronzing effect and a palette to create beautiful healthyglow make-up on the face and cheeks
MAXIMISE THE VISIBILITY OF THE POS THROUGHOUT THE BRONZING SEASON
2010
More than bronzing Make-up: lively glow all day, year round.
Immediately, your complexion is beautifully bronzed and perfectly natural, as if
glowing from within. The fine, non-caking texture leaves the skin feeling makeup free.
Day after day, this mineral conditioning powder reveals smoother, more refined
skin, allowing you to prolong your tan effect..
The three colours and pigments are layered onto your skin, to create the truest,
most lively bronzing effect.
BENEFITS:
Stay-true colour
Truest translucent glow
Talc-free
More than bronzing Make-up: a brand new 3-shade bronzing palette for a real
reinvented getaway with authentic colours.
Inspired by one of Lancôme’s first five perfumes, “Tropiques”: the fragrance
evoking a holiday destination, along with intense colours, pure design and an
exotic experience.
TRAINER’S GUIDE | TROPIQUES MINÉRALE
Immediately, your complexion is beautifully bronzed with a dewy glow.
Day after day, this conditioning natural bronzing foundation, reveals smoother,
more refined and dewy skin, allowing you to prolong your tan effect.
BODY
TRAINER’S GUIDE | SLIMISSIME 360°
EDUCATION OBJECTIVES
1. Discover Lancôme’s major knowledge on cellulite: The spiral of cellulite
apparition unveiled.
Beyond elimination, Lancôme creates 360° Slimming Action,
Sculpted volumes, Smoothed dimples
SLIMISSIME 360°, the Slimming Activating Concentrate, Lifting- DrainingFirming for All cellulite types
2. Mastering the POS sales strategy
How to introduce SLIMISSIME 360° to a customer and how to create
efficient link selling with LANCÔME body range.
CUSTOMER PROFILE
All Women
All cellulite types
Her skin concerns:
Cellulite aspect
Ungraceful curves
Lack of firmness
KEY MESSAGE
Lancôme unveiled major knowledge on the spiral of cellulite apparition:
Cellulite has a multifactorial origin: Storage, multiplication, and migration.
For the 1st time from Lancôme: the 360° complex is conceived to fight
the appearance of cellulite at every step of this spiral, simultaneously
helping to eliminate existing cellulite and to prevent its reappearance.
Exceptional results: immediate smoothed dimples
slimming sensation in just 7 days
sculpted volumes after 1 month.
Introduce the advertising visual SLIMISSIME 360°
360° Slimming Action/ Sculpted volumes, smoothed dimples
Recap about cellulite causes.
Cellulite is an unsightly phenomenon affecting 90% of women
Women are waging a war on these annoying build-ups.
Cellulite is less and less accepted, and is currently one of the first motives
when consulting a beauty professional.
Cellulite is an accumulation of subcutaneous fat.
The origin is mainly hormonal (estrogen = female hormones), which explains
that women are the main victims of cellulite.
The accumulation of fat occurs mainly on thighs, hips and buttocks.
Beyond the aspect which may appear unsightly, cellulite leads to a poor
removal of toxins and poor drainage of water resulting in the orange peel
effect
Every women are different and we could describe different types of cellulite.
Play an interactive quizz about the different types of cellulite
FAT CELLULITE:
Cellulite is due to an excess of fat.
It’s generally the consequence of lack of physical activity and a too rich diet.
We can identify the clinical signs by :
- An excess of fat
- When you pinch the skin, it’s soft and painless
- The solution is to slim
AQUEOUS OR INFILTRATED CELLULITE
Lack of physical activity is also a cause of watery cellulite but can also
coming from a poor circulation. Retention of water is the cause of cellulite infiltrated
Location:
Buttocks, tights, legs, ankle
We can identify the clinical signs by:
Retention of water and heavy legs,
The skin is soft to touch
The Solution is to drain
FIBROUS CELLULITE:
This type of cellulite is not necessary due to weight gain.
It’s installed since long time and difficult to remove.
The dimple touch is visible without pinching
Location:
Knee, Tights and Buttocks
It’s easily recognizable:
It’s distinguished from other types of cellulite by the purple color
This cellulite is hard and painful to touch.
The Solution:
Massage+ Firming- Lifting
For the 1st time,
Lancôme goes beyond elimination.
360° SLIMMING ACTION
SCULPTED VOLUMES, SMOOTHED DIMPLES
SLIMISSIME 360°
Slimming Activator
Lifting – Draining – Firming
All cellulite types
Today, our laboratories goes further in the CELLULITE knowledge and unveil
the spiral of cellulite apparition
Dimples are not only the result of fat Storage in the adipocytes,but also of the
Multiplication of these cells and their Migration towards neighboring tissue.
Let’s discover the spiral of cellulita apparition discovered by our Laboratories
We can observe 2 skins cuts
On the left picture, there is a skin without cellulite/ Thefat cells ( adipocytes)
are present in the hypodermis.
On the right picture, we can observe the process of cellulite apparition.
First step: there is a storage of fat cells, then a multiplication of the
adipocytes. And at the end they migrate towards neighbouring tissues by
deterioration of the matrix (due to the MMP activities)and give a process of
inflammation created a fibrosis , which give this dimple aspect on the surface of
the skin
Thanks to Slimissime 360°, we will fight against this phenomenon
The results are Exceptional :
immediate smoothed dimples
slimming sensation in just 7 days
and sculpted volumes after 1 month.
Silhouette is refined and skin texture looks transformed.
Your body contours rediscover the pleasure of more shapely, firmer curves.
Under the effects of extreme smoothing, skin’s supple, silky touch feels
restored.
For the 1st time from Lancôme: the 360°complex is conceived to fight
the appearance of cellulite at every step of this spiral, simultaneously
helping to eliminate existing cellulite and to prevent its reappearance.
SLIMISSIME 360°
- Slow down the Storage and increase the elimination
- It reduces the Multiplication
- And inhibits the Migration
The IN VITRO TESTS CONFIRMS THE 360°ACTION:
STORAGE
We can observe in time, an
- Activation of the lipolisis
> Elimination of fatty acid is boosted
MULTIPLICATION
We have mesured the rate of adiponectin
Adiponectin is a protein hormon that modulates a number of metabolic
processes, including fatty acid catabolism.
Adiponectin play a role in the regulation of the fatty acids oxydation.
In this test we can observe the stimulation of adiponectin syntheis.
> The recruitment of new adipocytes is hindered
MIGRATION
They are capable of degrading all kinds of extracellular matrix proteins
The MMPs (Matrix metalloproteinase ) belong to a larger family of proteases .
There are differents types of MMP. The MMP2 and MMP9 are one type, which
the main role is to degrade the type I collagen.
In this test we can observe the Inhibition of MMP activities responsible for the
matrix deterioration
> Tissue’s expansion toward the surface is reduced
After 28 days of Slimissime application, the test in vivo, highlight
a significative diminution -19% of the surface irregularities*,( vs placebo)
linked with the presence of underlying cellulite .
*The test MEASURES THE CELLULITE ASPECT ON 19 WOMEN DURING 28 DAYS
THE 360° COMPLEX is composed by
Association of Extract of Lotus + Caffeine+Escine/ Rutine for a
SLIMMING ACTION
And The sea Fennel extract for a FIRMING ACTION
Hyaluronic Acid completes the formula for a MOISTURIZING ACTION
THE EXTRACT OF LOTUS acts on 3 causes of the cellulite appearance :
On multiplication:
•Decrease the recruitment of new adipocytes
•On migration:
•Reduce dermis degradation caused by adipose tissue
•Diminishes inflammation caused by cellulite
On Storage
Stimulate LIpolysis
CAFFEINE/RUTINE/ ESCINE
These 3 ingredients have an action.
•Slow down the storage of glucose and fatty acid
•stimulate destockage
SEA FENNEL EXTRACT
Boost the Collagen synthesis for a Firming Action
HYALURONIC ACID
Trap Natural water
Moisturizing Action
and increase deep hydration of the skin, for a
(Propose to try the texture)
New, indulge in a totally unique gel-cream texture, with its instant
contouring effect, astonishing glide and fast penetration.
Enriched in micro-pearl particles for radiant skin and instant visible correction.
(Show the bottle)
Slimissime is presented in a very elegant and feminine packaging.
The color ( silver and black) transmit modernity and elegance.
Black color, is a strong slimming code in couture.
The Shape of the bottle is very feminine and a metaphor of the product
benefits.
It’s very rupturist on the slimming market.
Developed by the Lancôme Institute, the “sculpting spiral” massage
technique was designed to provide the effectiveness of salon treatments at
home and to maximize the sculpting, smoothing and draining power of
the Slimissime 360° Slimming Activating Concentrate.
HOW TO PRESENT SLIMISSIME TO EVERY CUSTOMER
As a novelty
A- Step by step, focus on the 6 steps of the scenario
1- Introduction
2- Presentation: Reveal the innovation
3-Texture demonstration
4- Product benefits
5- Application
6- Link selling following the customer’s concerns
A state-of-art skincare routine:
Each Lancôme skincare product responds to the individual concerns and
delivers a specific benefit. Moreover, they all work in perfect synergy to
provide maximum results.
EX: Let’s discover the enriched Lancôme Power System:
1- Prépare the Skin: EXFOLIANCE CORPS
2- Intensive treatment: SLIMISSIME 360°
3- Global product: NUTRIX Body Oil
B- Role Play with participants
“Let’s discover together how SLIMISSIME 360° fits into your daily body
ritual …” Apply it locally on your concerned areas and on a skin perfectly
cleansed with EXFOLIANCE CORPS and for nourrishing concern , apply
NUTRIX Body Oil on the whole body.”
Slimissime 360° will be settled in the Lancôme Slimming Range.
Complementary to Magistrale: firming action on targeted areas:
Stomach, arms, decolleté.
Present the competitors products.
Reminder on the Body market Shares:
• 17% in average vs 87% for face (Source: Health and Beauty Planet)
• Only 7 % for Lancôme vs 93% for face
→ Lancôme can easily gains some shares.
Capitalize on a sensorial and efficient texture with beautiful and impactful
Sample and Trial Size.
In the free Access, SLIMISSIME 360°, will be available with the body range,
on the middle, between The moisturizing range and solar products.
The slivers of Daria catch the attention and will provide more attractivity
to the product.
Appendix
LANCÔME MASSAGE METHOD
SLIMISSIME 360°
SLIMMING ACTIVATING CONCENTRATE
SCULPTED VOLUMES – SMOOTHED DIMPLES
LIFTING – DRAINING – FIRMING
ALL TYPES OF CELLULITE
Major knowledge: the spiral of cellulite apparition unveiled.
Dimples are not only the result of fat storage in the adipocytes,
but also of the multiplication of these cells and their migration towards
neighboring tissue.
For the 1st time from Lancôme: the 360° Complex is conceived to fight the
appearance of cellulite at every step of this spiral,
simultaneously helping to eliminate existing cellulite and to minimize
its reappearance.
New, indulge in the totally unique gel-cream texture,
with its instant refreshing and lightening effect,
astonishing glide and fast penetration.
Enriched in micro-pearl particles for a radiant skin and instant visible correction.
Exceptional results: sculpted volumes, smoothed dimples.
The silhouette is refined and the skin texture appears transformed.
Your body contours rediscover the pleasure of more shapely, firmer curves.
Under the effects of extreme smoothing, the skin’s supple, silky touch feels restored.
360° SCULPTING METHOD
Developed by the Lancôme Institute, the “sculpting spiral” massage technique
was designed to provide the effectiveness of salon treatments in your own
home and to maximize the sculpting, smoothing and draining power of the
Slimissime 360° Slimming Activating Concentrate.
1. HELP DESTOCK FAT with deep kneading
• Action: this first step is based on deep kneading to help break down fat and
smooth the dimpled appearance of the skin.
• The Lancôme Institute Method: take a fold of skin with both hands and twist in
one direction and then the other. Repeat this movement over the entire treated area.
¾Tummy and waist
• Standing position.
• To cover this entire area, begin kneading at the waist, then move in
zigzag movements, working outwards.
¾ Legs and buttocks
• Standing position, with one foot on a chair.
• Begin kneading on the outer side of the thigh, on the “saddlebag” area.
• Continue kneading until reaching the buttock.
• Repeat these movements on top of the thigh.
2. PREVENT FAT CELL MULTIPLICATION with digitopressure
• Action: this second step features acupressure to help optimise the assimilation
of fat in order to prevent new fat from forming.
It also provides an active “slimming sensation”.
• The Lancôme Institute Method: breathe in deeply, then apply light pressure while
breathing out for 3 seconds.
¾Tummy and waist
• Standing position
• Use the middle finger to apply pressure on the median line at a point
halfway between the navel and sternum.
¾Legs and buttocks
• With arms along the body and the palms of the hands held against
the outer side of the thighs, apply pressure with the middle fingers.
• Use thumbs to apply pressure on the points midway under each buttock.
3. PREVENT FAT MIGRATION with the “sculpting spiral” technique
• Action: this third and last step uses “sculpting spirals” to help eliminate toxins and
reshape the body to reveal a sculpted figure.
• The Lancôme Institute Method: massage while applying light pressure and
gliding the hands in a spiral movement. Repeat the movment 3 times to cover all the
area treated.
¾Tummy and waist
• Place hands flat on the aine/ the middle of the fold between the thigh
and the groin. Press slowly three times to stimulate blood circulation.
• Release 3 doses of Slimissime 360° into the palms of your hands.
• Cross arms over the tummy (right arm under left arm), with hands flat
over the sides of the waist. Uncross your arms, gliding hands above the
navel. Circle around the navel in a clockwise direction, then return to the
crossed position (left arm under right arm).
• Repeat the movement 3 times.
¾Legs and buttocks
•Standing position, with right foot on a chair.
•Place your hands flat under the feet and press slowly 3 times to
stimulate blood circulation.
•Release 3 doses of Slimissime 360° into the palms of your hands.
• Place the left hand on the heel and the right hand on top of the foot.
• Glide your hands up the leg in a spiral movement.
• End the movement with the left hand in front of the knee and the right
hand in back of the knee.
• Repeat the movement 3 times.
• Standing position, with right foot on a chair.
• Place hands flat behind the knee and press slowly 3 times to stimulate
blood circulation.
•Release 3 doses of Slimissime 360°into the palms of your hands.
• Place the right hand on top of the knee and the left hand behind the knee.
• Glide your hands to the top of the thigh in a spiral movement.
• The left hand stops at the groin and the right hand continues to the top of the
buttock. Perform this movement 3 times.
Do the same on the other legs by reversing the direction of the movement and
the placement of the hands
SUNCARE
TRAINER’S GUIDE | GÉNIFIQUE SÔLEIL
1-Discover Lancôme’s major knowledge on genes & UV
Lancôme creates the 1st advanced suncare to shield youth genes,
GÉNIFIQUE SÔLEIL, SOLAR YOUTH PROTECTOR
UVA-UVB
2. Mastering the POS sales strategy
How to introduce GÉNIFIQUE SÔLEIL to a customer and how to create
efficient link selling with LANCÔME suncare and skincare range.
CUSTOMER PROFILE
All Women from 25 years old to 60 years old
Her skin concerns:
Tan progressively and safely with no sunburns and photo aging signs such as
wrinkles and spots.
Avoid to have dry skin .Preserve the skin’s youthful
Introduce the advertising visual GÉNIFIQUE SÔLEIL
SOLAR YOUTH PROTECTOR UVA-UVB
Remind the great success of Génifique Youth activator:
Now, Lancôme goes further and capitalizes on a new major scientific discovery
related to genes and UV to invent:
The 1st ADVANCED SUN CARE TO SHIELD YOUTH GENES
UV RAYS ALTER GENE EXPRESSION CONDUCTING TO PREREMATURE
AGING.
UV exposure induces gene expression modulation which is traduced in proteins
synthesis variations.These modifications represent skin ‘s signature of solar
exposure.
With age and repeated sun exposures, skin becomes dry, its quality is altered
and photo-aging signs appear (wrinkles and brown spots)
GÉNIFIQUE SÔLEIL, SOLAR YOUTH PROTECTOR
represents a great technological breakthrough thanks to its formulas elaborated
to preserve skin’s youth and to reveal ideal tan progressively and safely.
Composed with an advanced broad UVA-UVB filter system from L’Oreal
research and a specific potent anti-oxidant complex to protect effectively the
skin against the UV damage.
THIS NEW KNOWLEDGE ON PROTEINS AND UV DAMAGE EXPLAIN TWO
IMPORTANT POINTS:
1° ) UV rays modify gene expression conducting to premature aging
2°) When we apply a SFP sun protection, 98% of genes are not modulated
and consequently skin original youthful quality is preserved
=> Up to 90% of genes are protected
=> Genes ‘ activity is really shielded
MEXORYL ® SX is powerful UVA Filter.
NB: it is primarily the UVA rays that are responsible for premature aging. It is
photostable, which means that it maintains its filtering properties over time.
MEXORYL ® XL is powerful, photostable UVA and UVB filters.
It maintains its filtering properties over time and acts in synergy with the
Mexoryl® SX.
The SPF is an indication of the solar erythema (sunburn). To obtain an SPF, a
filtering system with several filters, such as Mexoryl®SX and XL (exclusive to
L'Oreal) must be introduced into the formula
Vitamin E is well know for its anti free radicals property to preserve the
appearance of aging signs Vit Cg helps to reinforce the action of Vit E to ensure
youthful skin protection.
Manitol, hydrating agent which provide an instant and intense skin’s moisture
for a long lasting effect
Demonstrate the textures to the participants;
Day after day, skin’s youthful quality is preserved:
its texture remains smooth and fine, its touch stays supple and comfortable.
Tan is radiant and homogeneous, as if glowing from within, magnificently
luminous
SÔLEIL DNA GUARD TM : this range has been launched
in 2007. It was the most Advanced Research by Lancôme to protect skin and
its most precious component: DNA.
Advanced protection:
UVA/B filtration spectrum help give highly effective, broad and ideally balanced
protection against both UVA&UVB, whist Vitamins E, Cg and Pro vitamin B5
optimize anti-free radical action.
Enriched with mango extract, it nourishes perfectly the skin. The textures are
more suitable for women between 40 and 50 years old
GÉNIFIQUE SÔLEIL; YOUTH IS IN YOUR GENES. PROTECT IT.
For all women onward 30’,
For all skin types, even sensitive
GÉNIFIQUE SÔLEIL protects your skin from UV rays to help maintain gene
activity and preserve skin’s youthfulness.
An exclusive combination of an advanced broad UVA/UVB filter system and a
specific anti-oxidant complex helps fight against changes to gene activity.
Perfect looking tan, protected skin’s youthfulness.
Supple and velvety to the touch, smooth and fine texture. Your tan looks
magnificently radiant and even, as if it from within.
Comment the comparison with GÉNIFIQUE Youth Activator
Remind the great success of Génifique Youth activator:
AT THE VERY ORIGIN OF YOUR SKIN’S YOUTH: YOUR GENES.
10 YEARS OF RESEARCH & 7 PATENTS to reveal that genes are expressed
into proteins « genes of youth »
Review with the group Génifique Youth Activator’s knowledge
Remind these two revolutionary discoveries:
1°) With age, genes need more time to act to produce proteins
2°) For the first time, specific skin youth proteins have been identified
Génifique Youth Activator is the first skincare for all women from 30 onwards
that revives the activity of the genes of youth
COMMENT THE COMPLETE SUN CARE GEOGRAPHY
Please use the LANCÔME EXPERT SUNCARE ADVICE to realize quickly the
sun diagnosis on the counter in order to personalize the suncare products
recommendation.
Follow the questions and use the cartelette to find the right SFP protection
which must be recommended
Do not forget to introduce to all women from 30 onwards systematically
GÉNIFIQUE SÔLEIL range thanks to its major scientific discovery on genes
and UV. Explain that youth is in your genes, protect it.
Demonstrate the exceptional textures, very fresh that melt into the skin
Present compulsorily the new range Génifique Sôleil by explaining the
revolutionary scientific discovery
For all women onwards 30’, do not hesitate to recommend as well Génifique
range to prepare the skin before sun exposures and to reactivate the skin
youth.
Recommend a higher SPF protection for the face and explain the necessity to
reapply many times per day the suncare protection particularly after each
swimming.
Then recommend a lower sun protection for the body and to moisturize the skin
after sun protection.
SKINCARE| |LAUNCH
LAUNCH
CALENDAR
SKINCARE
CALENDAR
/ / /// /
NOTES
LANCÔME MEN
TRAINER’S GUIDE | GÉNIFIC HD
1. Discover Lancôme Men’s major discovery in skincare: Génific HD, the first
skincare for men that revives the activity of the genes of youth.
2. Mastering the selling strategy on the POS.
How to introduce Génific HD to your Lancôme customers, new customers and
create efficient link selling?
CUSTOMER CONCERNS
ALL MEN OF ALL AGES
Men who are early skincare adopters in search for the latest scientific
innovations, eager for new products and services. They look for proof,
efficacy and aesthetics.
His skin concerns:
Weakened skin barrier
Lack of comfort
Irregular texture and tone
Irritated and sensitive skin
KEY MESSAGE
Lancôme Men invents the first skincare for men that revives the activity of
the genes of youth.
Scientifically proven results : Visibly rejuvenated skin in just 7 days.
10 YEARS OF RESEARCH. 7 PATENTS
Review Lancôme Men skincare : the saga
• Successful Anti-Age expertise positioning. Anti-age being the most dynamic
face care segment for the past 3 years.
• Successful launch and perennial installation
> n°2* anti-age (with Rénergy 3D as star product)
> n°3* face care (with 2 to 3 references in the top 20)
* Ranking Europe
A major scientific discovery
The first male skincare project ever in the cosmetic world to benefit such
a breakthrough in the territory of genes. We have 10 years of Research and
7 patents.
To fully understand this new territory, let’s have a dive in the very heart of
the skin right through the genes.
Genes are located in the very core of the cells, in a part called the nucleus.
More precisely on each of your chromosomes composed of a thin ribbon
molecule that you all know as the DNA.
What is the role of the DNA? This is the databank, the hard drive of your
genetic patrimony what we call the genome which will create your
individuality. The entire genome is present in all cells of your body
and contains more than 30 000 genes, but only one part of it is expressed in
skin.
Genes are expressed into proteins
It means that the gene information on the DNA is read to create protein.
These proteins are the essential constituents of the skin.
The gene activity can be modulated by the information they receive from their
environment. And it is on this environment thanks to our technology that
we are going to act.
With age, genes need more time to act to produce proteins. Following
stimulation of genes’ expression, we identified the number of genes expressed
during time for young patients compared to aged patients. The peak answer is
maximum at 6 hours for young patients and at 30 hours for aged patients: a
24 hours delay
This amazing result shows that with age, the biological environment of the
genes is modified. By studying more than 3000 genes, our Laboratories
demonstrated that the activity of genes slows down with time. This delay will
induce a difference in the proteins found on the skin surface.
We also identified these specific proteins are the skin’s signature of youth.
For the first time, our Laboratories have identified and quantified these
specific proteins that sign skin’s youth.
Genes and Men’s skin
What is true for women is also true for men with specific consequences.
At the very origin of your skin’s youth: the genes. By expressing themselves,
the genes produce specific proteins, that can be found on the skin’s surface.
These proteins are the skin’s signature of youth. With age, their presence
diminishes.
As a consequence, an older skin takes longer than a younger one to “repair”
itself and to face daily aggressions.
Specific male characteristics
Men’s skin barrier weaken with time, increasing sensitivity. Daily aggressions
like shaving make men’s skin more sensitive and irritated. It loses its comfort
and feels weaker.
Thanks to our Advanced Research, Lancôme Men changes the face of skincare
with the first Youth Activator for Men – Génific HD that revives the activity of
the genes of youth.
Scientifically proven results
WORK IN PROGRESS
Spectacular skin results
Drop by drop skin is infused with life:
> Visibly rejuvenated skin in just 7 days
> Dramatically refined texture
> More supple touch
> Fresh and healthy tone
> Extreme skin comfort
Who do we target with Génific HD?
Our goal with Génific HD is to target all men of all ages. They are:
- Early skincare adopters in search of the latest scientific innovations
- Eager for new product and services
- Looking for proof, efficacy and aesthetics
What main skin concerns are we addressing with Génific HD?
What you can see:
Lack of comfort
Irregular texture and tone
Irritated and sensitive skin
What he may tell you:
“My skin tone is uneven and dull, my skin shows signs of fatigue, my skin had
never felt so uncomfortable and sensitive…”
Selling strategy
Using the Expert Consultation Guide, review the Lancôme Skincare Geography.
A transversal skincare offer
Génific HD answers a transversal need: for all men of all ages. Therefore
Génific HD is placed transversally in our Lancôme Men skincare geography
besides strong anti-age pillar such as Rénergy 3D.
How to introduce Génific HD?
“ Let me introduce GÉNIFIC HD, the first Youth Activating Concentrate for men
that visibly rejuvenates the skin in just 7 days.
Deep inside your cells lie your genes. With age, the genes slow down their
activity. GÉNIFIC HD reactivates the genes of youth to regain the quality of a
young skin. Day after day your skin is extremely comfortable, your skin tone is
fresh and healthy and your skin texture is refined.
For your daily routine, apply after shaving or on a perfectly cleansed face and
neck, GÉNIFIC HD morning and/or evening, avoiding the eye contour.
Apply GÉNIFIC HD daily and spread it across the forehead, cheeks and chin
in long gliding strokes, working from the centre of the face outward. Finish on
the T-zone, then under the jawline and down the neck.
Its gliding and refreshing texture deeply penetrates down into skin and procures
comfort all day long. After few seconds, the skin is soothed after shaving, soft
and smooth.
Demonstrate and link
According to your customer key concerns, link Génific HD with Lancôme Men
skincare daily ritual.
NEW CUSTOMER
For example, his concerns are to prevent and fight premature aging. Link with
Age Fight Yeux and the High Definition Shave Foam for a complete routine.
“ For your daily routine, take 2 to 3 drops of Génific HD apply morning and
evening on a perfectly cleansed face and neck. Follow up with Age Fight Yeux to
reduce the appearance of fine lines and reduce under eye puffiness.
For a global and efficient routine, use the High Definition Shave Foam for
a precise shave and a smooth skin. “
Demonstrate and link
LOYAL CUSTOMER
For example user of Rénergy 3D, his concerns are wrinkles and loss
of firmness. Link with Rénergy 3D Yeux and Rénergy 3D cream.
“ For your daily routine, take 2 to 3 drops of Génific HD apply morning on a
perfectly cleansed face and neck. Follow up with Rénergy 3D Yeux to diminish
appearance of wrinkles on the eye contour area and to improve firmness. In the
evening, for an intense anti-age routine apply Génific HD, follow up with Rénergy
3D lifting, anti-wrinkle, firming cream and with Rénergy 3D yeux.”
Disruptive packaging
An innovative luxurious masculine shape that has been created to make Génific
HD a new myth.
Launch support
Display your Génific HD local support launch.
FIND OUT MORE ABOUT THE TECHNOLOGY
Made-to-measure technology
Today, for every man, the fruit of 10 years of research, protected by 7 patents.
Specifically designed for men skin, for all skin types even sensitive.
GÉNIFIC HD Complex:
> Decrease specific proteins of aged skin
> Increase specific proteins of desquamation
> Strengthen skin barrier (lipids and cells)
> Increase* some skin hydration proteins
> Stimulate* cell differentiation and proliferation
TIGER HERBS Extract:
> Decrease skin irritation due to shaving
> Decrease irritation skin proteins
> Stimulate restoring skin proteins
* Clinical study: proteins measurement - 25 men - 6 weeks
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