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Artistry Pure White Rally
 

Artistry Pure White Rally

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    Artistry Pure White Rally Artistry Pure White Rally Presentation Transcript

    • E N G L IS H Artistry Pure White
    • Artistry Pure White Presentation Outline  Pure White’s Skin Whitening Concept  Introduction of Pure White Spot Corrector  Looking into Pure White Line  The People and Technology Behind Pure White  Success Story about Pure White
    • Artistry Pure White The Concept of Pure White Skin Whitening
    • Concept of Pure White The concept of Pure White is based on Artistry’s Holistic Approach to Skin Whitening
    • Concept of Pure White Artistry’s Holistic Approach to Skin Whitening is PPT  Prevent  Formation of melanin  Irritation/inflammation  Excess surface oil  Protect  UVB/UVA  Free radical activity  Treat  Hyperpigmentation  Disrupted skin barrier  Dead skin cells on the surface
    • Concept of Pure White Prevent the Formation of Melanin  Melanin in the skin causes skin discoloration  Controlling skin melanin content is the key to controlling hyperpigmentation  Key technology areas:  Control the factors that induce melanin formation UV rays Hormone Irritants (harsh surfactants, over-washed oily skin, dry skin)  Control the production of tyrosinase in the skin  Control the activity of tyrosinase  Remove the existing melanin in the skin
    • Scientific Background Formation of Melanin in Skin  Melanin is produced by pigment cells called melanocytes  Melanocytes live at the Dermal-Epidermal Junction and produce melanin containing vesicles called melanosomes  Melanosomes transfer to keratinocytes (epidermal cells) to protect the skin from harmful UV rays
    • Scientific Background Biochemistry of Melanin Formation
    • Causes of Melanin Formation U.V. Light Genes Hormones Inflammation n als Melanocyte sig h er e) ot on or or m ki ne H ting h S la Produce C yt o M u m Tyrosinase (enzyme) sti te o cy elan (m Produce Melanin (eumelanin and Epidermal Transfer to phaeomelanin) Cells epidermal cells
    • UV Induced Pigmentation UVA Causes Immediate Darkening UVA Radiation Keratinocytes – Melanin formation Immediate Pigment Darkening Hyperpigmentation
    • UV Induced Pigmentation UVB Causes Persistent Darkening UVB Radiation Keratinocytes – Induce MSH Melanocytes – Induce Melanosome Synthesis Melanosomes - Transfer to Epidermal Cells Hyperpigmentation
    • Hormone Induced Pigmentation Pregnancy - Increase in Estrogen Keratinocytes – Increase in MSH Melanocytes – Melanosome Synthesis Melanosomes - Transfer to Epidermal Cells Hyperpigmentation
    • Inflammation Induced Pigmentation Melanocyte activity is stimulated by inflammatory mediators PIH (post inflammatory hyperpigmentation)
    • Inflammation Induced Pigmentation Causes of Post-Inflammatory Hyperpigmentation  Chemical irritation  Sun exposure  Acne  Extreme dry skin  Over-washed oily skin  Injury  Poor skin health
    • Concept of Pure White Fundamental Guidelines in Developing Pure White Products  Focusing on Efficacy  Prevent  Protect  Treat  Focusing on Safety  Tested on sensitive skin  Minimize irritation  Focusing on aesthetics  Elegant skin feel  Elegant fragrance
    • Focusing on Efficacy Prevent  Prevent the formation of excess melanin  Inhibitingthe activity of MSH (melanocyte stimulating hormone)  Tyrosinase production inhibition  Tyrosinase activity inhibition
    • Prevent Inhibiting the Activity of MSH Artistry Patent-Pending Ingredient Black Cohosh Extract Anti-MSH Activity (in Pure White Essence, and Crème)
    • Prevent Inhibiting the Activity of MSH UV Rays, Hormones, and Inflammation Keratinocytes MSH: Signaling molecules Signal Receptor Melanocyte
    • Prevent Inhibiting the Production of Tyrosinase Transcription Translation Amino Acids Tyrosinase
    • Prevent Inhibiting the Production of Tyrosinase Artistry Patent-Pending Ingredient Asparagus Extract Regulate the Transcription Step of Tyrosinase Production (in Pure White Essence and Crème)
    • Prevent Inhibiting the Activity of Tyrosinase Artistry Patented Ingredients Acerola Cherry Ferment + Bearberry Extract (Contained in Pure White Essence)
    • Prevent Prevent Irritation and inflammation Soothing the skin with Aloe extract (Pure White Toner and Cleanser) Anti-inflammatory agent – Dipotassium glycyrrhizate (Pure White Cleanser, Mask, and Spot Corrector), Willow bark extract (Pure White Toner) Moisturizing ingredients to prevent dry skin (Pure White Toner and Moisturizer) Gentle, amino acid based surfactant (Pure White Cleansers)
    • Focusing on Efficacy Protect Protect the skin from harmful UV rays  Sunscreens  Organic (absorbs the energy of UV rays into sunscreen molecules to neutralize its harmful effect)  Physical (absorbs and reflects the energy of UV rays)
    • Protect The Sun Protection Factor, SPF Time to burn the skin – with sunscreens SPF = Time to burn the skin – without sunscreens 300 m (protected skin) in = 10 (SPF = 10) 30 m (unprotected skin)* in S PF 15: Pro te c tio n fo r 5 - 8 ho urs *depending on the skin type and the intensity of the sun
    • Protect The Protection Factor for UVA, PFA PFA = Minimal response dose (with sunscreens) Minimal response dose (without sunscreens)  PFA = 2 – 3.9 PA +  PFA = 4 – 7.9 PA ++  PFA >= 8 PA +++
    • Protect Protect skin from free radicals and reactive oxygen spices (ROS) Artistry Patented Ingredient Bitter Orange Peel Extract Neutralizes free radicals and ROS (in Pure White Moisturizer, Essence, Masque, Crème and Spot Corrector)
    • Focusing on Efficacy Treat  Treat hyperpigmentation  Control formation of melanin  Remove existing melanin in skin via exfoliation  Treat disrupted skin barrier  Treat dead skin cells on the surface
    • Concept of Pure White Section Summary The concept of Pure White is based on Artistry’s Holistic Approach to Skin Whitening
    • Artistry Pure White Introducing Pure White Spot Corrector
    • Artistry Pure White The Compelling Selling Proposition The Brightest Whitening Line Continues to Get Brighter
    • Pure White Spot Corrector General Information A slightly off-white lightweight lotion  In a plastic tube with a needle-nose applicator  To replace the current waxy pencil form Spot Treatment  Designed to lighten the darkness of the spots and freckles  Available in 2006 in Asian markets
    • Pure White Spot Corrector Key Features  Under the category of special Use/functional cosmetics for whitening and sunscreen  SPF15 and PA++  Vitamin C derivative (3% magnesium ascorbyl phosphate) for skin whitening  A blend of plant extracts scientifically proven to have whitening efficacy  Antioxidants, anti-irritants, and gentle exfoliants  Excellent clinical and consumer test results
    • Pure White Spot Corrector Clinical Whitening Efficacy: Darkness of Spots 0 0 -5 -4.3 -10 % Change -15 -11.5 -20 -25 -30 -27.4 Baseline 4 Week 8 Week 12 Week
    • Pure White Spot Corrector Clinical Whitening Efficacy: Skin Tone 0 -5 -2.8 -10 % Change -10.2 -15 -20 -25 -24.9 -30 Baseline 4 Week 8 Week 12 Week
    • Pure White Spot Corrector Clinical Whitening Efficacy: Skin Clarity 60 56.8 50 38.6 40 % Change 30 20 17.8 10 0 0 Baseline 4 Week 8 Week 12 Week
    • Pure White Spot Corrector Ingredients - Whitening  Water soluble Vc derivative (MAP)  Lemon and cucumber extract (Uninontan U34)  Skin lightening blend containing the following:  Mulberry root extract  Sanguisorba officinalis (great burnet) extract  Scutellaria Baicalensis (georgi) Root Extract  Aminobutyric Acid  Glucosamine Hydrochloride  Saccharum Officinarum (sugar cane) Extract  Glycyrriza Glabra (Licorice) Extract  Arctostaphylos UVA Uris (bearberry) Leaf Extract
    • Pure White Spot Corrector Ingredients - Sunscreen  Organic (octinoxate) – UVB  More oily skin feel  Inorganic (TiO2) – UVA & UVB  Dryer skin feel  Combination of the two  SPF-15 and PA++  Good skin feel
    • Pure White Spot Corrector Ingredients – Cell Protection  Bitter orange peel extract  Aloe barbadenesis leaf extract  Dipotassium glycyrrhizinate  Tocopherol  Water soluble Vc derivative (MAP)
    • Pure White Spot Corrector Ingredients – Exfoliation  Artistry patented neutral pH exfoliation technology featuring Vc derivative (MAP).  Lactic acid
    • Pure White Spot Corrector Ingredients – Moisturization  Sodium hylauronate  Panthenol  Glycerin  Glycine Soja (Soybean) Oil
    • Pure White Spot Corrector Actives Delivery  A light oil-in-water emulsion featuring quick absorption into the skin
    • Pure White Spot Corrector Usage Information  Twice a day (morning and evening)  Use after cleanser and toner, before moisturizer  Apply directly on the spotted area, gently spread and rub it in  Can be used any time during a day if needed
    • Artistry Pure White Looking into Pure White Family
    • Pure White Family The Holistic Approach to Skin Whitening by Pure White Products  PPT (Prevent, Protect, and Treat)  Mild cleanser to avoid irritation caused by harsh surfactants  Masque to boost moisture and whitening effect  Toner to maintain skin health
    • Pure White Family The Holistic Approach to Skin Whitening by Pure White Products  Essence and Spot Corrector to treat hyperpigmentation  Moisturizer for day time UV protection  Crème to boost moisturization during daytime and restore skin function at night
    • Pure White Family Usage Sequence Pure White Cleansers Pure White Masque ( 1-2 times/week ) Pure White Toner Pure White Essence Pure White Spot Corrector PW Moisturizer and Creme Pure White Creme
    • Pure White Family Customization of PW & TD Pure White Cleansers Pure White Masque ( 1-2 times/week ) PW Toner Pure White Essence Pure White Spot Corrector PW or TD Moisturizer TD Night Crème
    • P e o p le & T e c h n o lo g y The People and Technology behind Pure White
    • People & Technology The R&D Whitening Technology Team Objective  toidentify new technology, new ingredients, and new methods of testing whitening efficacy
    • People & Technology The R&D Whitening Technology Team Team members  Two from the Health & Beauty New Technology group  Two from Artistry Product Development group  One from Analytical (Bioassay group)  One from Alticor Legal department
    • People & Technology The Artistry Product Development Team  Objective  To develop new whitening products  Team members  Marketing  Product development – Formulation  Product development – Package design  Product development – Process  Analytical chemistry  Quality assurance
    • People & Technology The Artistry Product Development Team  Planning  Manufacturing  Pricing  Document management – art work, specifications  Procurement  Project management  Affiliates
    • People & Technology The Product Development Process  Define a profile of a new product  Cleanser: mild surfactant  Toner and lotion: for all skin types  Essence: reduce pigmentation by 50%  Identify/develop new ingredients  Botanical extracts – safe and effective, development in house and from suppliers  Whitening ingredients well recognized in the industry – information from the ingredient suppliers
    • People & Technology The Product Development Process  Formulation – A process of art and science  Formulate a base which has good skin feel  Stabilize active ingredients  Product testing – user group, panel, and clinical
    • People & Technology R&D Involvement in New Product Development  Search for new functions of commercial ingredients  Develop Artistry exclusive new ingredients  Formulation  Efficacy testing
    • People & Technology Process of Testing New Ingredients Bearberry Acerola cherry Lemon Cucumber Searching for synergistic effects
    • People & Technology Process of Testing New Ingredients Artistry Patented Ingredients Acerola Cherry Ferment + Bearberry Extract
    • People & Technology P r o c e s s o f D e v e lo p in g N e w In g r e d ie n t s Obtain Botanicals Polar N-Polar Literature Search Further Isolate fractions Bio Assay Activity Screens Activity???
    • People & Technology Process of Developing New Ingredients A r t is t r y P a t e n t - P e n d in g In g r e d ie n t B la c k C o h o s h E x t r a c t A r t is t r y P a t e n t - P e n d in g In g r e d ie n t As p a ra g u s Ez tra c t
    • People & Technology Formulation – The Science of the Art  Investigate chemical compatibility of 20 – 30 ingredients in a formula  Test for desired texture  Test for skin feel  Develop desired fragrance  Conduct stability test at various conditions (room temperature, 4’C, 40’C, 50’C, and freeze and thaw)  Chemical  Physical  microbiological
    • People & Technology In House Efficacy Testing – In Vitro Studies  Relationship of product pH and whitening efficacy  Tyrosinase inhibition test  Pigment inhibition test on Melanoderm (a skin model of reconstructed human epidermis with melanocytes)
    • People & Technology In House Efficacy Testing – In Vitro Studies Control Pure White Essence Treated
    • People & Technology Clinical Study – Safety and Efficacy  Independent testing labs  On the Asian skin  All skin types  Self-perceived sensitive skin  Clinically graded by dermatologists  Irritation study  Acnegenecity study
    • Artistry Pure White Success Stories about Pure White
    • Success Stories of Pure White Artistry Skin Whitening Claims #1. The Global Skin Whitening Top-5 Claim: Top 5 Artistry is among the world’s top five, largest-selling, prestige whitening skin care brands* *Based on a Euromonitor study of global 2003 retail sales
    • Success Stories of Pure White Artistry Skin Whitening Claims #2. The Regional Skin Whitening Top-5 Claim: Top 5 Artistry is among the Asia Pacific region’s top five, largest-selling, prestige whitening skin care brands* *Based on a Euromonitor study of global 1998-2003 retail sales.
    • Success Stories of Pure White Artistry Skin Whitening Claims #3. Local Skin Whitening #1 Claim: Leading Prestige Brand Artistry is the largest-selling, prestige whitening brand of facial skincare in Malaysia (as well as in China, Indonesia, and Thailand)* *Based on a Euromonitor study of 2003 retail sales.
    • Success Stories of Pure White 2000 AmeriStar Award Health & Beauty Aids Best of Category Artistry Pure White Toner and Moisturizer These packages represent a creative use of plastic, glass, and metal materials. The materials come together behind innovative ways of assembly, sealing and standardization to form and eye- catching, elegant design
    • Success Stories of Pure White 2000 AmeriStar Award
    • Success Stories of Pure White Pure White Patents Toner: 0315502, 13053, 3076787, 5747006 Moisturizer: 0358210, 3012594, 5916576, ID0006637 Essence: 0315502, 0358210, 0402976, 1002526, 13053, 196176, 3012594, 3076787, 5747006, 5916576 Masque: 0358210, 1018395, 171730, 3012594, 5888521
    • Success Stories of Pure White Patents Pending • The Holistic Approach To Skin Whitening • Black Cohosh Extract • Asparagus Extract
    • Artistry Pure White Presentation Summary Pure White products provide Artistry’s holistic approach to skin whitening through Prevent, Protect, and Treat (PPT)