Rodan + Fields Boldly implements UnpRecedented
BUsiness tRansFoRmation: exits pRestige
depaRtment stoRe channel to enteR diRect selling aRena
Now There’s Always a Doctor in Your House
®
On March 1, 2008 Rodan + Fields Dermatologists, a leading clinical skin care brand launched in 2002 by
Stanford University-trained dermatologists Katie Rodan, M.D. and Kathy Fields, M.D., will build upon the
special rapport it has developed with its customers and enter the direct selling industry. This channel of
distribution preserves many of the elements of the patient/doctor relationship to more personally reach its
customers, helping them achieve great skin and build successful independent businesses.
“We have always taken a personal approach to our business and this is the natural evolution,” says Dr.
Fields. “Our passion is treating skin concerns and we believe that a direct selling business model will en-
able us to reach a wider consumer base with advice-based skin care and also provide those who believe in
the product a viable income opportunity.”
Blazing A New Frontier…Again
In their desire to successfully treat common skin care concerns by “bringing the dermatology office to
the home,” Doctors Rodan and Fields have never been afraid to explore non-traditional ways of reaching
customers. (Remember, they’re the trailblazers that created Proactiv * through the world of long format TV
®
advertising, making it one of the most successful skin care brands of all time.) Understanding that word-
of-mouth and personal relationships are particularly important elements of their brand, two years ago the
Rodan + Fields’ team conducted an in home skin care event in Los Angeles to talk directly with the men
and women who use the regimens. The results were powerful: attendees truly understood the products be-
cause of the one-on-one experience, generating strong purchase interest. And most importantly, they were
so enthralled with the brand’s message that many wanted to become more personally involved.
“Realizing that we had unexpectedly hit upon something important, we held several more ‘House Call’
events throughout the country and the reaction was amazing – people loved the product and philosophy so
much they asked to be part of our team,” says Dr. Rodan. “Because of this passion and enthusiasm, our
consumers literally pulled us out of department stores and into the direct selling business.”
An Underground Movement Becomes a Reality
The immediate word-of-mouth buzz (more than 1,000 Consultants signed on before the official launch) was
phenomenal and Dr. Rodan and Dr. Fields decided that direct sales is in fact the ideal avenue of distribution
for the brand. What makes it the perfect fit?
The Rodan + Fields customers have always been at the heart of the business. In fact, bringing the derma-
tologist office to the home has been one of Dr. Rodan’s and Dr. Fields’ passions. The direct selling arena is
the perfect avenue to help make this a reality.
111 Maiden Lane, Suite 600, San Francisco, CA 94108 T 415 273 8000 F 415 273 8036 www.rodanandfields.com

• The brand’s philosophy and targeted medicine-based regimens require in-depth communication of
information and direct guidance that can best be offered by the one-on-one relationships developed
through Consultants.
• Entrepreneurs themselves, Drs. Rodan and Fields welcome the opportunity to give people the means
to change their skin with Rodan + Fields products and to change their lives through a network mar-
keting opportunity.
• Consultants offer their customers a personalized approach you cannot get in department stores.
The Rodan + Fields Points of Difference
As respected dermatologists, successful businesswomen and entrepreneurs, Dr. Rodan and Dr. Fields have
created a business with a difference.
• Rodan + Fields is the first prestige skincare brand to exit retail and enter direct sell.
• The Rodan + Fields business model embodies a complete dermatology experience, from problem
identification to solution with a proprietary web-based tool developed by the doctors.
• Educational programs enable independent Consultants to deliver personalized skin care advice.
• Products are developed based on treatment protocols that Dr. Rodan and Dr. Fields employ in their
on-going dermatology practices.
The Doctors Hit the Road
Starting in March, Dr. Rodan and Dr. Fields will take the brand on the road holding launch events designed
to enable them to personally introduce the brand to interested consumers and prospective independent
Consultants. Events conducted in Atlanta, Philadelphia, Chicago, Orlando, Dallas, Seattle and San Fran-
cisco will provide an educational opportunity for the community at large as well as an opportunity for new
Consultants to meet the company leaders and learn more about the brand and business opportunity.
Rodan + Fields Dermatologists, at the forefront of clinical skin care, merges effective over-the-counter medi-
cines with soothing botanicals to provide real and visible results. Committed to bringing dermatology to the
home, the brand offers solutions for everyday skin issues targeting them with dedicated regimens designed
to take the guesswork out of skin treatment. Each regimen uses a step-by-step system called Multi-Med
®
Therapy that addresses all aspects of a skin condition. Product lines include UnBlemish, ReVeRse, soothe,
anti-age and essentials. From problem identification and superior dermatological-based formulations to un-
precedented support and follow-up, Rodan + Fields provides the most complete dermatological experience
outside of a medical office. Products are available through Rodan + Fields Independent Consultants and at
www.rodanandfields.com.
The Estée Lauder Companies, Inc. had owned the skin care brand since 2003, selling back ownership rights
in 2007 to the firm’s founders – Doctors Rodan and Fields. Lauder helped create this new venture and con-
tinues to maintain a vested interest in the company.
* Proactiv® Solution is a registered trademark of Guthy-Renker.
For more information, contact
Mimi Field at mimifieldpr@comcast.net or 925-373-6717 or visit www.rodanandfields.com.