SKin Activator Product & Marcoms Launch


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  • 03/21/11
  • SKin Activator Product & Marcoms Launch

    1. 1. Skin Activator ™ Product Launch Summary
    2. 2. Focus on pan-EMEA “Mega” launches which drive significant revenue, support core categories & DMOs <ul><li>Key Objective: Launch the Skin Activator range across 29 markets and position it as a hero </li></ul><ul><li>premium product line to drive the Outer Nutrition category and to compete effectively in the anti </li></ul><ul><li>aging skin care market. </li></ul><ul><li>Initiatives: </li></ul><ul><li>Develop hero product pitch to position range as ‘highly advanced’ with scientific ‘clinically proven’ claims. </li></ul><ul><li>Create a unique positioning statement and strapline to feature on all online, offline communications, support tools and packaging. </li></ul><ul><ul><li>Leverage the knowledge of key markets active with Total Plan DMO to achieve above </li></ul></ul><ul><li>Create a &quot;Best in Class&quot; training at the Extravaganza – ensure training is built around key product USPs, consumer target groups and Total Plan DMO. </li></ul>
    3. 3. The Complete Range <ul><li>#0862 </li></ul><ul><li>Day Lotion SPF 15 </li></ul><ul><li>46.00 EUROS </li></ul><ul><li>45 VP </li></ul><ul><li>#0865 </li></ul><ul><li>Night Time Replenishing Crème </li></ul><ul><li>42.00 EUROS </li></ul><ul><li>40 VP </li></ul><ul><li>#0866 </li></ul><ul><li>Lip Refiner </li></ul><ul><li>20.00 EUROS </li></ul><ul><li>19 VP </li></ul><ul><li>#0864 </li></ul><ul><li>Neck and Décolletage Crème </li></ul><ul><li>46.00 EUROS </li></ul><ul><li>45 VP </li></ul><ul><li>#0863 </li></ul><ul><li>Eye Crème </li></ul><ul><li>28.00 EUROS </li></ul><ul><li>26 VP </li></ul>NOTE: Imagery featured is not EU packaging
    4. 4. The Value Propositions <ul><li>1. Unique Glucosamine complex consists of Glucosamine HCL, Algae Extract, Yeast Extract and Urea. This helps: </li></ul><ul><li>Increase production of collagen </li></ul><ul><li>Improve skin cell renewal </li></ul><ul><li>Instructs skin cells to behave like young skin </li></ul><ul><li>2. Targeted action for first signs & existing wrinkles </li></ul><ul><li>3. Comprehensive youthful appearance skin care line to target all areas prone to ageing on face, neck, chest, eyes and mouth. </li></ul><ul><li>4. Outstanding rigorous product tests ensure product efficacy: </li></ul><ul><li>Clinically tested </li></ul><ul><li>Dermatologist tested </li></ul><ul><li>Ophthalmologist tested </li></ul><ul><li>5. Naturally derived ingredients e.g. vitamins A, C, E, B5, Green tea helps give: </li></ul><ul><li>Antioxidant protection for the skin </li></ul><ul><li>SPF protection from harmful UVA/UVB which cause skin to age prematurely </li></ul><ul><li>No harsh skin irritants </li></ul>CLINICALLY PROVEN, AGE DEFYING SKIN CARE LINE FOR TARGETED COLLAGEN REGENERATION “… By using SA I believe it will help prevent the first signs of ageing” Anon, UK “… These products make me feel I am correcting the existing wrinkles I have in a safe natural gentle way. I am too scared to try cosmetic surgery! And retinols sounds evil!” Anon, UK “… if it’s natural, healthy with clinical proven results I’m all for it!” Gillian Whiter – UK I CAN FEEL & SEE THE DIFFERENCE (I look and feel younger) “… 3 days!!! Already seeing results with SA line. Less puffiness and wrinkles under eyes when I wake up. No “pillow lines’’ either. Lips are luscious. And my husband Art rushed in to show me his ‘’turkey’’ neck is tightening. Can't wait to take the &quot;afters&quot;.  Hope you recognize us!  Amazing!!!...’’ Sue Gail – US “… The kids have left home, I now have ‘me’ time I want to feel pampered!....’’ I have worked so hard all my life, I want to invest in me again….” Marie - UK “… I just got back from Mexico, and I have been using the products every single day, I can feel the difference, especially in my neck and the day cream is excellent protection for the sun…. ” Emma T. Sandoval – US “… I love the new products. Décolletage is great! My skin feels better lips too...thank you Herbalife…..’’ Jen Micheli - US I AM NOW CONFIDENT IN MY OWN SKIN (Confident & Empowered) “… .As I neared 50, I noticed several changes in my skin. Fine lines started to appear around my lips, and I could see and feel dryness around my mouth and décolletage area. As I began using these products I really noticed a difference and so did everyone else. Even though I’m 50-plus now, people guess I’m much younger. And I can’t tell you how great that feels…..i love these products…” Terri W – US “ .. I have tried these new products and I used to have very dry skin all the time and since I have been using all the products now I notice that my skin is very hydrated and my neck is looking much better as well as my chest. Thank you sooo much….” Patty Bedolla - US ‘’… .As a 50+ Mum of 2, …. I had comments on how youthful and how beautiful my skin was. ….These products are Fantastic.  I can be 50 and not only Feel but Look Fabulous!...’’ Anon, US Unique Advantage Unique Advantage Support Desired Customer Experience Fundamental Human Value
    5. 5. http:// username: skinactivator password: hbnvip Skin Activator Stories! “ These are amazing products!” “…… .. I regularly get comments from people coming up to me to tell me they can’t help but notice how great my skin is !...... It’s amazing ” “… ..someone thought I had a face lift the other day…. But it’s all natural!….” “…… as a 50 year old mimi of 2 with another on the way….your body goes through so many changes…...but with Herbalife you can stay looking beautiful….” “…… ..I had started noticing wrinkles around my eyes….but this eye cream is amazing….way less wrinkles after using it ……” “… .I wake up with Angelina Jolie lips every morning!.....” “… .I now like to show off my décolletage!.....” “… .It’s phenomenal…. the eye product is unbelievable ….. it’ll change your eyes in 2 months !........Less skin irritation…..” Click here to watch the US video! “ … 3 days!!! Already seeing results with SA line . Less puffiness and wrinkles under eyes ….. No “pillow lines’’…. Lips are luscious. And my husband Art rushed in to show me his ‘’turkey’’ neck is tightening . …. Amazing!!!... ’’
    6. 6. Skin Activator ™ Marketing Communications Summary
    7. 7. Verbal Creative Concept Range Positioning Statement – Core Functional Benefit Age Defying SKIN ACTIVATOR Targeted Collagen Regenerator* *TBC following Legal counsel
    8. 8. Verbal Creative Concept Core Emotional Benefit – Campaign Strapline Skin that behaves & looks younger? INGENIOUS Younger Behaving Skin? INGENIOUS
    9. 9. Verbal Creative Concept Target Consumers Future Belief That: Herbalife offers a premium range of age defying products called SKIN ACTIVATOR. A range of products containing an active level of glucosomine complex which instructs the skin to behave and look like young skin ….. That’s ingenious. Because: It does this by generating cellular activity – activity where cells exfoliate in both the epidermal and dermal layers of the skin, resulting in increased cell renewal and production of hyaluronic acid and collagen, which naturally slows down with age, resulting in younger healthier looking skin - Substantiated by clinical studies Target Consumers Current Belief Herbalife does not CURRENTLY offer a specific regime for age defying skin care products Convince: Distributors & Consumers
    10. 10. Verbal Creative Concept Main Selling Points – Copy Direction <ul><li>Communication Objective: </li></ul><ul><li>To create a compelling, memorable campaign which expresses the positioning plus key features & </li></ul><ul><li>benefits of the range in an informative, yet aspirational manner. The campaign should address both the </li></ul><ul><li>emotional & functional needs of target audiences. </li></ul><ul><li>Key Messages: </li></ul><ul><li>Skin that behaves & looks younger? INGENIOUS. </li></ul><ul><li>evolved from the idea that this range is ‘intelligent’ skincare as it: </li></ul><ul><li>Instructs the skin to behave in a way that would normally be seen in much younger people </li></ul><ul><li>That it specifically targets age-prone areas of the skin; face, eyes, mouth, neck & chest and </li></ul><ul><li>It works on 2 layers of the skin – the dermis and epidermis. </li></ul><ul><li>Fit with Intelligent Nutrition concept – link with Inner Nutrition </li></ul>
    11. 11. Verbal Creative Concept Main Selling Points – Copy Direction <ul><li>Key Messages Cont.: </li></ul><ul><li>The Collagen Story </li></ul><ul><li>Key Ingredient Age Defying Story: Glucosomine Complex & how it effects & benefits the skin </li></ul><ul><li>Natural Ingredient Story </li></ul><ul><li>The Targeted Story; details for each of the 5 products </li></ul><ul><li>Back Up; clinically tested, dermatological tested, ophthalmologic tested </li></ul><ul><li>Suitable for any gender and various consumer segments </li></ul><ul><li>3R’s, Total Plan and Inner Nutrition fit </li></ul>
    12. 12. Verbal Creative Concept Key Visual Components – Style Guide <ul><li>Logo & usage principles </li></ul><ul><li>Logo placement within ‘Range Positioning Statement’, ‘Advertising Headline’ & ‘Strapline’ </li></ul><ul><li>Font Usage </li></ul><ul><li>Background Colour Palette </li></ul><ul><li>Signature Graphic Elements </li></ul><ul><li>Hero Model Photography – Image Guidelines </li></ul><ul><li>Usage Examples – Guidelines & Design Layout Visual Samples </li></ul>
    13. 13. Verbal Creative Concept Key Audio Music Maestro!
    14. 14. Brainstorm Key Skin Activator Deliverables for Extravaganza <ul><li>What’s the wow factor? How to hype it up? </li></ul><ul><li>Key Displays/Visuals/Imagery representing primary, secondary and tertiary target groups </li></ul><ul><li>On stage Training - Total Plan training - Presented by a strong Distributor? - Scientific facts – Presented by Luigi and Jacquie C? Hire a dermatologist? </li></ul><ul><li>Products to be sold </li></ul><ul><li>Giveaways - Skin Activator sample Night crème sachets </li></ul><ul><li>Promotional staff – e.g. beauty professionals, beauty masseuses </li></ul><ul><li>Key Audio - Music Maestro! </li></ul>
    15. 15. Appendix – Skin Activator Next Steps <ul><li>PRODUCT & COMMUNICATIONS STATUS </li></ul><ul><li>All primary and secondary packaging labels have been translated and are ready for output. </li></ul><ul><li>Label artwork and product releases will be issued/output once NPPs are all signed off. </li></ul><ul><li>Product clinical claims have been legally approved. </li></ul><ul><li>Unique product positioning statement and strapline (over arching concept) and Consumer communication materials and distributor tools are in creative stages. </li></ul><ul><li>ACTION - All markets need to review NPPs amended with new pricing and new forecasts from Feb 2007. And check Clinical claims can be used – no legal restrictions. </li></ul><ul><li>KEY DEADLINES </li></ul><ul><li>All Local & EMEA marketing - sign off final NPPs pricing and forecast. 19th March </li></ul><ul><li>Conference calls with virtual team (TBC) to discuss country launch plans, any issues. Ongoing </li></ul><ul><li>All Country specific launch plans to Product Marketing. 22nd March </li></ul><ul><li>US Home Office management sign off final NPPs. 26th March </li></ul><ul><li>20K review Communications concept, materials, plans 28 th March </li></ul><ul><li>PDFs of consumer materials and DS tools to markets to begin translations From 6 th April </li></ul><ul><li>All launch markets sign off artwork for materials to be printed From 2 nd May </li></ul><ul><li>Communication Materials and product deployment Ongoing from 22 nd June </li></ul>