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1 TRANSFORMING SCIENCE INTO DREAMS: TAKING A CLOSER LOOK
Agnes Meilhac
Quiz: The Language Of Cosmetics Marketing
Based on:...
2 TRANSFORMING SCIENCE INTO DREAMS: TAKING A CLOSER LOOK
Agnes Meilhac
B. Olay Regenerist products: “A deep penetrating mo...
3 TRANSFORMING SCIENCE INTO DREAMS: TAKING A CLOSER LOOK
Agnes Meilhac
Company explanations:
A. Lancôme Rénergie Microlift...
4 TRANSFORMING SCIENCE INTO DREAMS: TAKING A CLOSER LOOK
Agnes Meilhac
4 ATA Conference – Denver, CO (2010)
5 TRANSFORMING SCIENCE INTO DREAMS: TAKING A CLOSER LOOK
Agnes Meilhac
Therapeutic/cosmetic compositions comprising bradyk...
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Ata 2010 handaout

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Ata 2010 handaout

  1. 1. 1 TRANSFORMING SCIENCE INTO DREAMS: TAKING A CLOSER LOOK Agnes Meilhac Quiz: The Language Of Cosmetics Marketing Based on: Let’s Play Buzzword: Defining Phrases Used in Skin Care Advertising By NATASHA SINGER Published: October 1, 2008 http://www.nytimes.com/2008/10/02/fashion/02skinbx.html The NY Times asked four women having their hair done at a salon in Manhattan to define phrases used in face-cream advertising. What do you think? How would you explain the phrases below? A. Lancôme Rénergie Microlift Night cream: “Beyond lifting and repositioning ... Bio-Stimulating technology.” ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ [ PAMELA MASARRO, 52, retired graphic artist: “It is going to feel good, stimulating. But, ‘bio’? I don’t have a clue.” ] 1 ATA Conference – Denver, CO (2010)
  2. 2. 2 TRANSFORMING SCIENCE INTO DREAMS: TAKING A CLOSER LOOK Agnes Meilhac B. Olay Regenerist products: “A deep penetrating moisturizer with Aquacurrent Science.” ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ [ DYAN DIAZ, 30, train dispatcher for the Long Island Rail Road: “They are taking stuff out of the ocean like jellyfish and dissecting it and telling us it is good for your skin.” ] C. Clarins Younger Longer Balm: “With advanced neuro-cosmetic technology and rare concentrated botanicals, skin is revitalized.” ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ [ SOLINE MCLAIN, 28, law school student: “I would think it has to do with the brain. It makes you smarter? I will put it on when I am studying for constitutional law.” ] D. Estée Lauder Re-Nutriv Ultimate Lifting skin care: “‘Virtual immunity’ means you’ll see a noticeably more lifted look, a brilliant clarity, a newly refined smoothness.” ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ [ CARMEL AGDEPPA, 27, studying to be a nutritionist: “Is it better for your skin against any foreign bacteria?” ] 2 ATA Conference – Denver, CO (2010)
  3. 3. 3 TRANSFORMING SCIENCE INTO DREAMS: TAKING A CLOSER LOOK Agnes Meilhac Company explanations: A. Lancôme Rénergie Microlift Night cream: “Beyond lifting and repositioning ... Bio-Stimulating technology.” “LANCôME’S EXPLANATION A spokeswoman wrote in an e-mail message that the combination of polymers in the product delivers “a stimulating impulse that spreads though the skin layers to stimulate its natural regeneration abilities.” B. Olay Regenerist products: “A deep penetrating moisturizer with Aquacurrent Science.” “OLAY’S EXPLANATION Lesley Bride, a principle scientist of P & G Beauty, a division of Procter & Gamble that manages Olay, explained in an e-mail message that Aquacurrent Science, the study of water movement in the skin and hair, helps create products with greater moisturization. “ C. Clarins Younger Longer Balm: “With advanced neuro-cosmetic technology and rare concentrated botanicals, skin is revitalized.” “CLARINS’S EXPLANATION A spokeswoman for Clarins wrote in an e-mail message that “advanced neuro-cosmetic technology” refers to “products with ingredients that can help protect nerve endings for better cell communication and, ultimately, better- looking skin." D. Estée Lauder Re-Nutriv Ultimate Lifting skin care: “‘Virtual immunity’ means you’ll see a noticeably more lifted look, a brilliant clarity, a newly refined smoothness.” “ESTéE LAUDER’S EXPLANATION A spokeswoman for Estée Lauder wrote in an e-mail message that virtual immunity means “your skin essentially appears almost as if it has been exempted from the signs of premature aging because it has a more lifted, clear, radiant and smooth look because of a cocktail of antioxidants, moisturization and optics.” 3 ATA Conference – Denver, CO (2010)
  4. 4. 4 TRANSFORMING SCIENCE INTO DREAMS: TAKING A CLOSER LOOK Agnes Meilhac 4 ATA Conference – Denver, CO (2010)
  5. 5. 5 TRANSFORMING SCIENCE INTO DREAMS: TAKING A CLOSER LOOK Agnes Meilhac Therapeutic/cosmetic compositions comprising bradykinin antagonist for treating sensitive human skin 5849312 Therapeutic/cosmetic compositions comprising bradykinin antagonist for treating sensitive human skin Inventor: Breton, et al. Date Issued: December 15, 1998 Application: 08/688,738 Filed: July 31, 1996 Inventors: Breton; Lionel (Versailles, FR) De Lacharriere; Olivier (Paris, FR) Assignee: Societe L'Oreal S.A. (Paris, FR) Primary Examiner: Venkat; Jyothsna Assistant Examiner: Attorney Or Agent: Burns, Doane, Swecker & Mathis, L.L.P. U.S. Class: 424/401; 424/43; 424/489; 424/49; 424/70.1; 514/844; 514/846; 514/936; 514/944 Field Of Search: 424/401; 424/43; 424/49; 424/70.1; 424/489; 514/844; 514/846; 514/936; 514/944 International Class: U.S Patent Documents: Foreign Patent Documents: 370453; 0552106; 0661058; 2271774; 83/01252; 93/14084 Other References: Neuroscience, vol. 48, No. 4, 1992, pp. 963-968.. British Journal of Pharmacology, vol. 110, No. 2, Oct. 1993, pp. 772-776.. British Journal of Pharmacology, vol. 104, No. 3, Nov. 1991, pp. 738-742.. British Journal of Pharmacology, vol. 109, No. 1, 1993, pp. 259-264.. British Journal of Dermatology, vol. 124, No. 4, 1991, pp. 324-328.. Contact Dermatitis, vol. 19, No. 5, 1988, pp. 351-354.. Abstract: Topically applicable pharmaceutical/dermatological/cosmetic compositions well suited for the therapeutic treatment or care of sensitive human skin, hair, mucous membranes, nails and/or the scalp, in particular for reducing or avoiding the skin-irritant side effects of a variety of bioactive agents, for example the .alpha.-hydroxy and .beta.-hydroxy acids, comprise a therapeutically/cosmetically effective amount of at least one bradykinin antagonist. Claim: […] Description: BACKGROUND OF THE INVENTION […] It has now been determined that sensitive skin can be divided into two major clinical forms; irritable skin and intolerant skin. An irritable skin is a skin which reacts by a pruritus, namely, by itching or by stinging, to various factors such as the environment, emotions, foods, the wind, rubbing, shaving, soap, surfactants, hard water having a high calcium concentration, temperature variations, or wool. In general, these signs are associated with a dry skin with or without dartres, or with a skin which displays an erythema. An intolerant skin is a skin which reacts, by sensations of inflammation or pulling, but also in the same manner as irritable skin by a pruritus, i.e., by itching or stinging. Intolerant skin is also characterized by tingling and/or redness tovarious factors such as the environment, emotions and foods. In general, these signs are associated with an erythema and with a skin with or without dartres. In general, sensitive skin is defined by a […] http://www.patentgenius.com/patent/5849312.html 5 ATA Conference – Denver, CO (2010)

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