Richard Davidson developed a new acne treatment concept called Truly Clear using nanosilver. Truly Clear offers a one-step application and has shown effectiveness in reducing acne in as little as 2 days. Davidson plans to market Truly Clear either through traditional distribution in salons/spas or through direct response television advertising to gain market share. The $2.4 billion US acne treatment market is ripe for a superior product like Truly Clear due to high dissatisfaction with current options.

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Richard Davidson
Developer/Inventor of TRULY CLEAR® Brand Acne and Skin Care Products
Intellectual property patent pending in US, CA, EU, JP, CN, KR, BR
Contact: +1.561.866.6250
Unauthorized Use is Prohibited 0

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THE CONCEPT: TRULY CLEAR
In pursuing another path of product development and manufacturing, Richard Davidson was researching
the concept of a novel acne treatment. He became convinced that to distinguish a product in the
hypercompetitive acne treatment marketplace, new ingredient formulas were required that could
support product superiority claims. Otherwise the products would be lost in a “me‐too” world of OTC
acne products that are largely perceived as expensive and inconvenient, with only a 40% success rate!
The concept recognizes that to win in the marketplace products would have to offer an all‐new
alternative. This is simply because dissatisfaction with current products has always enticed consumer
trial of new products offering “the hope” of curing their acne problem. Since the onset of acne often
comes early in the teen years, and persists for several years, a superior product has the opportunity to
win a significant share of current sufferers, and a whole new group of users every year.
ASLI currently holds four world‐wide patent pending formulas that are clearly differentiated from the
myriad of me‐too products on sale. These proprietary formulas utilize the significant ingredient
Nanosilver, and the unique feature of a “one‐step” application; two‐of‐many differentiating features.
No other competitor can make such claims or substantiate them.
ASLI has the only OTC, FDA monograph‐compliant acne treatment with Nanosilver, and patents pending
ensure this exclusivity. Nanosilver is an exciting and unique technology that is ideally suited to the
treatment of acne. It has demonstrated performance and efficacy in human testing, so our products can
safely claim to kill acne, reduce acne, significantly reduce hormonal acne, dissolve black heads, reduce
pore size and fine lines and smooth skin.
Truly Clear® and Vitamin Soap are USA and International patent pending formulas, manufactured
domestically and available as both bar and liquid versions, with these key benefits:
• The Truly Clear® acne treatment provides an antibacterial treatment for the care of acne;
• “One‐Step” formula only takes only 3‐5 minutes to apply;
• Our delivery systems fuse science (encapsulation, nanotechnology) with nature (Açai berry,
marine collagen, vitamins) to provide leave‐on active ingredients that work throughout the day;
• Truly Clear® has shown to be highly effective in early test candidates with some users seeing
rapid results in as little as 2 days. available in a bar and liquid;
• Vitamin Soap is a cosmeceutical Nanosilver skin remedy promoting healthy skin. It can dissolve
blackheads. available in a bar and liquid;
• AçaiBee Recovery Serum is a proprietary oil and wax free skin formula that users can apply after
treatment with Truly Clear® or Vitamin Soap;
• All products are made in the United States to cGMP standards and by FDA certified
manufacturers;
The products are effective when used separately, or in three‐part harmony, as the Truly Clear® direct‐
response marketing will encourage in ongoing up‐selling efforts. It is not only the conviction of ASLI
management that our products will prove superior in the acne treatment market. Testimonials from
actual acne‐suffering users about our products have confirmed the effectiveness and convenience that
Truly Clear® products offer for a variety of good reasons.
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3. MARKETING PLAN
Revenue from an acne product is rapidly achieved due to this being a “continuity sale”. In considering
a comprehensive marketing plan, ASLI management has concluded that a first‐to‐market strategy for
Truly Clear® products may be accomplished via one of two marketing plans;
1. This plan would use traditional distribution via wholesale channels. Studies have shown that
acne is a personal issue and sales are greatly improved when a product is personally
recommended to the retail customer. In the traditional drug store setting, our product could get
lost on the shelf among other acne products. Truly Clear® products would see incredible positive
results if offered and recommended to the retail customer in a salon, spa or barber shop. We
could be the first to market with this method to the nearly 100,000 salons in the United States
alone. Continuity sales would be achieved during every visit to the salon.
2. This plan would encompass self‐distribution via direct marketing as the greatest opportunity to
gain consumer trials, capture market share, build sales volume and profit from oversized gross
profit margins. Acne treatment competitors, Proactiv® and Murad®, have demonstrated how a
mix of Direct Response Television (DRTV) and digital online marketing can produce big returns
on investment, and substantial market presence quickly. And, speed to market is important for
Truly Clear® even despite our pending patents. Once the market learns of our success in
treating acne using a Nanosilver delivery system, others will seek to enter the market. ASLI
management believes that a first‐strike DRTV campaign will discourage, or at least, slow
competition, while building a loyal customer base, ahead of any competition.
The Marketplace
For the purposes of planning a DRTV‐Digital Online marketing campaign for Truly Clear®, ASLI will focus
on the domestic U.S. OTC market for acne treatment products, as a baseline. There are an estimated 17
million Americans who suffer from acne:
• Roughly 1‐in‐4 teenagers suffer from some form of acne, on the face, chest or back;
• Many adult women suffer from acne during their hormonal cycle;
• Many adult men suffer from acne on their chest or back;
• Rosacea is a skin condition effecting many fair skin adults over the age of 30;
Acne is such a visible affliction that a powerful social stigma is associated with it. Many teenagers
experience despair from its continued outbreaks, engendering social isolation and thoughts of suicide in
some extreme cases. The pressure to find a cure, whether partial or complete, drives sufferers to try
various products until some satisfaction is found. Since purchasers report satisfaction in only 40% of
cases, OTC acne treatments are largely considered expensive and ineffective.
• ASLI has four international patents pending with governmental patent offices in USA, Canada,
China, Korea, Japan, Brazil and Europe including 35 individual European countries, which were
prepared and filed by Mr. Michael Gollin, and his team, of the Washington, DC law firm of
Venable® LLP. Filings in other countries will be completed as require;
• ASLI has completed product formulations, created sample and pre‐production units, and
achieved positive visible results in patient testing;
• ASLI has received legal opinion approvals by Mr. Todd Harrison, lead attorney of Venable® LLP,
to use extensive marketing claims for our patent‐pending formulations;
• ASLI has identified and established relationships with key operational partners, such as domestic
U.S. manufacturers following Good Manufacturing Practices (cGMP); Direct Response TV
Production, Media Purchasing and Fulfillment Services;
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4. The global medicated skin care market, including acne treatments, has grown to $5.6 billion in 2010,
according to Global Industry Analysts (GIA). This follows recession‐reduced 2008‐2009 sales. The U.S.
market share for over‐the‐counter acne treatments is about $2.4 billion. There are an estimated 17
million acne sufferers in the U.S., including one‐in‐four teenagers, and many hormone‐affected women.
The social stigma of acne borne by sufferers makes purchases of products, such as Truly Clear®, an
investment of great significance to the individual and family.
Contact Richard Davidson: +1.561.866.6250
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