Transcript Diapositive 1

TRAINER’S GUIDE | GÉNIFIC HD
EDUCATION OBJECTIVES
1. Discover Lancôme Men’s major discovery in skincare: Génific HD, the first skincare for men that revives the
activity of the genes of youth.
2. Mastering the selling strategy on the POS.
How to introduce Génific HD to your Lancôme customers, new customers and create efficient link selling?
CUSTOMER CONCERNS
ALL MEN OF ALL AGES
Men who are early skincare adopters in search for the latest scientific innovations, eager for new products and
services. They look for proof, efficacy and aesthetics.
His skin concerns:
Weakened skin barrier
Lack of comfort
Irregular texture and tone
Irritated and sensitive skin
KEY MESSAGE
Lancôme Men invents the first skincare for men that revives the activity of the genes of youth.
Scientifically proven results : Visibly rejuvenated skin in just 7 days.
10 YEARS OF RESEARCH. 7 PATENTS
Review Lancôme Men skincare : the saga
• Successful Anti-Age expertise positioning. Anti-age being the most dynamic face care segment for the past 3 years.
• Successful launch and perennial installation
> n°2* anti-age (with Rénergy 3D as star product)
> n°3* face care (with 2 to 3 references in the top 20)
* Ranking Europe
A major scientific discovery
The first male skincare project ever in
a breakthrough in the territory of genes.
7 patents.
the cosmetic world
We have 10 years
to
of
benefit such
Research and
To fully understand this new territory, let’s have a dive in the very heart of
the skin right through the genes.
Genes are located in the very core of the cells, in a part called the nucleus. More precisely on each of your
chromosomes composed of a thin ribbon molecule that you all know as the DNA.
What is the role of the DNA? This is the databank, the hard drive of your genetic patrimony what we call the genome
which
will
create
your
individuality.
The entire genome is present in all cells of your body and contains more than
30 000 genes, but only one part of it is expressed in skin.
Genes are expressed into proteins
It means that the gene information on
These proteins are the essential constituents of the skin.
the
DNA
is
read
to
create
protein.
The gene activity can be modulated by the information they receive from their environment. And it is on this
environment thanks to our technology that we are going to act.
TRAINER’S GUIDE | GÉNIFIC HD
With age, genes need more time to act to produce proteins. Following stimulation of genes’ expression, we identified
the number of genes expressed during time for young patients compared to aged patients. The peak answer
is maximum at 6 hours for young patients and at 30 hours for aged patients:
a 24 hours delay
This amazing result shows that with age, the biological environment of the genes is modified. By studying more than
3000 genes, our Laboratories demonstrated that the activity of genes slows down with time. This delay will induce a
difference in the proteins found on the skin surface.
We also identified these specific proteins are the skin’s signature of youth.
For the first time, our Laboratories have identified and quantified these specific proteins that sign skin’s youth.
Genes and Men’s skin
What is true for women is also true for men with specific consequences.
At the very origin of your skin’s youth: the genes. By expressing themselves, the genes produce specific proteins, that
can be found on the skin’s surface. These proteins are the skin’s signature of youth. With age, their presence
diminishes.
As a consequence, an older skin takes longer than a younger one to “repair” itself and to face daily aggressions.
Specific male characteristics
Men’s skin barrier weaken with time, increasing sensitivity. Daily aggressions like shaving make men’s skin more
sensitive and irritated. It loses its comfort and feels weaker.
Thanks to our Advanced Research, Lancôme Men changes the face of skincare with the first Youth Activator for Men –
Génific HD that revives the activity of the genes of youth.
TRAINER’S GUIDE | GÉNIFIC HD
Scientifically proven results
WORK IN PROGRESS
Spectacular skin results
Drop by drop skin is infused with life:
> Visibly rejuvenated skin in just 7 days
> Dramatically refined texture
> More supple touch
> Fresh and healthy tone
> Extreme skin comfort
Who do we target with Génific HD?
Our goal with Génific HD is to target all men of all ages. They are:
- Early skincare adopters in search of the latest scientific innovations
- Eager for new product and services
- Looking for proof, efficacy and aesthetics
What main skin concerns are we addressing with Génific HD?
What you can see:
Lack of comfort
Irregular texture and tone
Irritated and sensitive skin
What he may tell you:
“My skin tone is uneven and dull, my skin shows signs of fatigue, my skin had never felt so uncomfortable and
sensitive…”
TRAINER’S GUIDE | GÉNIFIC HD
Selling strategy
Using the Expert Consultation Guide, review the Lancôme Skincare Geography.
A transversal skincare offer
Génific HD answers a transversal need: for all men of all ages. Therefore Génific HD is placed transversally in our
Lancôme Men skincare geography besides strong anti-age pillar such as Rénergy 3D.
How to introduce Génific HD?
“ Let me introduce GÉNIFIC HD, the first Youth Activating
Concentrate for men that visibly rejuvenates the skin in
just 7 days.
Deep inside your cells lie your genes. With age, the genes
slow down their activity. GÉNIFIC HD reactivates the genes
of
youth
to
regain
the
quality
of a young skin. Day after day your skin is extremely
comfortable, your skin tone is fresh and healthy and your
skin texture is refined.
For your daily routine, apply after shaving or on a
perfectly
cleansed
face
Apply
GÉNIFIC
HD daily
and spread
it evening,
across the
forehead,
and neck,
GÉNIFIC
HD morning
and/or
avoiding
the
cheeks
and chin in long gliding strokes, working from the
eye contour.
centre
of
the
face
outward.
Finish
on the T-zone, then under the jawline and down the neck.
Its gliding and refreshing texture deeply penetrates down
into skin and procures comfort all day long. After few
seconds, the skin is soothed after shaving, soft and
smooth.
Demonstrate and link
According to your customer key concerns, link Génific HD
with Lancôme Men skincare daily ritual.
NEW CUSTOMER
For example, his concerns are to fight aging signs and dark
spots.
Link
with the Triple Action Cleansing Foam, Blanc Expert GNWhite Men™ and Rénergy 3D Yeux, for a complete routine.
“ For a global and efficient routine, use the Triple Action
Cleansing Foam for a deep face cleansing. Follow by the
application of Blanc Expert GN-White Men™ to reduce dark
spots. Take 2 to 3 drops of Génific HD and apply morning
and evening. Follow up with Rénergy 3D Yeux to diminish the
appearance of wrinkles on the eye contour area“.
TRAINER’S GUIDE | GÉNIFIC HD
Demonstrate and link
LOYAL CUSTOMER
For example user of AGE FIGHT, his concerns are to prevent
and
fight premature aging and imperfections. Link with Age
Fight
Fluid
and
Age Fight Yeux.
“For a global and efficient routine, use the Triple Action
Cleansing Foam for a deep face cleansing and the Soothing
After-Shave Lotion for a maximum comfort after shaving.
Apply then 2 to 3 drops of Génific HD. Follow up with Age
Fight Perfecting Fluid to reduce skin imperfections and
fine
lines packaging
and with Age Fight Yeux to prevent premature
Disruptive
aging around the eye area. Finish with UV Expert
An
innovative
masculine
shape against
that has
Neuroshield
forluxurious
an optimal
protection
UV been
and
created
to
make
pollution. “
Génific HD a new myth.
Launch support
Display your Génific HD local support launch.
FIND OUT MORE ABOUT THE TECHNOLOGY
Made-to-measure technology
Today, for every man, the fruit of 10 years of research,
protected by 7 patents.
Specifically designed for men
skin, for all skin types even sensitive.
GÉNIFIC HD Complex:
> Decrease specific proteins of aged skin
> Increase specific proteins of desquamation
> Strengthen skin barrier
> Increase* some skin hydration proteins
> Stimulate* cell differentiation and proliferation
> Strengthen skin barrier (lipids and cells)
TIGER HERBS Extract:
> Decrease skin irritation due to shaving
> Decrease irritation skin proteins
> Stimulate restoring skin proteins
* Clinical study: proteins measurement - 25 men - 6 weeks