BLUE LAGOON

Analysis & Audit

Preliminary desk research

Milan, 20 March 2020

Note per Igor

Ciao Igor
Poche note per te:

- Di tutti i competitor che vedrai in slide 4 ne sono stati scelti una buona parte ma non son stati fatti tutti perché meno rilevanti – sono nel
recap perché interessanti sotto vari aspetti (serviva più a me per la strategia)

- La sezione valoriale dei brand prestige, per conferma di Sigurdur, non è stata fatta perché «troppo alto» rispetto a quello che serve per
Premium Skin Care BL – però è stata fatta la sezione di mood/look&feel

- Nella sezione di look&feel di ciascun cluster:

- I board con le immagini sono ok (volendo si potrebbero rifinire ne dettagli - ma sono giù molti ben fatti per dare il sapore, lo stile, etc)
- I board con i cluster di pack: prendili come esempi SOLO per l’aspetto del packaging, NON prenderli come benchmark come tipologia
prodotto/portfolio/overlap con la pile line di lancio BL SK – non ho avuto il tempo di correggere l’audit fatto dal team designers e vedrai
che ci sono alcuni prodotti in categorie non corrette >>> ti ho inserito alla fine alcuni esempi corretti: doveva essere un’analisi per
capire quanto overlap c’era e chi, tra i competitor, aveva prodotti analoghi.

Se hai domande: sono qui!

© DESIGN GROUP ITALIA Blue Lagoon / Competitor analysis 20th March 2020 2
Selected competitors

© DESIGN GROUP ITALIA Blue Lagoon / Competitor analysis 20th March 2020 3
Competitor & reference
MEDICAL / SCIENTIFIC / FUNCTIONAL NATURE / WELLNESS PRESTIGE / LUXURY
Positioning mapping approvato

© DESIGN GROUP ITALIA Blue Lagoon / Competitor analysis 20th March 2020 5
 USD – Serum/Comparable - Single Product – Min/Max
PRESTIGE – LUX

280-1.275
72-425
52-400
190-665
$$$$

88-450
99-385 135-325
147-473

72-198 85-265
70-438

PREMIUM 70-120 47-155

SKIN CARE 65-145
49-150 65-139
47-110
MASSTIGE

70-136
33-95
SPA
$$

PRODUCTS
48-134

59-75 59 62-84

38-50
44-45

SENSITIVE
DERMATOLOGICAL
MASS

19.99 – 21.99
$

9-17

NATURE DUALITY SCIENCE

MEDICAL / SCIENTIFIC / FUNCTIONAL

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Vision, mission, statement, key words, values

© DESIGN GROUP ITALIA Blue Lagoon / Competitor analysis 20th March 2020 8
 MEDICAL / SCIENTIFIC / FUNCTIONAL

BRAND POSITIONING / MISSION / VISION KEY STATEMENTS PIONEERING EGF

• THE SCIENCE OF NATURE
• BORN FROM SCIENCE. MADE IN Biotechnology is a science that utilizes
ICELAND. biological systems, living organisms or parts of
We believe effective, them to develop or create different products.
FIRST AND ONLY BRAND WITH PLANT-BASE GROWTH FACTORS
transformative, truly hydrating skin • Founded by three Icelandic scientists when they
care is not created by marketing discovered, after over a decade of research, a
departments, unpronounceable way to bioengineer a plant-based human
ingredients, expensive packaging, or replica of EGF (Epidermal Growth Factor) in
outdated technology, but by barley plants - making it the first and only
brand with plant-based growth factors. BRON FROM SCIENCE, MADE IN ICELAND
cutting-edge science and a radically
new approach. • GREEN IS GOOD
It is grown in inert volcanic pumice, using
• Pioneering biotech skincare from geothermal energy and pure Icelandic water
enriched with nutrients. Our ecologically-
Iceland engineered greenhouse is nestled in the lava
THE SCIENCE OF NATURE
• Plant-based EGF fields of Reykjanes Peninsula and can nurture
• Choose the skincare of tomorrow up to 130,000 barely plants at a time.

• MISSION • The flagship product, BIOEFFECT EGF Serum -

Our mission is to restore and
The award-winning EGF SERUM is a GREEN IS GOOD / PLANT-BASED
revolutionary age-defying serum, that
maintain skin’s natural youthfulness significantly reduces the appearance of fine
and vitality through healthy, pure lines and wrinkles, increases skin thickness and
ingredients and truly effective density and restores your skin’s youthful
radiance.
advancements in skincare using
biotechnology.
BIOTECHNOLOGY + LIVING ORGANISM

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 MEDICAL / SCIENTIFIC / FUNCTIONAL

BRAND POSITIONING / MISSION / VISION KEY STATEMENTS PIONEERING REGENERATIVE MEDICINE

• WE HAVE NO NEED FOR MYTHS OR MIRACLES
• For every giant leap in technology, Every single one of us is made up of trillions of
cells working in unison, orchestrated by a
the human body remains our most genetic code driving every instinct, thought,
remarkable machine: this belief has feeling… and the incredible, innate capacity to
heal. From skincare to clinical practice to SKINCARE + CLINICAL PRACTICE + BIOTECH RESEARCH
led Professor Augustinus Bader, biotech research, all our advances are grounded
one of the foremost scientists of in a belief that the body is its own best
therapist.
his generation, to unlock the body's
healing code. His breakthrough • A PIONEER IN REGENERATIVE MEDICINE: THE
ABC METHOD
medical treatment activates and Through his extensive research, Professor Bader THE WORLD’S LEADIND EXPERT IN REGENERATIVE MEDICINE
has developed a powerful technique that
orchestrates the body's own stem unlocks the body’s innate code for tissue
cells to repair and regenerate. From repair. It is based on the discovery of three
functions that must happen simultaneously in
skincare to clinical practice to the stem cells for healing to take place:
biotech research, all our advances Activate, Boost, Commit. The ABC Method is a
BEAUTY AS THE WISDOM OF THE BODY
totally new approach, working with the body’s
are grounded in a belief that the own physiological communication systems to
body is its own best therapist. trigger healing for sustainable health and
Everything your body needs, it already knows
wellbeing.

• Developed by a world-leading • BEAUTY IS IN THE WISDOM OF THE BODY

One breakthrough method, two transformative f
expert in regenerative medicine, ormulas: Augustinus Bader's Precise INNOVATIVE SKINCARE TECHNOLOGY
our creams reduce the signs of Personalised Cosmetics, with TFC8®, bring an
innovative approach to skincare. Supporting The ABC method
aging, leaving skin restored. the body's innate renewal processes, they help
This Is #TheCreamThatWorks to visibly reduce the signs of ageing and damage
caused by environmental stressors, and leave
skin looking restored, regenerated and glowing
with health.

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 MEDICAL / SCIENTIFIC / FUNCTIONAL

BRAND POSITIONING / MISSION / VISION KEY STATEMENTS

CLEAN, NON TOXIC SKINCARE
Ingredients based on biocompatibility
• Drunk Elephant is clean, but in our opinion,
• MADE IN USA “clean” is not nearly enough when it comes to
We don’t take shortcuts or caring for skin and hair. We are committed to
compromise ingredients to save using only ingredients that either directly NATURAL VS SYNTETHIC
benefit the health of the skin or support the
money. integrity of our formulations. We never take
Biocompatible skincare formulated with both cutting-edge synthetic and natural ingredients
We are hands-on and will stay true into account whether something is synthetic or
to our ethos. Our products are natural, instead choosing ingredients based on
designed, tested and made in the biocompatibility.
United States. AVOIDING THE SUSPICIOUS 6
• That’s why we focus on healthy pH levels,
formulations the skin recognizes, small
• MISSION molecular structure that’s easily absorbed, and
This is our commitment to you. To effective active ingredients that also support
deliver the highest quality, non- and maintain the skin’s acid mantle. But what LESS IS MORE
we leave out of our products is just as important
toxic skin care line at an affordable as what we put into them, so you will never Formulations the physiological processes of the skin to make those types of indulgences less
price with proven results. find what we call the Suspicious 6 (essential necessary, less often
oils, drying alcohols, silicones, chemical
sunscreens, fragrances/dyes, SLS) in our line.
We believe that these six ubiquitous ingredients
are at the root of almost every skin issue, and AFFORDABLE PRICE + PROVEN RESULTS
when they’re removed entirely from your
routine—that is, when you take a “Drunk
break”—skin can reset and return to its
healthiest, most balanced state.

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 MEDICAL / SCIENTIFIC / FUNCTIONAL

BRAND POSITIONING / MISSION / VISION KEY STATEMENTS PIONEERING DERMATHOLOGY EXPERTISE

• In 1986, Dermalogica was born. The vision was
• When Dermalogica meets skin, skin clear – a product line free of common irritants
health is redefined. and ingredients that could cause breakouts
Dermalogica is the number one (including lanolin, SD alcohol, mineral oil,
choice of skin care professionals artificial colors and fragrances) that would
improve skin health and were only available
THE NUMBER ONE CHOICE FOR SKINCARE PROFESSIONALS
worldwide. from qualified skin care professionals trained
at The International Dermal Institute.
• Professional-grade #skincare by
• WE'RE NOT PRETTY
The International Dermal Institute.
• Cruelty-free
(Or beautiful. Or pampering. Or luxury.) We’re PROFESSIONAL-GRADE SKINCARE
far too interested in guiding you to a new level
of skin health fitness! So, while our packaging Developed by The International Dermal Institute
• Dermalogica is the world’s number may not be designed to color-coordinate with
one professional-grade skin care your bathroom, you can always be sure that we
use ingredients that we know will work – our
brand, sold in more than 80 confidence founded by skin care professionals
countries. Our tribe of over 100,000 worldwide who use our products in their
HEALTHY, NOT PRETTY
professional skin therapists treatment rooms every daybecause they get We focus on skin health before beauty.
provides industry-leading expertise results.
to help people live their best lives in
their healthiest skin. • We are recognized cruelty-free by PETA (People
for the Ethical Treatment of Animals) and
Leaping Bunny.
HIGH QUALITY INGREDIENTS
• We also create global change We are certified vegan on all but 4 of our Free from artificial colors and fragrances
through sustainability, which is why products.
our products are FSC-certified and We have been clean since 1986. Our formulas
90% of our packaging will be are free of artificial colors and fragrances,
recyclable or biodegradable by the mineral oil, lanolin, S.D. alcohol, parabens and
microplastics. SUSTAINABLE AND CRUELTY FREE
end of 2020.
Certified cruelty-free and since 1986

© DESIGN GROUP ITALIA Blue Lagoon / Competitor analysis 20th March 2020 12
 MEDICAL / SCIENTIFIC / FUNCTIONAL

BRAND POSITIONING / MISSION / VISION KEY STATEMENTS ADVANCED SKINCARE BACKED BY SCIENCE
• The SkinCeuticals story started long before the
• Now part of the L'Oréal group company's founding in 1997 thanks to the
brands portfolio, our mission at pivotal research performed by Dr. Sheldon
SkinCeuticals is to improve skin Pinnell. In the years since, we have continued to
health. Dedicated to this purpose, pave the way with breakthroughs that have BORN FROM DECADES OF SKIN CANCER RESEARCH
we make one simple promise—to changed the face of skin science.
provide advanced skincare backed
by science. • Dr. Pinnell’s Duke Antioxidant patent has been a
driving force at SkinCeuticals since the
• Born from decades of skin cancer company’s inception, but he has made other COSMOCEUTICALS
milestone discoveries along the way. His skin Cosmetic products with biologically active ingredients claiming to enhance skincare efficacy.
research that led to pivotal science research findings have been published
breakthroughs in antioxidants, our in peer-reviewed journals and have since been
high potency formulas are universally accepted in the dermatological
concentrated in pure actives and community.
proven to penetrate optimally into SKIN SCIENCE ACCEPTED BY DETMATOLOFICAL COMMUNITY
skin. • Physicians and skincare professionals define
cosmeceuticals as products on the cutting-edge
• Made in the USA, our clinical between cosmetics and pharmaceuticals.
Active ingredients in cosmeceuticals are
skincare is used by dermatologists,
expected to be clinically proven to enhance
plastic surgeons, and medi-spas for
daily homecare and to complement
skincare efficacy. At SkinCeuticals, our products USED BY DERMATOLOGISTS, PLASTIC SURGEONS AND MEDI-SPAS
provide scientifically proven skin improvement
aesthetic procedures. We formulate crafted in elegant formulations for customized
to correct signs of aging, protect skincare regimens.
healthy skin, and prevent future
damage.
MINIMIZING ENVIRONMENTAL FOOTPRINTS

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 MEDICAL / SCIENTIFIC / FUNCTIONAL

BRAND POSITIONING / MISSION / VISION KEY STATEMENTS

THE PROMISE OF PITERA
Combination of nutrients work to improve the skin’s natural surface rejuvenation process
• Derived from a strictly controlled natural
• SK-II was born out of the quest to find a fermentation process, PITERA™ is a clear liquid
new ingredient that made skin more rich in vitamins, amino acids, minerals and
beautiful, because we believe that organic acids. The fascinating combination of
beauty is transformative. As skin nutrients work to dramatically improve the «THE SCIENCE BEHIND THE MIRACLE»
changes, feelings change and skin’s natural surface rejuvenation process.
ultimately, life changes. This unique and signature ingredient bears
close resemblance to the skin’s Natural
Moisturizing Factors (NMF) – a deciding element
• We celebrate competition. Just not
in the restoration and enhancement of
when it comes to beauty. Beauty translucency, softness and smoothness. BREAKTHROUGH BEAUTY TECHNOLOGY
is #NoCompetition. Nature, technology and craftsmanship blend
harmoniously to create the miracle of PITERA™
– to present a promise of crystal clear skin that
is yours to always keep.

• Back in the confines of the laboratory, they

A BEAUTY REVOLUTION
surmised that the secret must lie in the yeast
that the brewers’ hands were in constant
contact with during the sake fermentation
process. And that is how an exhaustive research
of over 350 yeast strains began. Poring over
even the smallest singular detail, the scientists
spent over five years isolating the single yeast
strain that held the secret to crystal clear skin.
It was the birth of a miracle, a beauty
revolution that would soon come to be known
as PITERA™.

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 MEDICAL / SCIENTIFIC / FUNCTIONAL

BRAND POSITIONING / MISSION / VISION KEY STATEMENTS

CLEAN
Non-toxic, vegan, cruelty-free
• WE KEEP IT CLEAN.
• SKIN’S COMPLICATED. We formulate to the highest standards in the
SKINCARE SHOULDN’T BE. world, European Union standards, banning over
1,300 toxins and questionable ingredients, to
• Versed combines community-powered ensure our products are safe, non-toxic, and YOUR PERSONAL SKIN GURU
development with retail know-how to effective. We keep the good, cut the bad, and
incubate and scale the next generation focus on what works.
of vertical beauty brands.
• FORMULA FIRST
• We offer affordably priced, clean Our products are made with proven ingredients
skincare brand in retail and direct-to- at skin-changing levels, and without the fussy POWERED BY EXPERTS
consumer channels. packaging and conventional markups. So you
only pay for what matters—the goop inside the
• We’re the non-toxic, vegan, cruelty- bottle.
free skincare brand powered by
experts and developed with you. REALNESS ALWAYS
•
Want to chat? We’re here and we want to hear
«SKIN AND CLEAN PRODUCTS FOR ALL»
• GURU GUIDED from you. And from breaking down what’s in
Think of us as your personal skin gurus. our products and what’s not to always showing
From the prescriptive icons on every you unretouched skin, we pinky-swear to keep it
product to our regimen-building Skin real.
Decoder to our always buzzing DMs, we
got you. THE HIGHEST STANDARDS IN THE WORLD
• PRO RECYCLING
We take waste seriously. We skip excess
• Our mission is simple: packaging like inserts and boxes for bigger items
make good skin and clean products for and use recyclable packaging wherever
all. possible (we’re 92% recyclable and working on
100%).
SUSTAINABILITY
Currently 92% recyclable

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 MEDICAL / SCIENTIFIC / FUNCTIONAL

BRAND POSITIONING / MISSION / VISION KEY STATEMENTS

CLEAN
Formulations free from parabens and other toxic ingredients
• The Ordinary is a brand from DECIEM. We are an
• The Ordinary is an evolving collection of umbrella of brands focused on advanced
treatments offering familiar, effective functional beauty. Our team is specialized in
clinical technologies positioned to raise materials chemistry and biochemistry, and we
pricing and communication integrity in have brought pioneering innovation in HONESTY, TRANSPARENCY AND INTEGRITY IN SKINCARE
skincare. The brand was created to skincare through our core brands, Hylamide
celebrate integrity in its most humble and NIOD. In the category of functional beauty,
and true form. Its offering is integrity is rare. Commonplace technologies are
referred to as groundbreaking and insensible
pioneering, not in the familiar
pricing strategies confuse the audience,
technologies it uses, but in its honesty disguising commodity technologies as advanced. SPECIALIZED IN CHEMISTRY AND BIOCHEMISTRY
and integrity. The Ordinary is born to The Ordinary exists to communicate with
disallow commodity to be disguised as integrity and bring to market effective, more
ingenuity. The Ordinary is "Clinical familiar technologies at honourable prices. The
formulations with integrity". Ordinary takes pride in honesty, fights
innovation stagnancy in the industry and
indirectly celebrates the depth of innovation our
EFFECTIVENESS + HORORABLE PRICES
• All DECIEM products, across all brands
including The Ordinary, are free of brands, Hylamide and NIOD, continue to bring to
parabens, sulphates, mineral oil, the category.
methylchloroisothiazolinone, • Everything we do is of exceptional quality.
methylisothiazolinone, animal oils,
coal tar dyes, formaldehyde, mercury,
Today, quality is no longer defined by price EXCEPTIONAL QUALITY
points or distribution channels. Quality today
oxybenzone. means being authentic, being different, being
functional, being beautiful and being sensibly
priced, even to the wealthy. And we respect
these principles. We choose to serve the
educated, the curious and the intelligent who AUTHENTICITY
appreciate our dedication to this very genuine
definition of quality.

© DESIGN GROUP ITALIA Blue Lagoon / Competitor analysis 20th March 2020 16
 THE PROMISE OF PITERA
CLEAN, NON TOXIC CLEAN
PIONEERING Combination of nutrients CLEAN
PIONEERING SKINCARE ADVANCED SKINCARE Formulations free from
PIONEERING EGF DERMATHOLOGY work to improve the skin’s Non-toxic, vegan, cruelty-
REGENERATIVE MEDICINE Ingredients based on BACKED BY SCIENCE parabens and other toxic
EXPERTISE natural surface free
biocompatibility ingredients
rejuvenation process

NATURAL VS SYNTETHIC
FIRST AND ONLY BRAND SKINCARE + CLINICAL Biocompatible skincare THE NUMBER ONE CHOICE HONESTY, TRANSPARENCY
BORN FROM DECADES OF «THE SCIENCE BEHIND THE YOUR PERSONAL SKIN
WITH PLANT-BASE PRACTICE + BIOTECH formulated with both FOR SKINCARE AND INTEGRITY IN
SKIN CANCER RESEARCH MIRACLE» GURU
GROWTH FACTORS RESEARCH cutting-edge synthetic and PROFESSIONALS SKINCARE
natural ingredients

HIGH COSMOCEUTICALS
PROFESSIONAL-GRADE
Cosmetic products with
THE WORLD’S LEADIND
AVOIDING THE
SKINCARE biologically active BREAKTHROUGH BEAUTY
SPECIALIZED IN
BRON FROM SCIENCE, EXPERT IN REGENERATIVE Developed by The POWERED BY EXPERTS CHEMISTRY AND
MADE IN ICELAND SUSPICIOUS 6 ingredients claiming to TECHNOLOGY
MEDICINE International Dermal BIOCHEMISTRY
enhance skincare efficacy.
Institute

LESS IS MORE
BEAUTY AS THE WISDOM Formulations the
physiological processes of
HEALTHY, NOT PRETTY SKIN SCIENCE ACCEPTED
OF THE BODY «SKIN AND CLEAN EFFECTIVENESS +
We focus on skin health BY DETMATOLOFICAL A BEAUTY REVOLUTION
THE SCIENCE OF NATURE Everything your body the skin to make those PRODUCTS FOR ALL» HORORABLE PRICES
before beauty. COMMUNITY
needs, it already knows types of indulgences less
necessary, less often

HIGH QUALITY USED BY

INNOVATIVE SKINCARE
GREEN IS GOOD / PLANT- AFFORDABLE PRICE + INGREDIENTS DERMATOLOGISTS, THE HIGHEST STANDARDS
TECHNOLOGY EXCEPTIONAL QUALITY
BASED PROVEN RESULTS Free from artificial colors PLASTIC SURGEONS AND IN THE WORLD
The ABC method
and fragrances MEDI-SPAS

SUSTAINABLE AND
MINIMIZING
BIOTECHNOLOGY + LIVING CRUELTY FREE SUSTAINABILITY
ENVIRONMENTAL AUTHENTICITY
ORGANISM Certified cruelty-free and FOOTPRINTS Currently 92% recyclable
since 1986

© DESIGN GROUP ITALIA Blue Lagoon / Competitor analysis 20th March 2020 17
Vision, mission, statement, key words, values

© DESIGN GROUP ITALIA Blue Lagoon / Competitor analysis 20th March 2020 18
© DESIGN GROUP ITALIA BL / Work in progress 06.03.20 19
Tavola 2: I Pack dei seguenti Prodotti
HOME PAGE REJUVENATING – REJUVENATING – HYDRA OIL SERUMS
PRODOTTO ANTIAGING CREAM ANTIAGING CREAM CREAM or WATER
LAST-ONE FACE EYES

© DESIGN GROUP ITALIA BL / Work in progress 06.03.20 20

© DESIGN GROUP ITALIA BL / Work in progress 06.03.20 21
Tavola 2: I Pack dei seguenti Prodotti
HOME PAGE REJUVENATING – REJUVENATING – HYDRA OIL SERUMS
PRODOTTO ANTIAGING CREAM ANTIAGING CREAM CREAM or WATER
LAST-ONE FACE EYES

© DESIGN GROUP ITALIA BL / Work in progress 06.03.20 22

© DESIGN GROUP ITALIA BL / Work in progress 06.03.20 23
Tavola 2: I Pack dei seguenti Prodotti
HOME PAGE REJUVENATING – REJUVENATING – HYDRA OIL SERUMS
PRODOTTO ANTIAGING CREAM ANTIAGING CREAM CREAM or WATER
LAST-ONE FACE EYES

© DESIGN GROUP ITALIA BL / Work in progress 06.03.20 24

© DESIGN GROUP ITALIA BL / Work in progress 06.03.20 25
Tavola 2: I Pack dei seguenti Prodotti
HOME PAGE REJUVENATING – REJUVENATING – HYDRA OIL SERUMS
PRODOTTO ANTIAGING CREAM ANTIAGING CREAM CREAM or WATER
LAST-ONE FACE EYES

© DESIGN GROUP ITALIA BL / Work in progress 06.03.20 26

© DESIGN GROUP ITALIA BL / Work in progress 06.03.20 27
Tavola 2: I Pack dei seguenti Prodotti
HOME PAGE REJUVENATING – REJUVENATING – HYDRA OIL SERUMS
PRODOTTO ANTIAGING CREAM ANTIAGING CREAM CREAM or WATER
LAST-ONE FACE EYES

© DESIGN GROUP ITALIA BL / Work in progress 06.03.20 28

© DESIGN GROUP ITALIA BL / Work in progress 06.03.20 29
Tavola 2: I Pack dei seguenti Prodotti
HOME PAGE REJUVENATING – REJUVENATING – HYDRA OIL SERUMS
PRODOTTO ANTIAGING CREAM ANTIAGING CREAM CREAM or WATER
LAST-ONE FACE EYES

© DESIGN GROUP ITALIA BL / Work in progress 06.03.20 30

© DESIGN GROUP ITALIA BL / Work in progress 06.03.20 31
Tavola 2: I Pack dei seguenti Prodotti
HOME PAGE REJUVENATING – REJUVENATING – HYDRA OIL SERUMS
PRODOTTO ANTIAGING CREAM ANTIAGING CREAM CREAM or WATER
LAST-ONE FACE EYES

© DESIGN GROUP ITALIA BL / Work in progress 06.03.20 32

© DESIGN GROUP ITALIA BL / Work in progress 06.03.20 33
Tavola 2: I Pack dei seguenti Prodotti
HOME PAGE REJUVENATING – REJUVENATING – HYDRA OIL SERUMS
PRODOTTO ANTIAGING CREAM ANTIAGING CREAM CREAM or WATER
LAST-ONE FACE EYES

© DESIGN GROUP ITALIA BL / Work in progress 06.03.20 34

NATURE / WELLNESS

© DESIGN GROUP ITALIA Blue Lagoon / Competitor analysis 20th March 2020 36
Vision, mission, statement, key words, values

© DESIGN GROUP ITALIA Blue Lagoon / Competitor analysis 20th March 2020 37
 WINE AND GRAPE 100% BOTANICALLY-BASED ICELANDIC COMPLEX
AVÈNE THERMAL SKIN MINDFULLY FORMULATED
EXTRACTS + NATURALLY DERIVED MINERALS AND Proprietary natural blend 100% NATURAL AND
WATER Earth and sea-based 100% NATURAL AND NON-
French vineyards From plants, non- BOTANICALS FROM THE that replenishes the CLEAN + JAPANESE
Aquacert HACCP ingredients, non-toxic-to- TOXIC
(Bordeaux, Champagne, petroleoum minerals or DEAD SEA REGION nutrients that stress SUPERFOODS
Thermalisme certified skin alternatives
Burgundy) water depletes

ICELAND NATURAL
CLEAN AND SAFE ORGANIC
THE WORLD’S LEADING DERMATOLOGY + PIONEERING WATER RESOURCES ADVANCED TECHNOLOGY
Without parabens, POWERED BY NATURE – Cosmetics +
EXPERT ON RESVERATROL HYDROTHERAPHY RETURN PROCESS Mineral rich waters, Natural process of double
phthalates and sodium PROVED BY SCIENCE aromatheraphy from
AND POLYPHENOL 270 years of experience Floral filters antioxidant berries, algaes, fermentation
lauryl sulfate. Organics farm in Vermont
plants

GOING 100% VEGAN 100% NATURAL HERITAGE / ANCIENT

PATENTED WITH AHRVARD STERILE FORMULATIONS Committed to having all BALANCE BETWEEN HIGH PERFORMANCE Free from parabens, HIGH PERFORMANCE WISDOMS
MEDICAL SCHOOL IN AQUEOUS FORM vegan products on shelves NATURE AND SCIENCE BEAUTY petroleoum, mineral oil LUXURY SKINCARE Geishas’ wisdom to
by 2022 and sulfates modern women

COSM’ETHICS CRUELTY-FREE 100% NATURAL CRUELTY FREE + 100% THE WORLD’S MOST JAPAN HIGH COSMETIC
100% NO PRESERVATIVES /
Never use suspicious No animal testing, products Sourced from nature, never 100% NATURAL PACKAGING ADVANCED SKINCARE SAFETY STANDARDS
ingredients + NO animal UNLISTED PRESERVATIVES
tested on people from GMOs No animal testing TECHNOLOGY The highest in the world
testing

HIGH QUALITY
MAXIMUM SAFETY PIONEERS IN POST- FULL TRANSPARENCY ECO-FRIENDLY SUSTAINABILITY
SUSTAINABILITY Selecetion of local
PLANT BASE / NATURAL Selection of essential CONSUMER RECYLCED No fillers, no fluff, no Reduce impact on Majority of packaging
Packaging easily recyclable harversters, scientists,
FORMULARY ingredients only PACKAGING falseness. environment made of glass
laboratories

ECO-CONSCIOUS
SELECTION OF PREMIUM
MAXIMUM TOLERANCE RESPONSIBLE Impact the environment CLEAN MANUFACTURING MOMMY-FRIENDLY AND
minimally a creating MATERIALS AND
For all types of skins MANUFACTURING AND CLEAN PACKAGING CRUELTY FREE
RETAILERS
formulas

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 NATURE / WELLNESS

BRAND POSITIONING / MISSION / VISION KEY STATEMENTS

WINE AND GRAPE EXTRACTS
French vineyards (Bordeaux, Champagne, Burgundy)
• Select effective ingredients of natural origin
• Caudalie was created in 1995 after Nature is full of virtuous active ingredients for
Mathilde and Bertrand Thomas met Pr. our skin. At Caudalie, we favour natural active
Vercauteren, from the University of ingredients that respect the environment and
Pharmacy of Bordeaux and the world’s your skin. THE WORLD’S LEADING EXPERT ON RESVERATROL AND POLYPHENOL
leading expert on resveratrol and • Vine and grape extracts patented with
polyphenol. Harvard Medical School and from French
vineyards (Bordeaux, Champagne,
Burgundy). The vine has inexhaustible
• ECO-FRIENDLY BRAND Committed to
wealth and is our primary source of
their own “cosm'ethics”, Caudalie inspiration. PATENTED WITH AHRVARD MEDICAL SCHOOL
products are free of parabens, • Vegetable oils, waxes and butters and
phenoxyethanol, mineral oil, sodium essential oils
laureth sulfate, phtalates. Caudalie is • Floral and botanical waters
against animal testing and no • Plant and fruit extracts with various
ingredients of animal origin are used. cosmetic properties to this very genuine COSM’ETHICS
definition of quality. Never use suspicious ingredients + NO animal testing
• GIVING BACK Caudalie is a member of
1% for the Planet, and gives back 1% of • Never use certain suspicious or undesirable
ingredients
its worldwide sales to environmental
organisations. Caudalie has already
planted more than 4 million trees and
• We try to get as close as possible to 100% PLANT BASE / NATURAL FORMULARY
natural, without sacrificing effectiveness and
has commited to plant 20 millions. sensoriality. That's why we allow the use of
synthetic ingredients when they are good and
necessary. The search for naturalness and
effectiveness involves constant improvement of
our formulas based on new research.
ECO-FRIENDLY
1% sales to environmental orgs

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 NATURE / WELLNESS

BRAND POSITIONING / MISSION / VISION KEY STATEMENTS

AVÈNE THERMAL SKIN WATER
Aquacert HACCP Thermalisme certified
• A Revolution for Hypersensitive Skin
• ROOTED IN DERMATOLOGY AND Without preservatives, it is usually impossible to
HYDROTHERAPY protect most formulas (in aqueous form) from
outside bacteria once the tube has been DERMATOLOGY + HYDROTHERAPHY
• A place where nature and its virtues opened. For the first time, a new revolutionary
hold special significance. technical process has solved the problem of 270 years of experience
preserving sterile formulas in large tubes,
without using preservatives, and protecting
them from outside contamination.
• Avène has over 270 years of expertise
in caring for sensitive skin and is
STERILE FORMULATIONS IN AQUEOUS FORM
• PROVIDING SAFE, EFFECTIVE FORMULAS D.E.F.I. (Device for Exclusive Formula Integrity)
trusted by millions worldwide. At the Rigorous selection of only essential ingredients
heart of the brand is Avène Thermal This innovative concept allows:
Spring Water, a natural soothing source • 100% gauranteed safety
clinically shown by over 150 studies to • Maximum tolerance for the most sensitive
soothe, soften and calm the skin. skin
• Free of all preservatives, parabens,
100% NO PRESERVATIVES / UNLISTED PRESERVATIVES
fragrance and alcohol

• STERILE COSMETICS guarantee formulas

with absolutely no preservatives or
substances with an incidental preservative
MAXIMUM SAFETY
function (unlisted preservatives). Since Selection of essential ingredients only
preservatives do not affect the formula’s
efficacy, STERILE COSMETICS also mean
that your skin is getting only what’s
essential. STERILE COSMETICS offer
UNIQUE SAFETY for even the most
MAXIMUM TOLERANCE
sensitive and allergenic skin. For all types of skins

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 NATURE / WELLNESS

BRAND POSITIONING / MISSION / VISION KEY STATEMENTS

100% BOTANICALLY-BASED + NATURALLY DERIVED
From plants, non-petroleoum minerals or water
• Aveda is a cruelty-free brand. We do not test on
• Founded in 1978, Aveda™ creates high animals and never ask others to do so on our
performance, botanically-based behalf. Our products are «people tested».
products for beauty professionals and Our commitment to deliver high performance, CLEAN AND SAFE
consumers—while continuously striving botanically-based products that are kinder to
to conduct business in an the planet – which is good for all of us -- goes Without parabens, phthalates and sodium lauryl sulfate.
environmentally sustainable manner. much deeper than our use of naturally derived
ingredients.
• We strive to set an example for
leadership and responsibility of caring,
• Naturally derived, which we define to be those GOING 100% VEGAN
for which more than 50% of the molecule Committed to having all vegan products on shelves by 2022
not just in the world of beauty, but comes from a plant, non-petroleum mineral,
around the world. Our commitment to water, or some other natural source.
caring for animals and wildlife reaches
far and wide. In fact, we live and • Certified organic. Sourced from sustainable or
breathe it. renewable plant-based origins and does not CRUELTY-FREE
negatively impact the ecosystems from which No animal testing, products tested on people
• MISSION they are sourced.
Our mission at aveda is to care for the
• Through aggressive reductions in waste &
world we live in, from the products we water across the Aveda Value Chain, we are
make to the ways in which we give back alwaysstriving towards a more sustainable PIONEERS IN POST-CONSUMER RECYLCED PACKAGING
to society. At aveda, we strive to set an future,each and every day. First beauty company using 100% post-consumer recycled PET.
example for environmental leadership
and responsibility,not just in the world • We are proud to have been the first beauty
of beauty, but around the world. company using 100% post consumer recycled
PET. Now more than 85% of our skin care and
hair styling PET bottles and jars contain 100%
RESPONSIBLE MANUFACTURING
post consumer recycled materials. Manufactured with 100% wind power through renewable energy credits and carbon offsets.

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 NATURE / WELLNESS

BRAND POSITIONING / MISSION / VISION KEY STATEMENTS MINERALS AND BOTANICALS FROM THE DEAD SEA REGION
• Our study of nature, skin and people led to the
• Based in modern-day Israel, the Dead development of AHAVA’s Osmoter™, the
Sea region is rich in resources; scientists mineral catalyst at work in every AHAVA
sought greater understanding of how formula. PIONEERING WATER RETURN PROCESS
minerals and botanicals could benefit By harnessing the most dynamic elements of
the skin, giving rise to AHAVA in 1988. the Dead Sea, this scientifically balanced blend Floral filters
of minerals delivers exceptional hydration to
• We let nature lead our science of the skin.
designing skin, hair, & body care
• AHAVA’s Osmoter™ draws moisture and
formulas that activate skin from within. nutrients from the depths of the skin to its outer BALANCE BETWEEN NATURE AND SCIENCE
layers, where it is needed the most. This is how
• DRAWN FROM NATURAL ELEMENTS AHAVA products activate your skin from
Inspired by previously undiscovered within.
botanicals and minerals, AHAVA lets
nature lead our science. • A deep connection with the Earth informs 100% NATURAL
every decision at AHAVA because the desert we Sourced from nature, never from GMOs
• SCIENCE IN BALANCE call home must be sustained. Accordingly,
AHAVA researchers’ commitment to AHAVA scientists strive to impact the
environment minimally as we create our
innovation is only matched by their formulas.
desire to understand the human nature FULL TRANSPARENCY
of your body. • The pioneering water return process at the No fillers, no fluff, no falseness.
AHAVA manufacturing facility reflects our eco-
• ACTIVATED FROM WITHIN consciousness by using local flora to filter
Our products don’t just care for your waste and restore clean water to our desert
home. It’s a further expression of our belief in a
skin, they help your skin care for itself.
balance between nature and science.
ECO-CONSCIOUS
Impact the environment minimally a creating formulas

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 NATURE / WELLNESS

BRAND POSITIONING / MISSION / VISION KEY STATEMENTS

MINDFULLY FORMULATED
Earth and sea-based ingredients, non-toxic-to-skin alternatives
• POWERED BY NATURE. PROVEN BY SCIENCE.
• WE’RE ROOTED IN NATURE Origins mission is to create safe, high-
performance products that deliver visible
• We extensively research and evaluate results powered by nature and proven by
our ingredients—both natural and non- science. Because we’re dedicated to helping you POWERED BY NATURE – PROVED BY SCIENCE
toxic-to-skin alternatives—for purity, make thoughtful decisions—ones that are right
efficacy and safety. for you.

• ORIGINS PRODUCTS ARE MINDFULLY

• At Origins, we believe that it’s
FORMULATED WITH: the highest-quality plant,
important to give back to nature as earth and sea-based ingredients combined with HIGH PERFORMANCE BEAUTY
much as nature gives to us. That’s why, non-toxic-to-skin alternatives and advanced
in 2009, we launched a tree-planting science.
program in partnership with American
Forests’ Global ReLeaf. Together, we • We ensure our products are safe for your skin.
Each of our ingredients and finished products
have aided reforestation efforts
are rigorously evaluated for safety, and we
100% NATURAL
around the world and continue to
Green The Planet one tree at a time. constantly study the latest science to only use
ingredients that meet our own exceedingly high
quality standards, and yours.
• And we continuously strive to take care
of the earth—from using manufacturing • IT’S OUR NATURE. TO DO GOOD. ECO-FRIENDLY
processes that help reduce our impact Just as we care for the well-being of your skin, Reduce impact on environment
on the environment to planting trees one of our core values is caring for the well-
worldwide. Because it’s our nature to being of our planet.
do good.
• We strive to limit our negative impact on the
environment and to advance our goal to have a CLEAN MANUFACTURING AND CLEAN PACKAGING
net zero carbon emission by 2020.

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 NATURE / WELLNESS

BRAND POSITIONING / MISSION / VISION KEY STATEMENTS

ICELANDIC COMPLEX
Proprietary natural blend that replenishes the nutrients that stress depletes
• Our inspiration comes from nature, in the
• Skyn ICELAND is the first and only pure, unspoiled natural resources of Iceland –
brand created to address the effects of with its mineral rich waters, antioxidant
stress on skin. powered berries, soothing algaes and mosses ICELAND NATURAL RESOURCES
and immune boosting angelica archangelica.
• Incorporating the pure and potent With these potent naturals, we created products Mineral rich waters, antioxidant berries, algaes, plants
healing properties of Iceland, skyn that soothe, stabilize, fortify and nourish skin,
ICELAND detoxifies and brings skin back bringing it back into balance and returning it to
a glowing, youthful state.
into balance. Perfect for all skin types,
especially sensitive skin, it restores the
100% NATURAL
• Our commitment to nature is in everything we Free from parabens, petroleoum, mineral oil and sulfates
glowing, even-toned, younger-looking do. We favor packaging that’s easily recyclable.
skin you crave. We're free of parabens, petroleum, mineral oil
and sulfates. We don't test our products on
• At Skyn Iceland we offer skincare animals and we're 100% vegan.
solutions to treat the damage caused CRUELTY FREE + 100% PACKAGING
by stress. • Our simple-to-use products indulge the senses, No animal testing
bringing on an overall sense of calm and
ultimately reenergize you and your skin. Our
goal is to help you feel as good as you look so
you can take on the world and its challenges.
SUSTAINABILITY
• The Icelandic Complex is our propriety natural Packaging easily recyclable
blend that replenishes the nutrients that stress
depletes. It's what sets skyn ICELAND apart and
makes our products hyper potent and truly
efficacious.

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 NATURE / WELLNESS

BRAND POSITIONING / MISSION / VISION KEY STATEMENTS 100% NATURAL AND NON-TOXIC
• Each Tata Harper Skincare product is
• Tata Harper Skincare is a 100% natural, handcrafted from start to finish in the
nontoxic, high-performance luxury company headquarters in Vermont. Nothing in
skincare, cosmetics and aromatherapy the production processed is outsourced, ORGANIC
line based on an Organic farm in the allowing us to ensure absolute quality,
Champlain Valley of Vermont. freshness and potency. The line is sold at select
Cosmetics + aromatheraphy from Organics farm in Vermont
department stores and retailers, holistic
• Tata, a Colombian entrepreneur, centers and spas throughout the U.S. and world.
founded the company on the idea that
• Our non-toxic products will never make you
women no longer need to sacrifice their choose between health and results or between HIGH PERFORMANCE LUXURY SKINCARE
health to look and feel beautiful: each natural and high-performance. You shouldn’t
product in the line is formulated to have to compromise your ideals when it comes
deliver real, visible antiaging results to beauty. That’s why every product we make is
without a single drop of synthetic formulated without compromise.
chemicals.
• Our crown of flowers is our stamp of approval
THE WORLD’S MOST ADVANCED SKINCARE TECHNOLOGY
• Her proprietary, handcrafted formulas that the green bottle you’re holding has been
are powered by the world's most created to our level of standards and is of the
highest quality and freshness possible.
advanced natural skincare technology
and include ingredients from all over • The majority of our packaging is made of glass, SUSTAINABILITY
the world, as well as fresh herbs and and this is a decision we at Tata Harper Skincare Majority of packaging made of glass
botanicals grown on her own Vermont conscientiously make. Glass is highly recyclable
farm. and can be reused over and over.

SELECTION OF PREMIUM MATERIALS AND RETAILERS

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 NATURE / WELLNESS

BRAND POSITIONING / MISSION / VISION KEY STATEMENTS 100% NATURAL AND CLEAN + JAPANESE SUPERFOODS
• CLEAN
• TATCHA was founded by Victoria Tsai to Our formulas are non-irritating, non-
share the geisha's wisdom with sensitizing, mommy-friendly and cruelty-free.
modern women everywhere, and to ADVANCED TECHNOLOGY
further the belief that true beauty • MINIMAL
begins with the heart and the mind. We use fewer, better ingredients. Our
Natural process of double fermentation
ingredients are minimally manipulated.
• We adhere to Japan’s official safety
• JAPAN’S HIGH STANDARD
and purity standard, one of the
highest in the world. Using natural
We go above and beyond Japan’s cosmetic HERITAGE / ANCIENT WISDOMS
safety standard, one of the highest in the world. Geishas’ wisdom to modern women
ingredients from renowned We go above and beyond the Sephora Clean
provenances, we apply food science standard.
principles to transform time-tested
beauty into clean formulas. • TRACEABLE
High-quality, nutrient-dense actives harvested JAPAN HIGH COSMETIC SAFETY STANDARDS
• Every formula starts in the fields and from the most renowned sources. The highest in the world
seas of Japan, where we harvest
nutrient-dense green tea, rice bran, • HIGH QUALITY
We work directly with local harvesters and
and algae, the superfoods credited private farms to obtain the highest quality.
with Japanese longevity. Always The Tatcha Institute then partners with leading HIGH QUALITY
looking to what is naturally good for the plant extraction scientists to harness the Selecetion of local harversters, scientists, laboratories
body to unlock what is extraordinarily powerful efficacy of these ingredients.
good for the skin, our scientists use a
natural process of double • TIME TESTED
fermentation to release their Centuries-old proven rituals based in nature,
bioavailable actives. small steps and whole-person wellbeing. MOMMY-FRIENDLY AND CRUELTY FREE

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Brand look & feel, graphics, packaging samples

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PRESTIGE / LUXURY

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Brand look & feel, graphics, packaging samples

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PRODOTTO ANTIAGING CREAM ANTIAGING CREAM CREAM or WATER
LAST-ONE FACE EYES

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Esempi corretti pack/category

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 PIONEERING EGF
BRAND POSITIONING / MISSION / VISION KEY STATEMENTS

• Biotechnology is a science that utilizes

biological systems, living organisms or parts
• We believe effective, of them to develop or create different FIRST AND ONLY BRAND
transformative, truly hydrating skin products. WITH PLANT-BASE GROWTH FACTORS
care is not created by marketing
• Founded by three Icelandic scientists when
departments, unpronounceable they discovered, after over a decade of
ingredients, expensive packaging, or research, a way to bioengineer a plant-based
outdated technology, but by human replica of EGF (Epidermal Growth
cutting-edge science and a radically Factor) in barley plants - making it the first
BORN FROM SCIENCE. MADE IN ICELAND.
new approach. and only brand with plant-based growth
factors.

• Pioneering biotech skincare from • It is grown in inert volcanic pumice, using

Iceland geothermal energy and pure Icelandic water THE SCIENCE OF NATURE
• Plant-based EGF enriched with nutrients. Our ecologically-
engineered greenhouse is nestled in the lava
• Choose the skincare of tomorrow fields of Reykjanes Peninsula and can nurture
up to 130,000 barely plants at a time.
• MISSION
Our mission is to restore and • The flagship product, BIOEFFECT EGF Serum -
The award-winning EGF SERUM is a
GREEN IS GOOD / PLANT-BASE
maintain skin’s natural youthfulness
revolutionary age-defying serum, that
and vitality through healthy, pure significantly reduces the appearance of fine
ingredients and truly effective lines and wrinkles, increases skin thickness
advancements in skincare using and density and restores your skin’s youthful
biotechnology. radiance. BIOTECHNOLOGY + LIVING ORGANISM

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Line-up – comparison & key heroes
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PRODOTTO ANTIAGING OIL WATER FACE / EYES
CREAM
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X X

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Pricing

SERUM TREATMENTS
o EGF SERUM o 30 DAY TREATMENT
from $65.00/2 sizes $290.00
o EGF EYE SERUM o EGF EYE MASK TREATMENT
$90.00 $95.00
o EGF DAY SERUM
$145.00 MOISTURIZER
o EGF + 2A DAILY DUO o DAYTIME MOISTURIZER
$230.00 $105.00
o BODY INTENSIVE
£110.00 MASKS
o ON-THE-GO ESSENTIALS o EGF EYE MASK TREATMENT
$80.00 $95.00
o IMPRINTING HYDROGEL MASK
from $16.00/2 sizes

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 BRAND POSITIONING / MISSION / VISION KEY STATEMENTS
WINE AND GRAPE EXTRACTS
French vineyards (Bordeaux, Champagne, Burgundy)
• Select effective ingredients of natural origin
• Caudalie was created in 1995 after Nature is full of virtuous active ingredients for
Mathilde and Bertrand Thomas met Pr. our skin. At Caudalie, we favour natural active
Vercauteren, from the University of ingredients that respect the environment and
Pharmacy of Bordeaux and the world’s your skin. THE WORLD’S LEADING EXPERT ON RESVERATROL AND POLYPHENOL
leading expert on resveratrol and • Vine and grape extracts patented with
polyphenol. Harvard Medical School and from French
vineyards (Bordeaux, Champagne,
Burgundy). The vine has inexhaustible
• ECO-FRIENDLY BRAND Committed to
wealth and is our primary source of
their own “cosm'ethics”, Caudalie inspiration. PATENTED WITH AHRVARD MEDICAL SCHOOL
products are free of parabens, • Vegetable oils, waxes and butters and
phenoxyethanol, mineral oil, sodium essential oils
laureth sulfate, phtalates. Caudalie is • Floral and botanical waters
against animal testing and no • Plant and fruit extracts with various
ingredients of animal origin are used. cosmetic properties to this very genuine COSM’ETHICS
definition of quality. Never use suspicious ingredients + NO animal testing
• GIVING BACK Caudalie is a member of
1% for the Planet, and gives back 1% of • Never use certain suspicious or undesirable
ingredients
its worldwide sales to environmental
organisations. Caudalie has already
planted more than 4 million trees and
• We try to get as close as possible to 100% PLANT BASE / NATURAL FORMULARY
natural, without sacrificing effectiveness and
has commited to plant 20 millions. sensoriality. That's why we allow the use of
synthetic ingredients when they are good and
necessary. The search for naturalness and
effectiveness involves constant improvement of
our formulas based on new research.
ECO-FRIENDLY
1% sales to environmental orgs

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PRODOTTO ANTIAGING OIL WATER FACE / EYES
CREAM
LAST-ONE CREAM FACE / EYES

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