TRAINER’S GUIDE|HYDRA ZEN NEOCALM TM EDUCATION OBJECTIVES : HYDRAZEN NEOCALM TM Fight the new...

TRAINER’S GUIDE|HYDRA ZEN NEOCALMTM

EDUCATION OBJECTIVES :

HYDRAZEN NEOCALMTM

Fight the new stress with the new Hydra Zen NEOCALMTM

1. Regain Market shares on hydration segment and recruit new customers

2. Introduce the New Zen Universe to reassess Hydra Zen Range with NEOCALMTM Complex

3. Focus on Mythical White Flower as a star ingredient4. Revamp Packaging with modern foster jar in line with the 1st Hydra

Zen spirit

CUSTOMER CONCERNSDehydrated and stressed Skin

Sensitive and uncomfortable skin

Dull and Uneven skin tone

REVIEW THE HISTORY OF LANCÔME’S PILLAR FRANCHISE HYDRA ZEN Neurocalm™

Remind the HYDRA ZEN success story since its launch.

1999 - Lancôme launches HYDRA ZEN, the first “de-stressing moisturizer”.

2007 - The success story continues with its breakthrough Neurocalm™ dermo-soothing technology and 24H hydration.

2008 – The successful launch of Hydra Zen Neurocalm™ Soothing Anti-Stress Ultra-Moisturising Gel Essence for concentrated moisture and intense relief.

2009 - The Hydra Zen Neurocalm™ success story continues with the launch of Extreme Soothing Moisturising Cream-Gel and reveals the new advertising campaign that supports this major launch event.


NEW SKIN KNOWLEDGE IN 2010

According to the Top 10 study of the Direction of the Innovation conducted in Asia on 1537 persons, women have defined 4 beauty enemies which are:-Environmental stress like cold, heat, climatic change, dry weather and air conditionned-Emotional stress-Pollution-Photo stress like Sun and UVA Rays(Give some proven %)

Inspired by this study, Lancôme introduces a new skin knowledge based on the impact of stress on skin natural defense system and skin barrier function.

We have noticed that when skin is stressed, nerve ends release neuromediators such as Substance P and CGRP, known for their negative effect on skin barrier function and leading to higher skin sensitivity and dehydration.

Tight junctions that play a key role in skin hydration is the new research territory of Lancôme.

These same mediators modulate Langerhans cells activity, also known as immunity cells, and unfortunately impact on skin natural defense system.Β-endorphin, also known as the «feel-good molecule», is released from brain in time of pleasure and lead to relaxation, well-being and soothing.

SKIN CONCERNS WHAT ARE SOME OF THE CONSEQUENCES OF STRESS ON THE SKIN?The production of β-endorphins is reduced, further dehydrating the skin and giving it a dull look.

The skin’s barrier function and hydration are weakened and its neuro-immunity system is hindered.• Skin is overburdened, looks tired and feels weighed down• Skin gets uncomfortable and sensitive• Skin is totally dehydrated


HYDRA ZEN NEOCALMTM 2010Reveal the new advertising campaign that supports the launch of the new Zen by LancômeHYDRA ZEN NEOCALMTM

Discover the new technology by Lancôme, designed to boost skin

self-defense system against the 4 beauty enemies, for a multi-relief

hydration…

Pioneer in Neurocosmetics, Lancôme created the NEOCALMTM

complex, an alliance of science and nature for a stress-less dewy

skin.

NEW TECHNOLOGY, NEOCALMTM

Now it’s time to present the new Zen Universe with the new skin benefits.Based on the White Jasmine extract from Yunnan Valley and Rose de France, HYDRA ZEN NEOCALMTM is a combination of ingredients designed to work together in order to boost skin self-defense system, enhance skin hydration and soothe the skin.

Each ingredient of NEOCALMTM complex possess a specific action for a stronger skin, freed from the burden of stress.

White Jasmine extract, mythical ingredient in Traditional Chinese Medicine, is designed not only to neutralize the stress messengers but also to protect cells involved in skin’s natural defense system. - White Jasmine and Poly-sugar, both increase the Langerhans cells viability after UVB irradiation to act immediately on skin self-defense system and boost it.- Ophiogon Japonicus root extract boosts tight junctions synthesis* and helps reinforce the cohesion of epidermis superficial layers in order to improve skin hydration rate by preventing water loss toward skin surface.- Rose extract associated with Theobroma cacao, Mu Pan Pi and Moringa extract (and White Jasmine) reinforce skin barrier function and soothe the skin.

SKIN IS SOOTHED, LUMINOUS AND MOIST AS DEWY


FRAGRANCEThe fragrance is constructed around upgraded and continuity of the perfume.Recall the active perfume of the New HYDRA ZEN NEOCALMTM ; a delicate floral and slightly green fragrance, composed with feminine notes like Jasmine, Rose and musky notes.The subtle and feminine harmony gives an efficient proved de-stressing & soothing action.

NEW FORMULA + RENEWED RANGEMake the BA discover the new ritual with the new HYDRA ZEN: 1st Prepare your skin with Aqua-Gel Very Fresh, recommended for normal to combination skin.Then, HYDRATE skin with GEL ESSENCE.Finally, comfort and bring skin a deep and all day long hydration with Day Cream, available for all skin types and for Dry Skin.

HYDRA ZEN NEOCALMTM DETOXIFYING MOISTURISING MULTI-RELIEF ANTI-STRESS GEL ESSENCE

Introduce the Gel Essence to BA.

Insulate and detoxify your skin from stress effectsReveal all day long hydrated, pure and refined skinHYDRA ZEN NEOCALMTM DETOXIFYING MOISTURISING MULTI-RELIEF ANTI-STRESS GEL ESSENCE

Present the technology and the benefits of Gel Essence, insisting on the Long Dan Cao leaves, renown for its detoxifying properties White Jasminum (anti-oxidant properties) and Rose and their reinforcing power on skin’s barrier and skin’s hydration.


HYDRA ZEN NEOCALMTM DETOXIFYING MOISTURISING MULTI-RELIEF ANTI-STRESS GEL ESSENCEFor the specific customer concerns, like dehydrated and stressed skin, sensitive and uncomfortable skin, dull and uneven skin tone, Gel Essence is perfect to focus against stress and provide a skin purified, detoxified, hydrated and soothed for a dewy complexion.

Results are proven, on 100 women:78% found her skin suppler and more elastic 78% felt her skin refreshed76% felt her skin smoother

SENSORIALITYDemonstrate Gel Essence texture:An extremely refined and refreshing melting texture that transforms in a fluid watery thin as an essence for a supple and hydrated skin.

Recall the active fragrance, insist on Jasmine notes for an efficient proved de-stressing and soothing actions.

HYDRA ZEN NEOCALMTM MULTI-RELIEF ANTI-STRESS MOISTURISING CREAM

Introduce the Day Cream to BA.

For a stress-less dewy skin, now “infused” with Rose and White Jasmine HYDRA ZEN NEOCALMTM MULTI-RELIEF ANTI-STRESS MOISTURISING CREAM


HYDRA ZEN NEOCALMTM MULTI-RELIEF ANTI-STRESS MOISTURISING CREAM

Present the technology and the benefits of the Day Cream, insisting on the White Jasminum, Ophiogon Japonicus and Rose and their boosting power on skin’s self-defense system and skin’s hydration.

Available for all Skin Types and specially for Dry Skin

For the specific customer concerns, like dehydrated and stressed skin, sensitive and uncomfortable skin, dull and uneven skin tone, the New Day Cream is the perfect skin care which focus against stress and bring hydration, soothing effect to skin, and moist it all day long for an improved resistance.

Results are proven, on 100 women:87.5% found her skin more suppler and more elastic,88.3% noticed her skin looks softer,90.1% said her skin looks hydrated,91% felt her skin more comfortable

SENSORIALITYDemonstrate the two textures:-All skin types texture, delicate and subtle, fresh on the skin with a new watery sensation for a skin even more supple, smooth, soft and comfortable.- Dry skin texture, an unctuous nutritive cream, a surprising rebound at take for a skin even more protected, enveloped and velvety.

Recall the active fragrance, insist on Jasmine notes for an efficient proved de-stressing and soothing actions.


PREPARE YOUR SKIN

To receive the optimal benefits from HYDRA ZEN NEOCALMTM, customer have the choice in between two ways to prepare their skin.

First an INTENSE MOISTURE WITHOUT GREASINESS with HYDRA ZEN NEOCALMTM ANTI-STRESS MOISTURISING MATIFYING AQUA GEL FRESH

The exquisite HYDRA ZEN Aqua Gel is designed to hydrate, soothe, insulate skin from emotional and environmental stress and matify it.RESULTS:An hydrated, velvety and smooth skin, refined and matified looking.

Dedicated to normal to combination skin,

A new look with energetic and young bubbles, a new Gel breaks into a watery fresh cream-water with new anti-shine, matifying, pore minimizer properties for a deeper hydration feel.


SELLING STRATEGY AND PRODUCT PRESENTATION

Use the Expert Skincare Guide (ECG) to review the Lancôme Geography and Diagnosis Questions to discover your customer’s key concerns.

Replace the Hydration Geography into the ECG.

Show the differences between the HYDRA ZEN Range in 2009, and after the Renovation, what’s new in the new range in 2010.

Insist on the fact that New Formula and New Packaging on:- Cream-Water- Aqua Gel- Gel Essence - Day Cream (available for all skin types and dry skin)

Don’t forget to talk about the NEW PACKAGING only for the Emulsion (dry, very dry skin), Cream Gel, Eye cream and Night CreamSame Formula but NEW packaging

ADVISE & LINK SELL

Here is the Lancôme Power System for the new range Hydra Zen NEOCALMTM by Lancôme.-For the daily routine -For the night routine

For a perfect advise, explain to the BAs the different sales method according to the customer profile.1.Introduce Hydra Zen NEOCALMTM to a new customer2.Introduce Hydra Zen NEOCALMTM to an existing Hydra Zen customer3.Introduce Hydra Zen NEOCALMTM to a Make-Up customer


INTRODUCING THE NEW HYDRA ZEN NEOCALMTM BY LANCÖME

1.To a new customerHere is the catch phrase specially designed for the new customer to introduce her to the new Zen by Lancôme.

Introduce GEL ESSENCE“HYDRA ZEN NEOCALMTM Detoxifying Moisturising Multi-Relief Anti-Stress Gel Essence, with the anti-oxidant power of White Jasmine will detoxify your skin, bring you deep moisture and make your complexion looks dewy.”

TEXTURE TRIAL & LINKING THROUGH USAGE“Let me show you its fluid and watery texture, providing an immediate soothing hydration sensation, deep inside your skin.”

Introduce the DAY CREAM“HYDRA ZEN NEOCALMTM Multi-Relief Anti-Stress Moisturising Cream , thanks to the exclusive Jasmine and Rose floral infusion, skin self-defense system is boosted while its hydration is enhanced.”

TEXTURE TRIAL & LINKING THROUGH USAGECream for dry skin: “ For an optimally long-lasting quenched and soothed skin, feel this sensational unctuous and nutritive creamy texture » Cream for all skin types: “Let me show you its unique and fresh watery cream texture providing an immediate soothing hydration sensation”Cream Gel: « Let me show you its ultra refreshing gel cream with an extreme comforting effect… »

Place the product on client’s handClient confirmation (texture and fragrance)


ADVISE & LINK SELL(Apply the complete daily routine on client’s hand, for linking sales through usage):

“First, prepare your skin with HYDRA ZEN NEOCALMTM Aqua Gel Very Fresh to receive optimal benefits of the new HYDRA ZEN NEOCALMTM complex.

Let me show you the essential gesture to reactivate your skin :GÉNIFIQUE Youth Activator . It will reveal a perfectly soft, even and luminous skin.

Follow by applying HYDRA ZEN NEOCALMTM Gel Essence to detoxify and bring your skin a real moisture infusion deep inside your skin.

For a feather light hydration, you can use HYDRA ZEN Emulsion.

Then, to provide comfort, protection and a deep hydration on the surface of your skin, apply HYDRA ZEN NEOCALMTM Multi-Relief Anti-Stress Moisturising Cream over the face and neck, avoiding the eye area.

For the delicate eye area, apply HYDRA ZEN Eye Cream to hydrate the eye contour’ skin and provide an anti-puffiness effect.

To finish your daily routine, I recommend UV EXPERT BBASE to provide perfect skin protection and an instant luminosity effect.”

SPECIFIC SPEECH

2. To an existing Hydra Zen Customer

WELCOME APPROACH

“Bonjour Madam, here is your Hydra Zen NEOCALMTM cream.

It offers you the same dewy, glowy skin and additionally it reinforces skin’s immunity thanks to the new innovative formula. Its exclusive Jasmine and Rose floral infusion will prolong skin’s immunity while reactivate its vital water flow.

Let me introduce you the Hydra Zen NEOCALMTM Gel Essence which is your best ally against the beauty enemies.”….

Then, follow the advise and Link sell


COMPARISONInsist on the major competitor for this launch:ESTÉE LAUDER with NUTRITIOUSExplain the differences between the current Hydra Zen Neurocalm and the new Hydra Zen NEOCALMTM

- The new ingredient for hydration Ophiogon Japonicus root extract- Skin immunity only in NEOCALMTM Complex- More de-stressing and soothing- Moringa and Jasmine for a better detoxifying and anti-pollution action

SUPPORT LAUNCHPlease insert your local support launch

3. To a Make –Up customer WELCOME + APPROACH for Make Up / DIAGNOSISPRODUCT ADVICE Make UpProvide Quick make up serviceLink HYDRA ZEN NEOCALMTM Gel Essence to make up ritual“Today, I would like to share with you the secret of dewy skin. First, reactivate your skin with Génifique Youth Activator.Because the secret of a glowy make up also begin with a perfectly moisturized skin, let me show you the best ally against 4 beauty enemies, HYDRA ZEN NEOCALMTM Gel Essence.Thanks to its exclusive Jasmine and Rose floral infusion, it will prolong skin’s immunity while reactivate its water flow.”Provide texture trial“Feel its fluid and watery texture, providing an immediate soothing hydration sensation, deep inside your skin.” Client confirmation (texture and fragrance)

TRAINER’S GUIDE|HYDRA ZEN NEOCALM TM EDUCATION OBJECTIVES : HYDRAZEN NEOCALM TM Fight the new...

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