Lumea Training 2013

Lumea Training2013

Quiz

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All togetherAnswer the following questions

5 minutes

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5.0 million

3

1.1 million

2.3 million

Quiz

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On the entire surface of the human body, there are about 5 million hairs; but many of them are difficult to see.

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How many hairs are there on average on the human body?

Lower legs

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From which area do women remove hair most?

Eyebrows

Underarms

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Across countries, almost all women depilate underarms (95%), lower legs (91%) and bikini line (88%). Eyebrows come fourth, with 64%.

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Synovate, female depilation segmentation study, August 2009

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Evolution of female depilation methods

IntroductionIntroduction

to root removal

From surface

removal

to hair growth prevention

New hair removal methods are being offered and existing methods are constantly improved.

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Hair removal pro’s and con’s

Category Main benefit Main drawback

Blade “Quick and easy,smooth legs just after...

but grows back quickly and not 100% safe.”

Epilator “Long lasting result, less and softer hair in the long run…

but painful and red dots just after.”

Wax “Long lasting result, less and softer hair in the long run…

but long, boring process and painful.”

Depilatingcream

“No nicks and cuts,smooth legs just after...

but grows back quickly and messy.”

Electric shaver “Quick and easy,no nicks and cuts...

but grows back quickly and not as close as a blade.”

Professional laser / IPL

“Long lasting, no more worries about hair removal...

but quite expensive with still touch-ups.”

IntroductionIntroduction

No more nicks & cuts

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Consumer insights

Women still have many unmet needs regarding hair removal…

No more dark shadows

No more ingrown hair

No more pain No more stubble

No more stress

No more hair in

embarrassing areas

No more skin irritation

Consumer NeedsConsumer Needs

No re-growth

Regardless of the hair removal method, you always see hair growing back before

you can remove it again.

I wish I could be hair free everyday without getting

stubbly in between.

…finding a solution for the “no re-growth” problem would help solving most other unmet needs

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Evolution of female depilation methods

The ProductThe Product

Finally breakthrough professional technology will be available at home!

to root removal

From surface

removal

to hair growth prevention

…at home

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Philips Lumea

Breakthrough innovation by Philips

IPL hair removal system for long lasting smoothness


Lumea benefits

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Long lasting smoothnessPhilips Lumea offers an effective, long-lasting solution that enables you to enjoy smooth skin every day.

Effortlessly effectiveOur studies show significant hair reduction after as little as two bi-weekly treatments. To keep skin silky smooth, repeat treatment every four to six weeks depending on individual hair regrowth and body area

Gentle treatment even on sensitive skinDeveloped in close cooperation with leading dermatologists

Maximum freedom, minimum hassleCordless design for maximum freedom and reach

Comes ready to work out of the box and does not require replacement lamps or gels

Cost effectiveLowest cost per treatment amongst leading IPL devices

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The Lumea range


Lumea PrecisionSC2002

Recommended retail price:

Lumea Precision Plus

SC2003Recommended retail

price:

Comparison

SKU SC2002 SC2003

Lamp lifetime 80,000 100,000

Battery lifetime 320 flashes 370 flashes

Flash intervals 3.5sec 3.8sec

No of attachments 2 2

Areas face body face body

Windows size 2 cm2 3 cm2 2 cm2 4 cm2

Storage Luxury Case / Pouch

Luxury Case/ Pouch

Retail price

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How does it work?

• Gentle pulses of light are applied• The melanin in the hair absorbs

the released light pulses• The light produces heat in the

hair, which is transferred to the hair follicle

• This stimulates the hair follicle to go into a resting phase

• As a consequence the hair sheds naturally and hair regrowth is inhibited

Light based hair removal with Philips Lumea: IPL technology

Technology ExplainedTechnology Explained

Treatment 1 Treatment 2 Treatment 3 Treatment 4 Treatment 5 etc.

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How does it work?

Before treatment

The application area needs to be shaven before treatment for:

•the best efficacy

•the most gentle treatment

•a long lifetime of the appliance

2 weeks 2 weeks 2 weeks 2-4 weeks


This step can be left out as soon as there’s no visible hair regrowth. Usually this is after 4/5 treatments.

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How does it work?

Cleaning is necessary after each treatment:

• To ensure best results• To ensure a long life for your

appliance• To avoid that any residue (hairs,

dust, fibers) burns after flashing and will cause discomfort, pain or skin reactions

Tip: instead of the cleaning cloth supplied, you can also use some water / high percentage alcohol and a cotton tip

After treatment


The role of melanin

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Melanin is susceptible to light and essential for an effective light-based treatment.

Melanin is responsible for the pigmentation of the hair and skin.

Darker hair

colour

More melanin

Better light

absorption

More heat

production

More ef-fectivene

ss


Darker skin

colour

More melanin

Better light

absorption

More heat

production

More perceptib

le

More melanin in the hair root = darker hair

Conclusion: the darker the hair, the more effective the treatment

More melanin in the skin = darker skin

Conclusion: the darker the skin, the more perceptible the treatment

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Skin types and body hair colourLight-based depilation can work for most women.


Skin tone

Body hair colour

White Beige Light brown Mid brown Dark brown

Brownish black and

darker

Black Dark brown

Brown Dark

blond Light

blond

Red White/grey

Light-based depilation is not effective on very light (light blonde, red, grey and white) body hair or suitable for darker skin tones

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The role of the hair growth cycle

1 Anagen phase (growing phase) = up to 90% of the hairThe hair grows actively from the root. In this phase the concentration of melanin is highest.

There are 3 hair growth phases:

2 Catagen phase (degradation phase) = 1-2% of the hairThe hair growth stops and the root shrinks before the hair sheds.

3 Telogen phase (resting phase) = 10-14% of the hairThe old hair separates from the root and is shed. The root remains at rest until the biological clock tells it to become active again and grow a new hair.

Hairs on an area of skin are usually in different stages of the cycle of hair growth.

Conclusion: hairs in the growing phase have enough melanin to be treated most effectively, so it takes several treatments to catch all hair roots in that phase.


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Is light-based depilation suitable for everyone?


Light based hair removal is not suitable:

On tattoos & piercings

During breast feeding

On light blonde, grey or red hair

On moles or freckles

For pregnant women

On nipples

On very dark skin (type

VI)

On children <14 years

old

Quiz

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ActivityActivity

One at a timeUse the Lumea

packaging 10 minutes

I need help!

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Q: Is Philips Lumea suitable for my skin and hair colour?

BOTTOM

BACK SIDE

Q: How often do I need it to use it and for how long?

ActivityActivity

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Product FeaturesProduct Features

Precision attachment (Lumea Precision)

*full body treatment including two lower legs, bikini area and underarms

Precision attachmentFor extra protection for face

and other sensitive areasAdditional reddish light filter

The face is more sensitive to light-based treatments and therefore requires a specially designed solution. That is why Philips designed Lumea Precision, which includes the Precision attachment, for application on face and other sensitive areas. The precision attachment is also smaller in surface (2cm2) and is therefore more convenient to use on the face and other hard-to-reach areas

Safe-to-use

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Philips Lumea : safe-to-use in the comfort of your home

Philips Lumea has been developed in close cooperation with leading dermatologists to ensure the professional IPL technology is adapted for safe use at home.

Dr. Vic A. Narurkar, consulting dermatologist,

USA

Dr. P. Berretty, supervising

dermatologist, Netherlands

Prof. Dr. P. Bjerring, supervising

dermatologist, Denmark


Gentle application

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Philips Lumea : effective treatment of all body hair

Philips Lumea has been developed in close cooperation with leading dermatologists for a gentle application even on the face (Lumea Precision only) and other sensitive areas. It can be used to remove unwanted hair from body areas below the neckline: legs, bikini area, underarms, arms and stomach.

Lumea Precision includes a specially designed precision attachment, that enables safe treatment also on the face below the cheek bone.


Supported by Philips’ heritage

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• Our heritage is in lighting, a key technology used for hair re-growth prevention

• A great history of bringing innovations safely to the consumers home, e.g. first shavers, DVD and CD

• Philips has made a difference in people’s health and wellbeing for decades

• As a company we have a strong presence in healthcare solutions and we are a key technology partner of leading hospitals worldwide

• We’ve started building our knowledge and experience of skin conditions within the company more than 15 years ago

• Philips Lumea was developed with leading dermatologists with over10 years of clinical and handling trials involving more than 2,000 women


http://sonicare.com/default.asp

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Learning about consumers

Unprecedented consumer feedback• 80% prefer Lumea over their conventional method used for

hair removal, including wax, shaving and epilation

• Positive word of mouth: 78% of women would recommend Lumea to a friend or relative

• 89% of women find Lumea (very) easy to use

• Over 30,000 women can’t be wrong! The response to Philips Lumea has been overwhelming and women everywhere are talking about the device that has revolutionized hair removal

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MetrixLab, first shopper survey Western Europe, March 2011, N=1,280

To be updated with country specific data when

appropriate

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Philips Lumea vs. professional light-based treatmentsLower energy x higher frequency = long lasting hair results• Philips Lumea’s IPL technology uses lower energy levels than

professional IPL technology: safe for use at home• But, if used more frequently hair is prevented from growing

back (Clinical studies show results are best maintained when the treatment is repeated every two to four weeks however the time between intervals can be extended depending on personal hair regrowth)

If you were to visit a salon for laser or IPL hair treatment, the cost for a whole course of laser hair treatment ranges from:

Bikini 350$-500$ Lower legs 600$-850$Under arms 250$-350$ Upper legs 600$-850$

Finally, because of the gentleness of Lumea you do not need to wear goggles or apply protective gel before treatment, as at the professional.

American Society of Plastic Surgeons Lumea vs. professional


USE AND LEARN• Question• How long does it take to treat the underarms, the bikini area

and both legs?• Answer

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• A fully charged battery offers at least 370 flashes at setting 5 = approx. 20 minutes.• On a lower setting (less efficacious!) the battery could last up to 3x longer.

Tip: treatments are not messy and do not require any water or additives, so you can use it wherever you want, e.g. while watching TV

Depending on skin surface and experience

Quiz

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ActivityActivity

All togetherAnswer the following questions

5 minutes

36

Quiz

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Name at least three benefits of Philips Lumea over current hair removal methods?

No hair regrowth = no stubble

No hair regrowth = no more dark

shadows

No hair regrowth = no ingrown hair

No stress; always ready to wear

whatever you want whenever you want

No mess; can be used outside the

bathroom, even while sitting on the

couch

Gentle method with adjustable settings

Be sure to wash yourself before a treatment with Lumea

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What does this warning icon represent?

Careful, Lumea might leave spots

Do not use Lumea on freckles

Quiz

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Philips Lumea has a UV filter to protect the skin, but avoid treatment of freckles, moles and scars, as light could influence their appearance which makes it harder to identify skin related diseases (not caused by Philips Lumea).

Can Philips Lumea be used for a full bikini area depilation including sensitive areas?

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Quiz

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Yes

No

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2

Yes, Philips Lumea is safe and gentle enough to treat the complete bikini area - for example a ‘Brazilian’ or ‘Hollywood’ (all off) look.

After recent sunbath

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Do not use in direct sunlight

Do not use on sunburned skin

Quiz

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Philips Lumea should not be used within 48 hours after a sunbath or on sunburned skin. The skin needs time to restore from sun exposure.

Only the first few treatments

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Do I have to shave before using Lumea?

Yes, always

No

Quiz

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Shaving is necessary to ensure that the light energy is channeled to the hair root in the most efficient way. Furthermore, visible hairs in the treatment area can be burnt by the light and can thus cause an unpleasant smell and feeling.

If Lumea is effective for the mother, it will also be effective for the daughter

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Children may only use Lumea in the presence of an adult

Lumea may not be used by children

Quiz

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Philips Lumea is not intended for children younger than 14 years. Teenagers aged between 15 and 18 years can use the appliance with the consent of their parents. Adults from 19 years and older can use the appliance freely.

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Can I hurt my eyes by using Philips Lumea?

Quiz

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Not if protective glasses are used

Yes

No

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The light, which is only slightly visible during use due to reflection on the skin is harmless for eyes. The safety system prevents unintentional flashing when not in contact with the skin. It is not necessary to wear protective glasses.

Explain

Three key steps

Discover Reassure

Know what your customer

wants!

Know the product, and be prepared

for questions!

Handle objections with

confidence!

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Smart Sales ApproachSmart Sales Approach

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Discover

• Women 25 to 45 years old

• Living in metropolitan areas

• Higher social and income classes

• Open to innovation and willing to try new things

• Heavily interested in beauty related topics like fashion, cosmetics, spas, beauty salons…

• Spend a lot more time and money on beauty

related topics than an average female consumer

• Has used several hair removal methods, but is still looking for the perfect hair removal method

Target group


Explain

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6 key benefits of Philips Lumea that will convince your customer


1. Long lasting smoothness: an effective, long-lasting solution that enables you to enjoy smooth skin every day. No more stubble, no more ingrown hairs, no dark shadows, always ready to wear what you want

2. Safe-to-use: developed with leading dermatologists, 6 years of clinical and handling trials involving more than 2,000 women

3. Gentle treatment even on sensitive skin: no painful root hair removal, 5 energy setting to adapt to your skin type

4. Very easy to use: cordless for maximum freedom in the comfort of your own home, simple and intuitive operation

5. No replacement parts needed: includes a high performance lamp that doesn’t require replacing and saves you time and money on replacement parts

6. Affordable: lowest cost per treatment amongst leading IPL/laser devices

Lumea Training 2013

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Transcript of Lumea Training 2013