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THE ENVIRONMENT TODAYBaby dermatitis is a challenge for every parent.
A B CChlorinated and otherwise contaminated bathing and drinking water are damaging to the skin surface - altering the pH and disrupting the acid-mantle balance.
Depleted ozone allows excessive UV rays to penetrate the atmosphere, increasing the number of skin problems and decreasing overall immunity.
Since 60% of what touches our skin can then enter the blood stream very quickly, air pollution is damaging to skin and whole body health.
100% of Babies have dermatitis in their first years.
60% of what touches skin can enter the blood in under 30 seconds.
30% of all unscheduled visits to the pediatrician are prompted by a skin reaction.
OH NO!
THAT NEEDN’T BE!
Click here to see a 90 second video
introduction to the brand!
PREVENTION + CARE
RETAIL PRODUCTS• 11 formulas, 16 SKUs• SRP $9.50 - $24.50• exclusive formulas• affordable• premium positioning
SALES TEAM EDUCATION
Customer turns the wheel to find a solution!
(on shelf or near shelf)
Tech Talkers!
Eczema + Diaper RashSensitive + PreemieChaffed + Dry Skin
Bugs + Sun
1
2
3Watch
our product training video anytime, anywhere!
(click to see it right now)
STORE SUPPORT• Seasonal promos; Displays
• Samples + brochures
• Grass roots local support, e.g., Mommy & Me Gatherings, bloggers
•Where-to-buy listing online
• Distribution
• Color coded ingredient labeling, by source:
UNIQUE IN THE MARKETClinical innovation beyond organics.Skin care as health care - value priced clinical innovation with tangible health benefits.
CLINICAL ORGANIC PROOF POINTS
1. able to make health claims legally with FDA regulated products
2. allergy/clinically tested/hypoallergenic products; manufactured in pharmaceutical grade labs
3. authentically organic: 70% - 95%
4. medical advisory/pediatrician developed (Alan Greene, MD, Kathi Sally Randal, RN)
5. chosen by hospitals for use on preemie babies in Neonatal Intensive Care Units including Kaiser Permanente Hospitals; leader with birth professional influencers (doulas/lactation consultants/infant massage therapists); a resource to the medical community for education and research (GreenFromDayOne.com)
6. leading provider of consumer education and web content about skin problems, concerns and natural care
BASICNATURALS
$VALUE PRICED
$$$EXPENSIVE
CLINICALORGANICS
Babytime! by Episencial is #1 in hospital birthing centers - the bestselling organic brand in US hospitals. Strategically, we started with Neonatal Intensive Care Units (NICUs) as this is where you find the most vulnerable babies who are most in need of protection from environmental toxins. To that end, Babytime is now in about 30% of level III NICUs and 10% of all NICUs in the US, after only about 2 years on the market.
VALUE PROPOSITION
• affordable• #1 in hospital birthing centers• authentically organic 75% - 98%• exclusive products (IP)
MOM ENDORSED
Episencial is loved by moms online - engaging a strong community around shared core values.
MARKETING METRICS
Demographic Sources: Internal market research from 120K consumers and the “New Consumers” BBMG Unleashed Report, March 22, 2011
CORE VALUES
TOP 5 PURCHASE DRIVERS
HEALTH & SAFETY
HONESTY
CONVENIENCE
RELATIONSHIPS
DOING GOOD
PREFER NOT TO SAY
INCOME
> $25K
$25-50K
$50-75K
$75-100K
$100-150K
$150-250K
QUALITY
PACKAGING PRICEHEALTHENERGY
TOP 5 PURCHASING DRIVERS
PR Reach- 68,000,000 impressions over the past 12mo
FaceBook - 41,000 likes, and growing
Blog Reviews - 330,000 impressions /mo
Hospital Distribution - 100,000 babies /mo
Newsletters- 53,000 double opt-in subscribers
Website -120,000 unique visitors /mo during promos
Episencial Moms
Kim Walls, M.S.Founder | CEO:
20 years HBA/CPG; Epicuren, Pepsi, Del Monte
Christina KlamserAVP Social Media Marketing:
10 years HBA/CPG; Smashbox, California Baby
Lisa SpicerVP Corp Com: 15 years C-level strategic branding & PR; Nestlé,
United, Kinko’s, more
Ken UdeActing CFO: 20 years President/
C-level; Stila, Josie Maran Cosmetics, Storage Mobility
Stephanie SmithVP Sales:
18 years NOPC; Burt’s Bees, Pixie Lilly
CORE TEAM
+110 years of hands on experience | 7 FTEs
Darin MarinovController: 20 years as senior executive in both private and
public companies.
SOCIAL + ECO IMPACT
114.3
APPENDIX
PRODUCT DETAILS
PRODUCT DETAILSPlayful Wash
17
• 2-in-1 hair & body wash. Balanced pH, quick-rinsing and non-irritating to eyes.
• Extra gentle, moisturizing cleanser using tangerine oil and plant-based surfactants - Sulfate free – rinses off fast!
• Fragrance free. Organic orange extract is our mild and fresh scent; Organic ginkgo biloba and calendula extract to sooth the skin - Organic aloe to moisturize naturally.
• Used in hospitals in the US & Canada for baby’s first bath.
• Greater than 70% Organic, Vegan, Fragrance and gluten Free. No Animal Testing.
Playful Wash - LargeMSRP per unit $24.49
8-95639-00291-0
22.6 oz
Playful WashMSRP per unit $9.99
8-95639-00293-4
8 oz
INGREDIENTS: Aloe Barbadensis (Aloe Vera) Leaf Juice*, Water (Aqua), Sodium Lauryl Glucose Carboxylate, Lauryl Glucoside, Decyl Glucoside, Coco-‐Glucoside, Glycerin, Glyceryl Oleate, Glyceryl Caprylate, Ginkgo Biloba Extract*, Citrus ReMculata (Mandarin or Tangerine) Peel Oil, Calendula Officinalis (Marigold) Flower*, Sodium Chloride, Citrus AuranMum Amara (BiTer Orange/PeMtgrain) Oil, Capryl Hydroxamic Acid, Caprylyl Glycol, Panthenol (Pro-‐Vitamin B5), Citric Acid
*CerMfied Organic Ingredient 100% of Ingredients are either all natural, organic or plant derived.
Playful WashMSRP per unit $6.498-95639-00270-5
3.4 oz (FAA Approved Size)
18
• 3-in-1 bubble bath, hair + body wash. Balanced pH, quick-rinsing and non-irritating to eyes.
• Long lasting bubbly gel concentrate, smells terrific with real fruit juice extracts, won’t irritate eyes or sensitive places – sulfate free.
• Organic lavender oil with blueberry & peach extracts help wind down for a peaceful night’s rest.
• Greater than 70% Organic, Vegan, and Fragrance and gluten Free. No Animal Testing. Peaceful Bubbles - Family Size
MSRP per unit $24.498-95639-00288-0
22.6 oz
INGREDIENTS: Aloe Barbadensis (Aloe Vera) Leaf Juice*, Water (Aqua), Cocamidopropyl Hydroxysultaine, Coco-‐Glucoside, Glyceryl Oleate, Cocamide DIPA, Citrus ReMculata (Mandarin or Tangerine) Peel Oil, Decyl Glucoside, Capryl Hydroxamic Acid, Glycerin, Caprylyl Glycol, Panthenol (Pro-‐Vitamin B5), Lavandula AngusMfolia (Lavender) Oil*, Ginkgo Biloba Extract*, Calendula Officinalis (Marigold) Flower Extract*, Citrus Nobilis (Mandarin Orange) Peel Oil, Vaccinium AngusMfolium (Blueberry) Fruit Extract, Prunus Persica (Peach) Fruit Extract, Prunus DomesMca Fruit (Plum) Oil, Sodium Cocoyl Glutamate, Disodium Cocoyl Glutamate, Citric Acid
*CerMfied Organic Ingredient 100% of Ingredients are either all natural, organic or plant derived.
Peaceful BubblesMSRP per unit $9.99
8-95639-00289-7
8 oz
PRODUCT DETAILSPeaceful Bubbles
Peaceful BubblesMSRP per unit $6.498-95639-00269-9
3.4 oz (FAA Approved Size)
19
• Silky soft moisturizing lotion for massage + long-lasting daily hydration.
• Organic jojoba and avocado oils to help replenish essential fatty acid levels for proper hydration; organic olive oil, shea butter, and sunflower seed oil to restore natural skin lipids. Helps prevent cradle cap and scaly skin.
• Calming oat extract also boosts skin immunity; organic lavender and geranium oils to sooth and calm the skin, as well as preserve product freshness.
• Greater than 70% Organic, Vegan, Fragrance and gluten Free. No Animal Testing.
Snuggly LotionMSRP per unit $14.998-95639-00290-3
8 oz
INGREDIENTS: Aloe Barbadensis (Aloe Vera) Leaf Juice*, Water (Aqua), Carthamus Tinctorius (Safflower) Seed Oil, Butyrospermum Parkii (Shea BuTer) Fruit, Caprylic/Capric Triglyceride, Glycerin, Glyceryl Stearate, Cetearyl Glucoside, Cetearyl Alcohol, Simmondsia Chinensis (Jojoba) Seed Oil*, Persea GraMssima (Avocado) Oil*, Olea Europaea (Olive) Fruit Oil*, Butyrospermum Parkii (Shea BuTer)*, Borage (Starflower) Seed Oil*, Oenothera Biennis (Evening Primrose) Oil*, Linum UsitaMssimum (Linseed) Seed Oil*, Prunus Armeniaca (Apricot) Kernel Oil, Glyceryl Caprylate, Rosa Damascena Flower (Rose) Oil Extract, Geranium Maculatum Oil, Sorbitan Stearate, Decyl Glucoside, Xanthan Gum, Leuconostoc/Radish Root Ferment Filtrate, Prunus SeroMna (Wild Cherry) Fruit Extract, Vanilla Planifolia (Vanilla Bean) Fruit Extract, Avena SaMva (Oat) Kernel Extract, Vaccinium AngusMfolium (Blueberry) Fruit Extract, Citric Acid.
*CerMfied Organic Ingredient 100% of Ingredients are either all natural, organic or plant derived.
PRODUCT DETAILSSnuggly Lotion
Snuggly LotionMSRP per unit $9.498-95639-00219-4
3.4 oz (FAA Approved Size)
20
• Itchy bothered skin relief. Fragrance-free + balancing. Brings comforting relief to red, dry, itchy, irritated skin. This all-natural, scent-free formula restores lipids and optimizes skin immunity.
• Fortified with probiotics (derived from yogurt), organic cucumber extract and aloe vera to help soothe and comfort bothered skin.
• Organic borage seed oil, jojoba seed oil, and oat extract to hydrate and restore natural lipids to help relieve itchy skin; organic green tea, neem oil, and calendula extract to naturally boost skin immunity and support eczema-prone skin.
• Greater than 95% Organic, Fragrance and gluten Free. No Animal Testing.
Soothing CreamMSRP per unit $10.998-95639-00217-0
3.4oz
INGREDIENTS: Aloe Barbadensis (Aloe Vera) Leaf Juice*, Water (Aqua), Glycerin, Cetearyl Olivate, Sorbitan Olivate, Carthamus Tinctorius (Safflower) Seed Oil*, Butyrospermum Parkii (Shea BuTer)*, Neem Seed Oil*, Simmondsia Chinensis (Jojoba) Seed Oil*, Persea GraMssima (Avocado) Oil*, Pyrus Communis (Pear) Fruit Extract, Tocopherol, Cetearyl Alcohol, Phenethyl Alcohol, Caprylyl Glycol, Xanthan Gum, Lactobacillus/Milk Ferment Lysate Filtrate, Vaccinium AngusMfolium (Blueberry) Fruit Extract, Cucumis SaMvus (Cucumber) Fruit Extract*, Chamomilla RecuMta Flower/Leaf (Chamomile) Extract*, Camellia Sinensis (Green Tea) Extract*, Calendula Officinalis (Marigold) Flower Oil Extract*, Borage (Starflower) Seed Oil*, Oenothera Biennis (Evening Primrose) Oil*, Linum UsitaMssimum (Linseed) Seed Oil*, Citric Acid.
*CerMfied Organic Ingredient 100% of Ingredients are either all natural, organic or plant derived.
PRODUCT DETAILSSoothing Cream
21
• Enhanced OTC barrier protection for diaper rash. Fortify + soothe + restore. Relieves & protects diaper area and sensitive places. Good for boys & girls.
• Prevent discomfort and bring soothing relief to severely chapped, cracked or irritated skin with this high-level barrier of pharmaceutical grade zinc, tea tree oil and organic calendula to battle bacteria and seal out wetness.
• Organic aloe vera and calendula extracts minimize redness and promote healing; organic olive oil, shea butter, and ceramides restore natural skin lipids and sooth itchy, irritated skin.
• Active ingredient 25 % zinc; additional ingredients are + 95% organic. Fragrance and gluten Free. No Animal Testing.
Nurturing BalmMSRP per unit $10.998-95639-00213-2
2.7 oz
PRODUCT DETAILSNurturing Balm - Diaper Rash Care
INGREDIENTS: Carthamus Tinctorius (Safflower) Seed Oil*, Cera Alba (Bees Wax)*, Cera Alba (Bees Wax)*, Cetearyl Alcohol, Cocos Nucifera (Coconut) Oil*, Ricinus Communis (Castor) Seed Oil*, Butyrospermum Parkii (Shea) BuTer*, Theobroma Cacao (Cocoa) Seed BuTer*, Melaleuca Alternifolia (Tea Tree) Oil, Ceramide 3, Calendula Officinalis (Marigold) Flower Extract, Camellia Sinensis (Green Tea) Extract
*CerMfied Organic Ingredient
ACTIVE INGREDIENTS: Zinc Oxide (Protectant) 20%
22
• Milky texture creates a protective layer with no harsh chemicals and minimal white residue.
• SPF 35 UVA+B, gentle, face and body lotion.
• Protects sensitive skin with natural minerals zinc and titanium - no harmful nano-particles
• Vitamin C neutralizes harsh chlorine effects while organic aloe and shea butter cool and moisturize skin.
• Vegan, nut, fragrance and gluten Free. No Animal Testing.
PRODUCT DETAILSSunny Sunscreen - SPF35
Sunny SunscreenMSRP per unit $14.998-95639-00221-7
2.7 oz
InacMve Ingredients: Water (Aqua), Caprylic Capric Triglycerides, Ethylhexyl (Octyl) Palmitate, (C12-‐C15) Alkyl Benzoate, Isopropyl Palmitate (Palm Oil), Cetearyl Alcohol, Glycerin, Cetearyl Glucoside, Acrylates Copolymer, Acrylates/C12-‐22 Alkylmethacrylate Copolymer, Glyceryl Stearate Se, Aloe Barbadensis (Aloe Vera) Flower Extract, Sodium Hydroxymethylglycinate, Xanthan Gum, Triethoxycaprylylsilane, Polyhydroxystearic Acid, Isostearic Acid, Camellia Sinensis (Green Tea) Extract*, Carthamus Tinctorius (Safflower) Seed Oil*, Helianthus Annuus (Sunflower) Extract, Limnanthes Alba (Meadowfoam) Seed Oil, Magnesium Ascorbyl Phosphate, Persea GraMssima (Avocado) Oil
*CerMfied Organic Ingredient 100% of Ingredients are either all natural, organic or plant derived.ACTIVE INGREDIENTS: Zinc Oxide (Sunscreen) 5.5%, Titanium Dioxide (Sunscreen) 11%
23
• Enhanced probiotic barrier protection from the elements for the face and lips.
• Prevent discomfort and bring soothing relief to severely chapped, cracked or irritated skin with this gentle but mighty barrier, including chapped lips, cracked nipples, acne bumps, cradle cap, and dry cheeks.
• Edible, unscented, allergy tested and designed to optimize skin immunity for maximum relief, prevention and healing protection.
• Organic sunflower & safflower oil, organic shea butter, and raspberry juice sooth itchy, irritated skin.
• Greater than 70% Organic, Fragrance and gluten Free. No Animal Testing.
PRODUCT DETAILSCheeky Salve - Lip + Cheek Balm
Cheeky SalveMSRP per unit $9.49
8-95639-00287-3
.5 oz
INGREDIENTS: Butyrospermum Parkii (Shea BuTer) Fruit, Butyrospermum Parkii (Shea BuTer)*, Carthamus Tinctorius (Safflower) Seed Oil*, Helianthus Annuus (Sunflower) Oil*, Beeswax*, ViMs Vinifera (Grape) Seed Oil, Tocopherol, Lactobacillus/Milk Ferment Lysate Filtrate (Yogurt Derived), Beeswax, Rubus Idaeus (Raspberry) Juice*
*CerMfied Organic Ingredient 100% of Ingredients are either all natural, organic or plant derived.
24
• Full-barrier protection with essential oils known for their anti-bactierial and anti-inflammatory benefits.
• Lightweight and non-greasy soothing moisturizer.
• Formulated and field tested in the humid, tropical climate of Hawaii.
• Actively healthy ingredients include tea tree, propolis, plant nectars, and essential oils to work with the skin’s natural defense system to keep skin bug free.
• No Animal Testing.
PRODUCT DETAILSMighty Shield - Bug Repellent
Mighty ShieldMSRP per unit $12.49
8-95639-00200-2
3.4 oz
25
• The first ever probiotic massage formula for nourishing skin barrier support + moisturizing oil with a non-greasy powdery finish.
• Feed the skin and optimize immunity with this all-natural, scent free formula of nourishing probiotics and nurturing oils.
• Organic Sunflower oil, high levels essential fatty acids, and triglicerides to support optimal skin health.
• Greater than 95% organic, fragrance and gluten Free. No Animal Testing.
Massage SerumMSRP per unit $14.998-95639-00261-3
3.4 oz
INGREDIENTS: Aloe Barbadensis (Aloe Vera) Leaf Juice*, Water (Aqua), Caprylic/Capric Triglyceride, Olea Europaea (Olive) Fruit Oil*, Helianthus Annuus (Sunflower) Oil*, Carthamus Tinctorius (Safflower) Seed Oil*, Cetearyl Olivate, Sorbitan Olivate, Polyglyceryl-‐4 Laurate/Succinate, Simmondsia Chinensis (Jojoba) Seed Oil*, Lysolecithin, ScleroMum Gum, Pullulan, Glycerin, Leuconostoc/Radish Root Ferment Filtrate, Lactobacillus/Milk Ferment Lysate Filtrate (Yogurt Derived), Tocopherol, Cucumis SaMvus (Cucumber) Fruit Extract*
*CerMfied Organic Ingredient 100% of Ingredients are either all natural, organic or plant derived.
PRODUCT DETAILSMassage Serum - Stretch Mark Salvation
26
• The first gluten-free and non-steroidal OTC salve for baby eczema or severe skin irritation.
• Enriched with ceramides, coconut oil, calendula and zinc to moisturize & support the skin barrier for fast healing from first use.
• Nourishing, skin barrier protectant for eczema, severely dry or cracked skin.
• Active ingredient 20 % zinc; additional ingredients are + 95% organic.
• Fragrance and gluten Free. No Animal Testing.
Active RepairMSRP per unit $18.498-95639-00216-3
2 oz
INGREDIENTS: Butryrospermum Parkii (Shea BuTer) Fruit*, Calendula Officinalis (Marigold) Flower Extract, Camellia Sinensis (Green Tea) Extract, Carthamus Tinctorius (Safflower) Seed Oil*, Cera Alba (Bees Wax)*, Ceramide 3, Cetearyl Alcohol, Cocos Nucifera (Coconut) Oil*, Melaleuca Alternifolia (Tea Tree) Oil, Ricinus Communis (Castor) Seed Oil*, Theobroma Cacao (Cocoa) Seed BuTer*
ACTIVE INGREDIENTS: Zinc Oxide (Protectant) 20%*CerMfied Organic Ingredient 100% of Ingredients are either all natural, organic or plant derived.
PRODUCT DETAILSActive Repair - Organic Eczema Cream
27
Silky PowderMSRP per unit $13.99
8-95639-00292-7
2.5 oz
• The first ever body powder to soak up extra moisture while supporting the skin's natural probiotic ecosystem.
• Talc-free, non-irritating, absorbent powder for diaper area, under arms and chin. Great for parents too!
• Enriched with sweet wild rose and probiotics for a super soft touch and delectable smell.
• Greater than 95% organic, fragrance and gluten Free. No Animal Testing.
PRODUCT DETAILSSilky Powder
28
Go Baby Basics SetMSRP per unit $14.99 / $21 Value8-95639-00285-9
.75oz Playful Wash, .75oz Snuggly Lotion, .75oz Soothing Cream, .75oz Nurturing Balm, .75oz Sunny Sunscreen.
Welcome Baby CollectionMSRP per unit $20.99 / $23 Value8-95639-00204-0
8 oz Playful Wash, 2.7 oz Nurturing Balm, .75 oz Soothing Cream
• Welcome Baby Collection: Give baby her first bath using all-natural, organic skincare chosen by hospitals and pediatrician recommended.
• Go Baby Basics Set: The “go to” for every new baby! The ultimate in organic & natural baby skincare basics – loaded with the good stuff. Top 5 best sellers / Great value.
• Kits & Sets include items that are greater than 70% organic, vegan, fragrance & gluten Free. No Animal Testing.
PRODUCT DETAILSKits + Gifts
SUPPORTING THE MEDICAL COMMUNITY
Dr. Alan Greene, a Harvard graduate, is Episencial’s Medical Director and a Clinical Professor of Pediatrics, on several boards, and a father of four. See appendix for more information.
UNIQUE AND PROPRIETARY SKINCARE FORMULAS YIELD OUTSTANDING RESULTS