Fraxel Brand Guide 081208

Brand IdentIty GuIdelInes

COntents

seCtIOn One - IntrOduCtIOn and BaCkGrOund

1.1 Letter from Director of Consumer Marketing

1.2 Purpose and use

1.3 History of Reliant and the creation of Fraxel Laser Technology

1.4 Relationship between the Fraxel product line and Reliant

1.5 The Fraxel brand mission and corporate statements

1.6 Fraxel Brand Voice and Verbal Attributes

1.7 Audience groups

seCtIOn twO - lOGO, standards

2.1 Fraxel Brand Logo and Logotype

2.2 Approved Fraxel Brand Logo Usage

2.3 Approved Fraxel Brand Logo Color Usage

2.4 Product Line Logo Usage - Consumer

2.4.1 Product Line Logo Usage - Consumer

2.5 Product Line Logo Color Usage - B2B

2.6 Logo do’s and don’ts - Do’s

2.7 Logo do’s and don’ts - Dont’s

seCtIOn three - tyPOGraPhy

3.1 Typography / Font Family

3.2 Typography Usage

3.3 Product Line references within text - Consumer and B2B

seCtIOn FOur - COlOr Palette and PhOtOGraPhy

4.1 Fraxel Brand Corporate Base Color Palette

4.2 Fraxel Product Line Key Color Palette

4.3 Faces

4.4 Abstracts – Horizontal Examples

4.5 Abstracts – Vertical Examples

seCtIOn FIve - desIGn systeM

5.1 Design Grid

5.2 Collateral and Advertising - Consumer (Faces of Fraxel)

5.3 Collateral and Advertising - Consumer (Fraxel Lifestyles)

5.4 Collateral and Advertising - Consumer (Product Line Advertising, version 1)

5.4.1 Collateral and Advertising - Consumer (Product Line Advertising, version 2)

5.5 Collateral and Advertising - Consumer (Fraxel Family of Products)

5.5.1 Collateral and Advertising - Consumer (Fraxel Family of Products)

5.6 Collateral and Advertising - B2B (Product Collateral)

5.6.1 Collateral and Advertising - B2B (Product Collateral)

5.7 Collateral and Advertising (Invitation 1)

5.8 Collateral and Advertising (Invitation 2)

5.9 Collateral and Advertising (Fraxel.com)

© 2008 reliant technologies, Inc.

seCtIOn 1 – IntrOduCtIOn and

BaCkGrOund

1.1 Letter from Director of

Consumer Marketing

What began in 2001 as a group of scientists uniting to create a new solution for aging

and sun-damaged skin, has quickly evolved into the industry standard for laser-based,

non-surgical skin resurfacing treatments.

The rapid adoption of Reliant’s true fractional lasering technology is no surprise and the

success of our Fraxel® product line is certainly no accident. Rather, it is the culmination of

steady, methodical advancement based on sound ideals and a well-defined product plan

for sustained growth.

As Fraxel product offerings continue to grow and develop, managing the value of the

Fraxel brand becomes more and more important. Just as the Fraxel product line is fueled

and directed by a deliberate plan, this document serves as the plan for managing and

building the Fraxel brand. Built on a solid brand foundation this document outlines the

tools at our disposal to help all communications maintain consistency as we continue our

rapid growth.

The Fraxel brand standards and usage guide serves as the definitive brand identification

system for the Fraxel product line guiding the development and presentation of

messaging to each of our target groups. This system is the culmination of market

research and strategic choices, as well as extensive experience in the management and

activation of similar brands. These guidelines offer simple directions and guardrails to

keep the Fraxel brand identity on track, assuring unity, consistency and, we hope, a

resource to answer your questions and make your job a little easier.

Jim Venable

Director of Consumer Marketing

1.1


BaCkGrOund

1.2 Purpose and use

This manual is intended to guide team resources responsible for implementing brand

messaging and visual communications for the Fraxel® brand. The principles set forth are

meant to channel and enable – rather than inhibit – creativity. As such, they should always

be implemented with sound judgment based on established design principles with an eye on

elevating message and enhancing consistency across all communications.

The standards outlined within this document are to be followed by every individual

responsible for the design and application of printed and web applications for the Fraxel

brand.

1.2


BaCkGrOund

1.3 History of Reliant and the creation of Fraxel Laser

Technology

About Reliant Technologies

In 2001, a group of prominent laser scientists, leading clinicians, and business executives

came together with a shared vision. They vowed to bring a new intelligence and a fresh

approach to the problems of aging and sun-damaged skin. Their work would lead to

the creation of a new science and clinical approach that would fulfill the promise of laser

medicine.

The Reliant team created a breakthrough in laser delivery by focusing on “true fractional”

laser treatments. In the hands of clinicians worldwide, the proprietary Fraxel technology

platform has changed the treatment paradigm, elevating results and making new, safer

treatment options available to patients around the globe.

With this revolutionary technology and growing product portfolio, the Fraxel® brand is

positioned for growth and prepared to meet the challenges of the future, by becoming

the new market leader in aesthetic laser medicine and surgery.

About Fraxel Laser Technology and the Fraxel Product Line

Think of pixels in a photo when you think of Fraxel® Laser Treatment (FLT). If you look at

a newsprint photo up close, you’ll see that the image is actually comprised of thousands

of tiny spots of ink. Similarly, Fraxel Laser Technology produces thousands of tiny

treatment zones on skin, but just as important are the areas of skin the Fraxel laser leaves

untouched. The Fraxel laser is so precise that it penetrates through the first layer of skin,

as if it were a window, and leaves it completely intact. For every microscopic treatment

zone the laser targets and treats intensively, it leaves the surrounding tissue unaffected

and intact.

This truly “fractional” treatment allows the skin to heal much faster than if the entire

area were treated at once, using the body’s natural healing process to create new,

healthy tissue to replace skin imperfections.

1.3


BaCkGrOund

1.4 Relationship between the Fraxel product

line and Reliant

The Fraxel® product line – including Fraxel re:fine™, Fraxel re:store™, Fraxel re:pair®

and Fraxel Skin Ecology System – comprises one of the family of products under the

Reliant corporate umbrella.

Though a part of the larger corporate entity, the Fraxel brand is distinct in look, feel

and tonality. The relationship to the corporate brand – especially in consumer-facing

messaging – is rarely overt or direct, with the brand instead relying on its own

independent voice to communicate brand benefits.

1.4


BaCkGrOund

1.5 The Fraxel brand mission and corporate

statements

As a basic building block for consistent communications, we have developed key

message statements and phrases to provide a verbal snapshot of what the Fraxel®

brand stands for. Key messages can be applied to boilerplate statements in press

releases or to introduce the company in a brochure or a lecture.

About the Fraxel Systems

The Fraxel® family of products, which includes the Fraxel re:pair®, Fraxel re:store™

and the Fraxel re:fine™ laser systems, has quickly become the industry standard

for fractional aesthetic skin treatment. Unlike traditional laser devices, Fraxel brand

laser systems treat microscopic volumes of skin with each unique pulse, leaving

the surrounding area intact for fast healing. Fraxel lasers have received multiple

FDA clearances and have been found safe and effective in treating many areas of

the face and body. The Fraxel Skin Ecology System is the only uniquely formulated

cosmeceutical line designed to enhance the experience of Fraxel treatment. The

versatility of the product line ensures that patients can choose the best treatment for

various stages of their lives as their skin care needs evolve.

About Reliant Technologies

Reliant Technologies develops clinical solutions to rejuvenate aging and

environmentally damaged skin. Reliant is dedicated to providing the most ergonomic

and effective products to the global aesthetic marketplace. The company pioneered

the development of fractional laser resurfacing that relies on novel high-speed

scanning systems and the Intelligent Optical Tracking® system to produce safe and

effective results with minimal recovery time. Reliant is based in Mountain View, CA.

For more information, visit www.fraxel.com.

1.5


BaCkGrOund

1.6 Fraxel Brand Voice and Verbal Attributes

In all verbal and written communication, the Fraxel® brand voice should sound like

that of an expert – albeit an approachable expert – who explains technology and user

benefits simply, in transparent and easy-to-follow language. The brand vocabulary

should be one of plain speak over technical, clear language as opposed to obtuse, short

words instead of long.

Reliant has defined several key, elemental words that quickly and clearly define the Fraxel

brand and product line – the Fraxel Verbal Brand Attributes. These terms should be

communicated as often and as clearly as possible in the expression of the Fraxel brand

and its applications. Each piece of communication from press releases to collateral pieces

should be checked for alignment and incorporation (but not overuse) of these brand

attributes.

Brand Attributes:

Contemporary

Prestigious

Accessible

Luxury

Aspirational

Credible

Quality

Safe

Innovative

1.6


BaCkGrOund

1.7 Audience groups

Every piece of brand communication should be targeted to specific audience groups to

address their specific needs, questions or concerns. That said, often times consideration

must be given to multiple audiences that will be exposed to any single communications

piece.

Core audiences for the Fraxel product line include:

Consumers and Consumer Influencers

Target Segments

Consumer Media

Physicians and Clinicians

Plastic Surgeons

Dermatology Professionals

Non-Core MDs (OB/Gyns, GP, etc.)

MedSpas

Internal

Employees

Board of Directors

Peer Community

Corporate Partners

Industry Media

Competitors

Recruits

1.7

Brand IdentIty GuIdelInesSECTION 2 - LOGO, STANDARDS

seCtIOn 2 - lOGO, standards2.1 Fraxel Brand Logo and Logotype

The Fraxel® Brand Logo is made up of the Fraxel

logotype and logomark which together serve

as the visual cornerstone of our brand.

The Fraxel logotype is Contemporary,

Accessible, Credible, Quality and Innovative.

The Fraxel logomark is based on the

golden section, a mathematical formula of

proportion used by artists and architects

in the Renaissance that was thought

to be most aesthetically pleasing of all

proportions. The Fraxel logomark marries

the elegance of mathematical logic and

the freedom of organic growth to create

a spiraling abstraction that feels both

natural and precise. It alludes to both the

technology of the Fraxel product line and

the process of growth and regeneration the

brand uniquely enables.

2.1

seCtIOn 2 - lOGO, standards2.2 Approved Fraxel Brand Logo Usage

clear-space matrix

The Fraxel® Brand Logo consists of two graphic

elements - the logotype and logomark – that

are never to be separated. The proportions of

these two elements are also a constant not to

be altered. Only approved logo artwork is to

be used for any brand communications. For

access to approved logo artwork in a variety of

formats, contact [email protected].

Clearance

Always ensure that the proper amount of

clearance space separates the Fraxel Brand

Logo from any other graphic elements. (See

clear-space matrix below.)

Pantone PMS 7421ccmyk 0 100 30 60RGB 120 0 50WEB #660033

Burgundy (Coated)

Minimum Print Size Minimum Online Size

1.00” 72 pixels

x

x

x

x x

Pantone PMS 7421ucmyk 0 100 30 60

Burgundy (Uncoated)

2.2

seCtIOn 2 - lOGO, standards2.3 Approved Fraxel Brand Logo

Color Usage

Color

There are three color options for the Fraxel®

Brand Logo

100% PMS 7421 (preferred)

100% Black

100% White reversed out of a black field.

(See illus. x, color options.)

The Brand Logo can also be embossed.

Application

When applying the Fraxel Brand Logo to

a photographic or patterned background,

place it over areas of even color and detail

to ensure optimal legibility and to maintain

the balance (please refer to page 2.7 of this

document for reference.)

Registration

The registration “®” symbol must always

appear the same color as the logotype.

1-color signature

100% Black signature

Reversed White signature

2.3

seCtIOn 2 - lOGO, standards2.4 Product Line Logo Usage - Consumer

As the Fraxel® family of products continues to

grow, it will become even more important to

maintain a balance between product family

branding – the Fraxel brand name – and the

individual product identity for each products

and service. Product distinction must coexist

within an overarching brand framework. Only

approved artwork can be used.

Fraxel Consumer Product Lines include:

Fraxel re:pairtreatment™

Fraxel re:storetreatment™

Fraxel re:finetreatment™

Fraxel Skin Ecology System

Approved Fraxel Product Line Logo

Applications

The Fraxel Product Line logos follow

the same design principles as the Fraxel

umbrella brand.

Minimum Print Size Minimum Online Size

x

x

x

x x

1.00” 72 pixels1.00”

x

x

x

x x

x

x

x

x x

1.00”

2.4

seCtIOn 2 - lOGO, standards2.4.1 Product Line Logo Usage - Consumer

Color

The Fraxel® Product Line Logos are made up of

the Product Line Key Color Palette (page 4.2),

PMS 7421 and 100% and 60% Black. In order

to maintain consistency, the preferred use of

the Fraxel Brand Logo is the 4-color version on

a white background.

When printing, it is preferred that PMS 7421

be reproduced as a spot color. If the budget

dictates, Product Line Logos can be printed in

one-color black (with the word “treatment”

printing in 60% black), or reversed to 100%

white (with the words “re” and “pair” in

60% black). Product Line Logos may also be

embossed.

Application

When applying the Fraxel Product Logos to

a photographic or patterned background,

place it over areas of even color and detail

to ensure optimal legibility and to maintain

the balance (please refer to page 2.7 of this

document for reference.)

Registration

The registration “®” symbol will always


2-color signature

4-color signature

Corporate Base Color Palette

Product Line Key Color Palette

100% Black and 60% Black signature

Reversed White and 60% Black signature

PMS 7421cCMYK 0 100 30 60RGB 120 0 50WEB #660033

Burgundy

re:pair re:store re:fine

CMYK 0 0 0 100 RGB 0 0 0WEB #000000

Black

CMYK 0 0 0 60RGB 153 153 153WEB #999999

60% Blk

2.4.1

PMS 471

CMYK 00 59 100 18

RGB 206 112 25

WEB #CE7019

PMS 5275

CMYK 60 47 00 30

RGB 85 98 147

WEB #556293

PMS 5773

CMYK 35 09 63 14

RGB 152 173 112

WEB #98AD70

seCtIOn 2 - lOGO, standards2.5 Product Line Logo Color Usage - B2B

Business To Business

Use B2B logo configurations when targeting

messaging to businesses audience groups,

i.e., Physicians and Clinicians. Product line

descriptors underneath the Fraxel Logo have

been designed to relay only the product name.

The treatment of the text and the color palette

remain the same and the overall appearance

takes on very direct feel.

Application

When applying the Fraxel® Product

Logos on a photographic or patterned

background, place it over areas of even

color and detail to ensure optimal legibility

and to maintain the balance (please refer to

page 2.7 of this document for reference.)

Registration

The registration “®” symbol will always


2.5

seCtIOn 2 - lOGO, standards2.6 Logo do’s and don’ts

Do’s

The Fraxel® Brand Logo and the Fraxel Product

Line Logos have been designed for use in

a wide variety of mediums and for various

collateral applications.

If the background is light in color, the signature

should be used as recommended in two

colors. Whenever the signature appears on a

dark background, the signature should be

reproduced in white and 60% black Shown

on page 2.5.

Acceptable color usage: Reversed white on PMS 7421 color background.

Acceptable color usage: Reversed white on an environmental background.

Acceptable color usage: 2 color product line logo on PMS 8001 or warm grey 4 color background.

Acceptable color usage: 2 color product line logo on PMS 7401 color background.

Acceptable color usage: 2 color product line logo on white and image color background.

Acceptable color usage: 4 color product line logo on white and image color background.

2.6

seCtIOn 2 - lOGO, standards2.7 Logo do’s and don’ts

Dont’s

As visual illustration of the high-level Fraxel®

Brand and Product Logo guidelines, below are

a few examples of common misuses.

Do not use the Fraxel logomark as a graphic element or pattern.

The logotype and logomark must not be separated.

Do not use the Fraxel Brand Logomark as a

outline element.

Do not change the color on the Fraxel

Brand Logomark.

Do not reposition the Fraxel Brand

Logomark.

Do not position the Fraxel Brand Logo angled

and/or place on separate color background.

Do not change the color on Fraxel

product line logomark.

Do not change the placement on Fraxel

product line logo.

Do not change dot placement on Fraxel

product line logomark.

Do not reposition the Fraxel product

line logo.

Do not use different font on the

product line logo.

Do not change color on the

Fraxel product line logo.

treatment

2.7

Brand IdentIty GuIdelInesSECTION 3 - TYPOGRAPHY

seCtIOn 3 - tyPOGraPhy3.1 Typography / Font Family

The core type font for the Fraxel® brand is

Frutiger. Different weights and variations within

the Frutiger font family are designated by the

use of numbers rather than names to eliminate

naming confusion. The font may be used in any

Frutiger font weights, with the exception of the

Ultra 95 font set.

Frutiger’s simple and legible character

parallel and support many of the Fraxel®

Brand Verbal Attributes: Contemporary,

Accessible, Credible, Quality and Innovative.

Frutiger 45 Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890., ;:?!@&*() [] { }_

Frutiger 46 Light Italic



1234567890., ;:?!@&*( ) [] { }_

Frutiger 55 Roman

aBCdeFGhIJklMnOPQrstuvwXyZ


1234567890., ; :?!@&*()[] { }_

Frutiger 56 Italic



1234567890., ;:?!@&*()[]{ }_

Frutiger 65 Bold



1234567890., ; :?!@&*() [] { }_

Frutiger 66 Bold Italic



1234567890., ; :?!@&*()[]{ }_

Frutiger 75 Black



1234567890., ; :?!@&*()[]{}_

Frutiger 76 Black Italic



1234567890., ; :?!@&*()[]{}_

Frutiger 47 Light Roman Condensed



1234567890., ; :?!@&*() [] { } _

Frutiger 57 Condensed



1234567890., ; :?!@&*( ) [ ] { }_

Frutiger 67 Bold Condensed



1234567890., ; :?!@&*() [] { }_

Frutiger 77 Black Condensed



1234567890., ; :?!@&*() [ ] { }_

Frutiger 87 Extra Black Condensed

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890., ; :?!@&*() [ ]{}_

3.1

seCtIOn 3 - tyPOGraPhy3.2 Typography Usage

Below are a few guideline examples of the

Frutiger font family, weight, size and leading for

common usages.

lIFe ChanGes yOur skIn.FRAXEL® TREATMENT REVIVES IT.turn back the clock with Fraxel re:store treatment.

Regain your youthful appearance with the revolutionary new Fraxel treatment.

Imagine going back to a time before you worshipped the sun, before

teenage hormones made your skin break out, before your little one

was even a glimmer on the horizon. Imagine waking up and not only

feeling ten years younger, but also looking it.

Fraxel treatment is a safe, noninvasive way to reveal healthy, luminous

skin, with minimal downtime. Fraxel treatments reduce the appearance of

the fine lines, sun spots and those dreaded wrinkles from around your

eyes. When life changes your skin, call us today to learn how Fraxel

treatment can help your restore it.

Font call-outs to be added in mechanical process.

INTRODUCTORY OFFER

save up to $XXX on yourFraxel treatment series.

For Information, please contact:Dr. Sample, M.D.,F.A.C.S.XXXX Street Name, Ste. XXXCity, State XXXXXCall XYZ office to scheduleyour appointment.

(456) 123-4567www.webaddress.com

PM 10-D4432-L504 Date 1 02008 Reliant Technologies, Inc Fraxel, the Fraxel logo, Fraxel re:store and the Fraxel re:store statement are trademarks or registered trademarks of Reliant Technologies, Inc.

3.2

seCtIOn 3 - tyPOGraPhy3.3 Product Line references within

text - Consumer and B2B

Product Line references are to be used in

heading or body text as shown below. All

instances of the following brand references in

copy, such as Fraxel re:pair, Fraxel re:store or

Fraxel re:fine, should be italicized and treated

as shown. Fraxel trademarked lines and Fraxel®

products other than the examples above

should be initial caps and non-italic.

Other Reliant trades treatment(HEADING OR TEXT)

Fraxel® family of productsResults You Can See and Feel.®

Fraxel® family of productsresults you Can see and Feel®

Superscript

Consumer

Product line text

B2B

Product line text

Results You Can See and Feel.Fraxel re:pair® treatment is a revolutionary new way to correct aged and damaged skin - without the prolonged downtime or adverse reactions of other resurfacing procedures.

Defining a new standard for aesthetic laser skin treatment.

The pioneers of fractional resurfacing bring you the Fraxel re:fine™ laser as an additional choice for the skin rejuvenation.

Italicized 100% Black

Roman 100% BlackSuperscript 100% Black

B2B Stand alone

product line text

ConsumerStand alone

product line text Fraxel re:pairtreatment™

Fraxel re:pair® laser

Italicized Fraxel 100% PMS 7421

Italicized 100% PMS 7421

Italicized 100%PMS 7421 Italicized 100% PMS 7421


Italicized 100% Product Call

Italicized 100% Product Color

Superscript 100% PMS 7421



3.3

Brand IdentIty GuIdelInesSECTION 4 – COLOR PALETTE AND PHOTOGRAPHY

seCtIOn 4 – COlOr Palette &

PhOtOGraPhy4.1 Fraxel Brand Corporate Base

Color Palette

The Fraxel Brand Corporate Base Color Palette

is to be used whenever general Fraxel brand

communication materials are being developed.

Color guidelines relating to general Fraxel Logo

and type treatments can be found in section

two of this document, Later, in section five this

color palette’s use is demonstrated in general

Fraxel advertising and collateral applications.

Please notice how this base color palette is

used to differentiate the general Fraxel brand

image from the Fraxel product line. Find the

Product Line Key Color Palette on the following

page. White is the dominant background color

and should be used in most cases. The accent

colors should be used as backgrounds only

when they are needed to provide variety, or to

differentiate sections. Accent colors are used to

emphasize and highlight information and also

used for backgrounds.

PMS 7421, burgundy, is the driver of our brand

colors. When combined with our metallic silver,

PMS 8001, PMS Warm Gray 4, along with an

application of white, the Fraxel brand really

comes to life.

ACCENTPMs 7401

CMyk 0 4 18 0

rGB 255 255 204

weB #ffffcc

PREFERRED BACKGROUND whIte

PMs warM Gray 4

CMyk 0 4 9 24

rGB 202 194 184

weB #bdb6b1

BlaCk

FRAXEL BRAND CORPORATEBASE COLOR PALETTE

PMs 8001 (Metallic silver)

CMyk 51 43 45 8

rGB 110 109 106

weB #6e6d6a

PMs 7421

CMyk 0 100 30 60

rGB 120 0 50

weB #660033

4.1


PhOtOGraPhy4.2 Fraxel Product Line Key Color Palette

Fraxel re:finetreatment™

Fraxel re:storetreatment™

Fraxel re:pairtreatment™


Each product in the Fraxel® Laser Treatment

line is represented by a color in the Fraxel

Product Line Key Color Palette. Colors from

the Primary Color Palette have also been

included in the Fraxel Product Line Key Color

Palette ensuring a close association with the

overall brand image. Examples of Product Line

color usage can be located on pages 2.4 - 2.6,

also 5.4 and 5.4.1. When a Fraxel Product is

highlighted in text, the burgundy, PMS 7421,

is the anchor color and the associated Product

Line color is used as shown below.

BlaCk

CMyk 0 0 0 100

rGB 153 153 153

weB #999999

PMs 7401

CMyk 0 4 18 0

rGB 255 255 204

weB #ffffcc

PMs warM Gray 4

CMyk 0 4 9 24

rGB 202 194 184

weB #bdb6b1

FRAXEL PRODUCTLINE KEY COLOR PALETTE

FRAXEL CORPORATE BASE COLOR PALETTE

BACKGROUND

FRAXEL re:fine™ FRAXEL re:store™ FRAXEL re:pair® FRAXEL Skin Ecology System

FRAXEL PRODUCT LINE TYPE COLOR EXAMPLE

PMs 7421

CMyk 0 100 30 60

rGB 120 0 50

weB #660033

Fraxel re:fine™

PMs 471

CMyk 00 59 100 18

rGB 206 112 25

weB #Ce7019

Fraxel re:pair®

PMs 5275

CMyk 60 47 00 30

rGB 85 98 147

weB #556293

Fraxel re:store™

PMs 5773

CMyk 35 09 63 14

rGB 152 173 112

weB #98ad70

Fraxel

Skin Ecology System

PMs 7407

CMyk 19 25 100 0

rGB XXX X XX

weB #XXXXXX

Fraxel re:fine Orange:

Signifying transition and a youthful, glowing vibrancy, this warm hue conjures the movement into something new, the sunrise that comes between darkness and daylight and the opportunity of a refreshing rejuvenation that Fraxel re:fine product provides.

Fraxel re:store Green:

This soft green is abundant in nature and signifies health, renewal and the subtle, natural regrowth that the Fraxel re:store product promotes.

Fraxel re:pair Blue:

This deep rich blue embodies the intelligence and confidence that comes with experience as well as the subtle restorative power of the Fraxel re:pair product to cool the aging process and a return the fresh vibrancy of youth.

Fraxel Skin Ecology System Gold:

Denoting prestige, luxury and grandeur, this rich color is the embodiment of the Fraxel Brand Attributes and the ability of the Fraxel Skin Ecology System to bring skin to its full wealth and potential.

4.2


PhOtOGraPhy4.3 Faces

Photographic imagery should enhance and

support the essence of the Fraxel® Brand

Verbal Attributes through our brand voice –

contemporary, prestigious, accessible luxury,

credible, quality and innovative – all while

complementing the clear and sophisticated

look of our brand.

When it comes to photography use, often times

the medium drives usage parameters. These

are not hard-and-fast rules. Whenever possible,

color imagery is preferred for use with all

advertisements and marketing materials.

Posing

The consumer portrait photography used

with the Fraxel brand should be realistic,

casually-posed shots that show full facial

features. Subjects should appear in naturally lit

environments, facing or looking at the camera

(or at least squared to camera with visual focus

elsewhere). Typically, Fraxel consumer portraits

are silhouetted from their original background

and instead inhabit a white or abstract

background.

Tone

Attitudinally, Fraxel portrait faces typically

include:

• A look of subtle confidence or conspiratorial

spirit

• An aspirational attractiveness, but not

“supermodel”

• A real-life, real-world look and setting

• Easily clipped/silhouetted background

Composition

Portrait photos should be cropped tightly

around the face, with no discernible

background showing. Portraits with stylized

“technique” elements such as blurring or forced

perspective should be avoided.

CORRECT

INCORRECT

Do not use photographs with busy backgrounds.

Do not use photographs that look mediocre—through subject matter, style or when cropped.

Do not use photographs with artificial lighting or showing heavily made-up models.

4.3


PhOtOGraPhy4.4 Abstracts – Horizontal Examples

Abstracts

Abstract environment photography consists of

out-of-focus photographs of real environments.

These images create a narrative about the

world we live in, which includes different

environmental factors that affect our skin. The

images should not be overtly representational,

since they are intended to communicate

an impression rather than convey specific

information.

CORRECT

4.4


PhOtOGraPhy4.5 Abstracts –Vertical Examples

The out-of-focus effect is created in-camera,

and whenever possible, images should not be

blurred digitally. Use of abstracts should be

restricted to full-bleed backgrounds or at a

minimum, bleeding off at least two edges of

the page or panel.

CORRECT

4.5

Brand IdentIty GuIdelInesSECTION 5 – DESIGN SYSTEM

seCtIOn 5 – desIGn systeM5.1 Design Grid

The Fraxel® grid is a precisely constructed

system of underlying divisions that indicate

where you place type, images and other

elements on the page. The grid provides

the framework for your designs and ensures

brand consistency among multiple collateral

documents. The Fraxel brand uses a 10-column

grid that provides flexibility when creating a

variety of collateral materials.

Sometimes it’s polite to stare.Rejuvenate your skin. Results so dramatic you’ll love looking in the mirror.

Turn back the clock with Fraxel re:pair™ treatment. Imagine looking into the mirror and appearing as energetic, youthful and confident as you feel.

With Fraxel re:pair™ treatment, dramatic results are just a single treatment away. This revolutionary new procedure delivers smoother, tighter skin … reduced wrinkles and improved tone and texture. All without surgery or prolonged downtime. Call us today to schedule your appointment.

LIFE CHANGES YOUR SKIN. FRAXEL® TREATMENT REPAIRS IT.

INTRODUCTORY OFFERSave up to $XXX on your Fraxel Treatment Series

For information, please contact:

Dr. Sample, M.D., F.A.C.S.

xxxx Street Name, Ste. xxxCity, State xxxxxCall XYZ Office to schedule your appointment


PN 10-04380-LS01 Rev 1 ©2008 Reliant Technologies, Inc. Fraxel , the Fraxel logo, Fraxel re:pair and the Fraxel re:pairtreatment are trademarks or registered trademarks of Reliant Technologies, Inc. Other names and brands may be claimed as the property of others. 00487 (01/08)

Newspaper_repair_Mat_FullPage_Fin.indd 1 2/5/08 1:35:39 PM

Ten vertical columns and seven horizontal rows divide the space of each page. A space of 0p9 should be used

between each grid unit.

Fraxel Brand Treatment logo on right top corner location

Images should always align within the grid

Preferred logo placement on grid.8” bottom x height of logotype2.2” left align logotype

Plan for empty space.

Text or images can span one-column or occupy multiple columns Allow space for side bar, it can occupy

multiple columns

5.1

.8”

2.2”

seCtIOn 5 – desIGn systeM5.2 Collateral and Advertising - Consumer

Faces of Fraxel

The following pages contain examples

of advertising and collateral material,

highlighting the final design details, such

as the key color palette for Fraxel products,

body text and logo placement.

When the Fraxel® Brand Identity guidelines and

graphic elements come together, they result in

powerful, consistent marketing material which

reinforce the Fraxel brand attributes and project

a high-quality corporate image. Each individual

piece of Fraxel brand communication relates

to the larger Fraxel brand story and form a

strong structure of corporate communication.

The following pages demonstrate the pieces

coming together and the strength and

consistency of the total system.

Faces of Fraxel

Our Faces of Fraxel advertising campaign

highlights the confident fresh faces and healthy

luminous skin of individuals who represent post

Fraxel treatment.







skin, with minimal downtime. Fraxel reduces the appearance of fine

lines, sun spots and those dreaded wrinkles from around your eyes.

When life changes your skin, call us today to learn how Fraxel treat-

ment can help your restore it.

LIFE CHANGES YOUR SKIN. FRAXEL® TREATMENT RESTORES IT. Turn back the clock with Fraxel re:store treatment.






PN 10-04433-LS04 Rev 1 ©2008 Reliant Technologies, Inc. Fraxel , the Fraxel logo, Fraxel re:store and the Fraxel re:storetreatment are trademarks or registered trademarks of Reliant Technologies, Inc. Other names and brands may be claimed as the property of others. 00534 (02/08)

10-04433-LS04_R1Fin_0534_restore_Latino_FullPage_grey.indd 1 2/7/08 2:17:29 PM


















10-04432-LS04R1Fin_00534_restore_Blonde_FullPage_grey.indd 1 2/7/08 2:10:02 PM

Main heading-Frutiger 55 Roman and 65 Bold 14/15pt all caps. Color-100 blk

First level Sub-heading-Frutiger 55 Roman 8/11pt U/L case. Color-100 blk

Second level Sub-heading-Frutiger 65 Bold 10/11pt U/L case. Color-100 blk

Body text-Frutiger 45 Light 8/12pt U/L case. Color-100 blk

Transparency-Normal 45%

Transparency-Normal 35%

Introductory offer heading-Frutiger 65 Bold 10pt all caps Color-0c, 100m, 30y, 60k

Introductory offer text-Frutiger 55 Roman12/12pt U/L case Color-0c, 100m, 30y, 60k

Doctor Information text- Frutiger 55 Roman and 65 Bold 11/14pt U/L case. Color-0c, 100m, 30y, 60k

Side bar color- 21c, 20m, 25y, 0k

Legal text- Frutiger 45 Light 6/6pt U/L case. Color-100Blk

When selecting an image, show real people, simple background, eye contact, portraits with a clear focal point is more engaging

0.13” rounded corner with 0.25” away from trim

Fraxel Brand Treatment logo on right top corner location

Use PMS7401 cmyk mix


















10-04433-LS04_R1Fin_0534_restore_Latino_FullPage_grey.indd 1 2/7/08 2:17:29 PM

0.25”

5.2


Fraxel Lifestyles

The Fraxel Lifestyles advertising campaign

highlights individuals and their stories. “Life

in progress” imagery and specific verbal

messaging, directly relating to the person in

the ad give the feeling of someone telling the

story of issues they have had with their skin and

how a specific Fraxel® Laser Treatment product

helped them regain their youthful appearance.

“When I was a teenager, I would go to the beach and lie

out as long as I could to get that golden tan. Since I’ve had

the Fraxel treatment, I don’t have any more brown spots or

wrinkles around my eyes.”

Fraxel re:fine™ treatment provides safe, gentle resurfacing for

women in their 20s and 30s. Prevent or address the first signs

of aging such as fine lines and mild pigment problems—

without downtime.

“NO ONE CAN TELL I’ve spent a lifetime worshipping the sun.”

Regain your youthful appearance with the revolutionary new Fraxel® treatment.






COMPANY

LOGO

PN 10-04416-LS02 Rev 1 ©2008 Reliant Technologies, Inc. Fraxel , the Fraxel logo, Fraxel re:fine and the Fraxel re:finetreatment are trademarks or registered trademarks of Reliant Technologies, Inc. Other names and brands may be claimed as the property of others. 00535 (03/08)

Now available at XYZ Office

10-04416-LS02_R1Fin_00535_Refine_Brun_FullPage.indd 1 3/4/08 2:27:40 PM

Results You Can See and Feel®

Call us today to schedule your Fraxel® treatment consultation.

Career… family… friendship… home. No matter how crazy your schedule, there are some things you always nurture and protect. Shouldn’t your skin be one of them?

Fraxel re:store™ treatment is a non-invasive treatment proven to reverse the signs of aging, wrinkles around the eyes, sun spots and acne scars. It induces collagen production helping your skin return to its original beautiful glow. You’ll get remarkable results with minimal downtime.

So call today to do something great for your skin.

REGAIN YOUR YOUTHFUL APPEARANCEwith the revolutionary new Fraxel re:store™ treatment.



Dr. Sample, M.D., F.A.C.S.xxxx Street Name, Ste. xxxCity, State xxxxx

Call XYZ Office to schedule your appointment


PN 10-04392-LS02 Rev 1 ©2008 Reliant Technologies, Inc. Fraxel, the Fraxel logo, Fraxel re:store and the Fraxel re:storetreatment and Results You Can See and Feel are trademarks or registered trademarks of Reliant Technologies, Inc. in the United States and other countries. 00395 (01/08)

YOUR CELL PHONE ISN’T ALL THAT NEEDS RECHARGING. Take time for you. Rejuvenate your skin.

Magazine_OnTheMove_FullPage_Fin.indd 1 2/5/08 12:28:51 PM

When selecting an image, show real people, eye contact, portraits should always appear natural, not posed and with an over stylish blur should be avoided.

5.3


Product Line Advertising

version 1

Fraxel re:fine™

Fraxel re:pair®Fraxel re:store™


Page 5.4 and 5.4.1 represent different color

treatment options for Fraxel product line

advertising or collateral. The overall look of

each product, Fraxel re:store, Fraxel re:pair,

Fraxel re:fine is consistent. The differences are

found in photo selection, color palette and

copy points which visually and verbally describe

the consumer benefits of each product. The

color difference is subtle, a defined color area,

such as a bar or block and always the color

treatment of the logo. See page 4.2 for the

Fraxel Product Line Key Color Palette. The

following page shows another color option.

lIFe ChanGes yOur skIn.FRAXEL® TREATMENT RESTORES IT.turn back the clock with Fraxel re:store treatment.

Regain your youthful appearancewith the revolutionary new Fraxel treatment.






skin, with minimal downtime. Fraxel reduces the appearance of the

fine lines, sun spots and those dreaded wrinkles from around your



INTRODUCTORY OFFER

(456) 123-4567

For Information, please contact:dr. sample, M.d.,F.a.C.s.XXXX street name, ste. XXXCity, state XXXXXCall XyZ office to scheduleyour appointment.

www.webaddress.com

save up to $XXX on yourFraxel treatment series


INTRODUCTORY OFFER

(456) 123-4567


www.webaddress.com














YOUR CELL PHONE ISN’T ALL THAT NEEDS RECHARGINGTake time for you. Rejuvenate our skin.

INTRODUCTORY OFFER

(456) 123-4567


www.webaddress.com














“NO ONE CAN TELLI’ve spent a lifetime worshipping the sun.”

SkinEcologySystem

INTRODUCTORY OFFER

(456) 123-4567


www.webaddress.com














5.4

seCtIOn 5 – desIGn systeM5..4.1 Collateral and Advertising - Consumer

Product Line Advertising

version 2

Fraxel re:fine™

Fraxel re:pair®Fraxel re:store™

Fraxel SkinEcologySystem












INTRODUCTORY OFFER

(456) 123-4567


www.webaddress.com



INTRODUCTORY OFFER

(456) 123-4567


www.webaddress.com














“NO ONE CAN TELLI’ve spent a lifetime worshipping the sun.”

INTRODUCTORY OFFER

(456) 123-4567


www.webaddress.com














YOUR CELL PHONE ISN’T ALL THAT NEEDS RECHARGINGTake time for you. Rejuvenate our skin.

skin ecology system

INTRODUCTORY OFFER

(456) 123-4567


www.webaddress.com














5.4.1

It could only be one thing ...

F R A X E L S K I N S C I E N C E I S A C O M P L E T E S K I N C A R E S O L U T I O N N O M AT T E R Y O U R S TA G E I N L I F E O R S K I N C A R E G O A L S .

wrinkles and fine lines

acne scars

age and sun spots

< D E TA I L S I N S I D E

“Something’s different about you.”

Fraxel® Skin Science

To find a physician

in your area, visit

fraxel.com/newbeauty or call 888-4FRAXEL.

© 2007 Reliant Technologies, Inc. All rights reserved. Fraxel, Fraxel re:fine, Fraxel re:store,Fraxel re:pair, the Fraxel logo and Results You Can See and Feel are trademarks or registeredtrademarks of Reliant Technologies, Inc. in the United States and other countries. (12/07)

• Fraxel treatment is a safe, noninvasive procedure.

• See results after just one treatment.

• Reduce the appearance of fine lines, sun spots and

those dreaded wrinkles around your eyes.

• Rejuvenate the skin around your neck, chest and

hands, too.

• Ask your physician about Fraxel treatment or visit

www.fraxel.com/newbeauty to learn more. Fraxel treatment turns back the clock. Imagine going back to a time before you wor-

shipped the sun, before teenage hormones made your skin break out, before your lit-

tle one was even a glimmer on the horizon. Imagine waking up and not only feeling

10 years younger, but also looking it. Now imagine your friend asking you why you

look so radiant, and you honestly answer – it’s Fraxel treatment.




acne scars

age and sun spots




®®

To find a physician

in your area, visit








hands, too.







®

Random size Bubbles graphic element with solid color

Bubble graphic element with cropped image

Full page

Frutiger 65 Bold 27/40pt U/L case

Frutiger 55 Roman 7pt All Caps

Frutiger 65 Bold 11/14pt All Caps




acne scars

age and sun spots




®®

To find a physician

in your area, visit








hands, too.







®

PMS8001

Frutiger 55 Roman 14/23pt and 65 Bold 16/23pt U/L case

Frutiger 55 Roman and Bold 13/24pt U/L case


Fraxel Family of Products

Page 5.5 and 5.5.1 represent the front and

back of a Fraxel brand corporate brochure. This

brochure successfully tells the Fraxel Brand

story through creative verbal messaging, key

words and demonstrates how key messages

in text can be highlighted to quickly convey

an idea. This combined with the bubble photo

design creates a dialogue with the consumer.

5.5

seCtIOn 5 – desIGn systeM5.5.1 Collateral and Advertising - Consumer

Fraxel Family of Products

“My husband told me I look as beautiful asthe day he met me.”

“No one canguess my age.”

“The days of my skin flaws are a distant memory.”

“No one can tell I’ve spent a lifetime worshipping the sun.”

F R A X E L S K I N S C I E N C E I S A C O M P L E T E S K I N C A R E S O L U T I O N .To find a physician in your area, visit fraxel.com/newbeauty or call 888-4FRAXEL.


out as long as I could to get that golden tan. Since I’ve

had the Fraxel treatment, I don’t have any more brown

spots or wrinkles around my eyes.”

Fraxel re:fine treatment pro-vides safe, gentle resurfacingfor women in their 20s and30s. Prevent or address thefirst signs of aging such as finelines and mild pigment prob-lems—without downtime.

=

Fraxel re:fine!age 35 |Trisha C., healthcare consultant, Miami, FL

“Between shuttling the kids to and from school and

soccer practice, I have a hectic schedule. So when I asked

my dermatologist what I could do for my acne scars, he

recommended Fraxel re:store treatment. After a few ses-

sions, I was thrilled with the results, and I was able to pick

the kids up right after each treatment.”

Fraxel re:store treatment is great for skin flaws thataren’t due to the agingprocess, such as acne scarsand discoloration caused bypregnancy-related hormonefluctuations (melasma).

=

Fraxel re:store!age 34 |Rose S., super mom, Los Angeles, CA

“I’m always juggling meetings and conference calls, so

I asked my dermatologist about skin-freshening options

that would fit my schedule. She recommended Fraxel

re:store treatment because I can get back to business

immediately after treatment.”

=

When years of sun exposure andthe aging process begin to take their toll, Fraxel re:storetreatment is the gold standardfor treating fine lines around theeyes, wrinkles, age spots andpoor texture.

age 40 |Jamie S., VP in advertising, Livingston, NJ Fraxel re:store!

“A facelift was not an option, because I felt that I really

didn’t want to have surgery. The results have been over-

whelming; all my friends and family have asked what I’ve

done to my face. They knew that I hadn’t been out of

commission for a very long period of time.”

Fraxel re:pair treatment is geared toward women intheir 50s and 60s who arelooking for a significantresurfacing procedure totreat deeper wrinkles andskin laxity.

=

Fraxel re:pair!age 63 |Sarah R., retired, Chicago, IL










Fraxel re:fine™ treatment pro-vides safe, gentle resurfacingfor women in their 20s and30s. Prevent or address thefirst signs of aging such as finelines and mild pigment prob-lems—without downtime.

=





recommended Fraxel re:store™ treatment. After a few ses-



Fraxel re:store™ treatment is great for skin flaws thataren’t due to the agingprocess, such as acne scarsand discoloration caused bypregnancy-related hormonefluctuations (melasma).

=





re:store™ treatment because I can get back to business


=

When years of sun exposure andthe aging process begin to take their toll, Fraxel re:store™

treatment is the gold standardfor treating fine lines around theeyes, wrinkles, age spots andpoor texture.







Fraxel re:pair™ treatment is geared toward women intheir 50s and 60s who arelooking for a significantresurfacing procedure totreat deeper wrinkles andskin laxity.

=


®











=









=







=










=


®

Frutiger font symbol 16/28pt 0.13” rounded corner

Frutiger Roman and Bold 17/21pt U/L caseFrutiger Light 11/16pt U/L case











=









=







=










=


®











=









=







=










=


®

Fraxel brand approved abstract image

Full page

Frutiger 55 Roman 12/16pt and 65 Bold 14/16pt U/L case

5.5.1

This composite of micro-lesions produced at various pulse energies shows a near-linear increase in ablation and lesion depths as a function of increasing pulse energy, as well as consistency of the coagulation zone. Skin specimens (on right) were paraffin embedded and stained with H&E.

saFe and eFFeCtIve

During treatment, the Fraxel re:pair laser’s microscopic

spot delivery creates small columns of skin that are

ablated up to a depth of 1.6 mm. Up to 6 grams of

tissue is removed in an average treatment – more

than 85 percent of which is dermal. This precise tissue

targeting and deliberate tissue sparing dramatically

reduce healing time and post-operative wound care.

Fast and unIFOrM treatMent

The Fraxel re:pair laser uses a patent pending Advance

Delivery System that enables you to treat 4 times faster

and in more uniform manner than any other fractional

ablative resurfacing device on the market.

draMatIC results

After treatment, 90 percent of subjects treated for

photodamage and laxity experienced moderate to

significant improvement in the indices of photoaging.

In addition, no cases of delayed onset hypopigmentation

have been seen with up to 24 months of follow up.

A significant reduction in the duration and severity of

post-treatment downtime was observed with respect

to conventional CO2 laser treatments, even for treatment

of delicate tissue areas on and off the face. Epidermal

re-epithelialization occurs in as little as 48 hours and

regular activity can resume in as few as 5 days.

0.0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

0.9

1.0

mm

“In my 20 years of using lasers, I have not seen an ablative technology safely capable of targeting all of the elements of severe photodamage on and off the face, including the delicate neck and chest regions. It is now possible with the Fraxel re:pair system.”

a. Jay Burns, Md

“The results we are achieving with the Fraxel re:pair system are remarkable by any standard, approaching those of a facelift, with very few complications and limited downtime.”

ChrIs ZaChary, Md

FMDA™ FDDA™

Increased Pulse Energy

Tissue Shrinkage

Fraxel re:store™ LASERBRINGING ADVANCED INTELLIGENCE TO THE SKIN

The Fraxel re:store™ laser comes from the vision of Reliant Technologies, an industry-leading team of prominent laser scientists, clinicians and biomedical engineers. The Fraxel re:store™

laser combines proprietary advancements in optical technology with medical software offering physicians a treatment option that penetrates up to 1.4 mm, delivering consistent dosage control and optimizing lesion depths with variable spot size determined by indication. This leap in technology provides patients a best-in-class, safe and effective, noninvasive treatment option for skin conditions ranging from mild sun damage to severe acne scarring.

sCannInG:

• Patented control system assures a uniform treatment

• By utilizing a microscopic single beam delivery system, the Fraxel lasers are able to offer precise laser treatment

• The Fraxel re:store™ laser’s Intelligent Optical Tracking® System (IOTS) adjusts for hand speed, features software that determines ideal spot density

• The result is a fast, safe, controlled and predictable treatment

OPtIMIZed sPOt sIZe

• The Fraxel re:store™ laser features a patent-pending automatic telescopic spot size adjustment system that optimizes the variable and micro spot size for each energy setting

• This results in less heat being unnecessarily spread to the surrounding tissue, minimizing patient discomfort, yet able to penetrate to 1.4 mm

Features:

• Advanced Fractional Scanning Technology

• Variable spot size specific to treatment, including depth

• Precise dosimetry for patient comfort and targeted indications

• Enhanced speed of laser treatment delivery

• FDA-cleared and CE-marked for noninvasive treatment for skin

conditions ranging from mild sun damage to severe acne scarring

• Higher energy levels

Fraxel re:pair™ LASERRELIANT TECHNOLOGIES, INC.

Defining a new standard for aesthetic laser skin treatment

FRAXEL® LASER Practice Builder

Professional. Effective. Customized.Market your practice. Build your Fraxel® laser business

WELCOMETO THE FRAXEL® LASER PRACTICE BUILDER

FRAXEL® LASER Practice Builder

CONSIDER YOUR MEDIA, ACTIVATE YOUR MESSAGE

Fraxel® Laser Practice Builder materials are designed to be fl exible to fi t

a variety of media, so you can tailor your marketing approach to the

business needs of your practice.

DIRECT MARKETING

Great as a patient reminder, cross-selling tool or as

outreach to potential patients. Premium feel, direct

message and lasting in-home impact.

NEWSPAPER ADVERTISING

Perfect for reaching a new potential patient audience

with immediate, appointment-driving promotions or

specials. Quick to implement and time-sensitive for

quick, measurable results.

LOCAL AND REGIONAL MAGAZINE ADVERTISING

Deliver the Fraxel® laser message in a lifestyle context

that reaches patients when they are truly focused on

themselves and immersed in their favorite read. Rich,

full-color imagery in just the right media environment.

WEB ADVERTISING

Strategic placement on local and regional search and

directory sites ensures your practice is the go-to answer

patients need when seeking treatment information.

Clickable, direct-to-practice messaging delivering

answers to the questions patients are seeking online.

Available Marketing Materials

PN 10-03894 Rev 2 ©2007 Reliant Technologies, Inc. All rights reserved. Fraxel and the Fraxel dots logo are trademarks or registered trademarks of Reliant Technologies, Inc. in the United States and other countries. 00417 (11/07)

Reliant Technologies, Inc464 Ellis StreetMountain View, CA 94043888-4FRAXEL (437-2935)www.fraxel.com

seCtIOn 5 – desIGn systeM5.6 Collateral and Advertising - B2B

Product Collateral

All Fraxel® brand collateral and advertising

targeted to business audience groups, i.e.,

Physicians and Clinicians, are designed and

written differently from consumer material

to better present Fraxel products to this

audience. Copy points are concise and much

of the text is bulleted or used as call-outs

to scientific illustrations, before and after

photography or testimonials from doctors or

press sources. To help in distinguish products,

each product has been designated a unique

color. The Product Line Key Color Palette can

be found on page 4.2. Product line color usage

is subtle, highlighting a color bar, block or

head or subhead text color. The product line

descriptor is always treated to conform with

the guidelines found on page 2.6.

Fraxel Product Line Key Color Palette is used to define products in the Fraxel line. Color highlights should be subtle using a color bar, color block or rule line.

5.6

Businesses to Business product messaging features short concise, often, bulleted messaging. Scientific illustrations are shown and testimonials from doctors or press sources provide industry credibility,

seCtIOn 5 – desIGn systeM5.6.1 Collateral and Advertising - B2B

Product Collateral

5.6.1

The Fraxel re:store™ Laser – Nothing Compares

Reliant Technologies: Pioneering Fractional Resurfacing

Fraxel® lasers come from the vision of Reliant Technologies, an industry-leading team of prominent laser scientists, clinicians and biomedical engineers. Originally this team sought to:

with minimal downtime.

lesions through intelligent scanning and dosage control.

Their effort culminated in the release of the Fraxel laser in 2004, which defi ned a new standard for aesthetic laser treatment.

reproducible clinical results for multiple indications.

Reliant Technologies at a Glance

physicians and on-staff RNs

the industry

States with worldwide distribution

resurfacing treatments

® laser brand is a registered

two

F r a x e l r e : s t o r e ™ L A S E R

Fraxel re:store™ LASER

In developing the Fraxel Skin Ecology System, Reliant Technologies had a clear-cut advantage. We tapped the experience gained from over 350,000 Fraxel laser procedures conducted by more than 3,500 physicians worldwide. Above all, we learned that the products need to:

Moisturize, soothe and protect the skin throughout the treatment cycle

Be safe and simple to use

Use natural ingredients and avoid potentially sensitizing fragrances

Comprise a comprehensive regimen that begins the moment treatment ends

Our physicians wanted a system they could turn to with confi dence, one developed and tested by leading dermatologists with Fraxel laser experience. In short, an effective and unique skincare program to complement Fraxel Laser Treatment. All Fraxel Skin Ecology products are dermatologist tested, hypoallergenic, soap free and fragrance free.

The HFA Complex™

As a fundamentally sound skin care system, the Fraxel Skin Ecology System includes effi cacious natural ingredients and avoids unnecessary chemicals and superfl uous ingredients. The HFA Complex is contained in all products, excluding the masks and includes:

Hyaluronic Acid (HA): A connective tissue derivative that hydrates the skin through its water retention properties

Flavonoids: Natural plant ingredients that neutralize damaging free radicals. For example, Elderberry contains high levels of anthocyanidins (cyanidins) and fl avonols (quercetin)

Ascorbic Acid: Vitamin C protects cells from oxidative damage

A Skincare System as Unique as the Fraxel Laser

“It’s not just ingredients that are important; it’s how they are delivered to the skin. To hold together the oil and water phases of emulsions, most topical preparations utilize potentially irritating ingredients.

Non-irritating Delivery System: The HFA Complex products utilize a proprietary delivery system combining sorbitol, polar molecules and essential fatty acids (EFA). The resulting formulations deliver antioxidants to the surface of the skin while minimizing the potential for irritation.

Deep Hydration and Green Tea Infusion Masks: Specially designed to complement Fraxel laser treatment, these full-face masks are made of medical grade open cell foam coupled with a polyurethane hydrogel. They provide evaporative cooling and deep hydration post-treatment as well as deliver antioxidants to the skin for maintenance between treatments.

THE ONLY SKINCARE SYSTEM SPECIFICALLY DEVELOPED FOR FRAXEL® LASER TREATMENT

EFA

EFA

EFA

EFA

EFA

SORBITOLHA ASCORBIC

ACID

POLAR ACTIVEZONE

FLAVONOIDS

The Deep Hydration Mask is designed to fi t a range of facial sizes and shapes.

In-offi ce use of the Fraxel Skin Ecology System provides a seamless transition to an effective, structured skincare regimen. The system not only takes the guesswork out of post-treatment care, it also elevates the level of ongoing compliance. It does this throughout the treatment cycle: before, during and after Fraxel laser treatments.

From the patients’ perspective, since a skincare regimen is important and valuable, they expect their clinician not just to recommend it, but to use it in conjunction with their treatment. Using the specially created In-Offi ce Products immediately after treatment allows each patient to experience, fi rst-hand, the benefi ts of the Fraxel Skin Ecology System.

THE CONTINUUM OF CARE BEGINS WHEN THE PROCEDURE ENDS

IN-OFFICE POST-TREATMENT PROTOCOL:

Immediately after treatment and removal of any residual topically-applied ointment, proceed as follows:

1. Instruct the patient to cleanse skin with the Fraxel foaming cleanser and water.

2. Apply the 2 mL unidose of Antioxidant Infusion Serum to the patient’s face.

3. Position the Deep Hydration Mask on the patient’s face after peeling off the protective plastic. Place the moist side against the face. The mask should remain in place for 15 minutes. An ice pack can be applied over the mask for additional cooling.

4. After removing the mask, apply a thin layer of Fraxel Daily Moisturizer (2 mL packet) to the skin.

5. Recommend the Fraxel Skin Ecology System kit and the Hydrating Night Cream for in-offi ce sales to the patient. (See next page.)

6. Advise patient to follow package insert instructions.

F R A X E L S K I N E C O L O G Y S Y S T E M

green tea infusion maskmaintenance

CONTENTS: 1 mask


deep hydration maskpost treatment

CONTENTS: 1 mask


FRAXEL SKIN ECOLOGY SYSTEMPatient Regimen

The Fraxel Skin Ecology System provides patients with comforting reassurance that they are using the optimal products following their procedures. The structured patient regimen provides post-treatment care in between Fraxel laser treatments and for maintenance thereafter.

Foaming Cleanser: This HFA Complex soap free cleanser should be used as

necessary.

Antioxidant Infusion Serum: For use with the

Deep Hydration Mask and separately twice a day for maintenance.

Daily Moisturizer with SPF 30: Apply following mask applications and as general skin protection prior to sun exposure.

Deep Hydration Mask (3): Apply along with Antioxidant Infusion Serum for 15 minutes morning and evening over the fi rst 48 hours post treatment. (Also sold as a separate box of three)

Green Tea Infusion Mask (2): Apply 1-2 times a week between Fraxel laser treatments, or more

frequently for maintenance. (Also sold as a separate box of three)

The Fraxel Skin Ecology System is conveniently packaged in an attractive, easy to store kit for dispensing to patients.

CONTENTS: 1 mask

F R A X E L

Foaming Cleanser:

CONTENTS: 1 mask

Antioxidant Infusion Hydrating Night Cream: To be applied nightly

after using Fraxel Foaming Cleanser and Antioxidant

Infusion Serum. *Not provided in Fraxel Skin Ecology

System kit.”

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FRAXEL SKIN ECOLOGY SYSTEM®

INDIVIDUAL PRODUCTS

THE FRAXEL SKIN ECOLOGY SOLUTION The benefi ts of Fraxel laser treatment do not have to end when patients leave your offi ce. Now physicians can offer their patients a complete solution to extend the positive effects of Fraxel laser treatment through a line of unique skin care products developed exclusively for Fraxel physicians. This custom-formulated line of skin care products complements light-based treatments and allows patients to continue the positive rejuvenation of their skin between treatments.

Reliant Techologies, Inc464 Ellis StreetMountain View, CA 94043888-4FRAXEL (437-2935)

PN 10-03599 Rev 5 ©2007-2008 Reliant Technologies, Inc. All rights reserved. Fraxel, the Fraxel dots logo and HFA Complex are trademarks or registered trademarks of Reliant Technologies, Inc. in the United States and other countries. 00492 (02/08)

IN-OFFICE PRODUCTSHow Supplied

deep hydration maskpost treatment

Deep Hydration Masks Packaged in boxes of ten masks for

professional use (not for resale)

antioxidantserum

HFA complex

Antioxidant Infusion Serum Unidoses (2 mL)

Available in boxes of 50 individual plastic unidose bottles

Foaming Cleanser 3.3 FL OZ (100 mL)

Packaged as individual bottles

SPF Moisturizer Packets (2 mL)Available in boxes of 50 individual packets

deep hydration mask

green tea infusion mask

Deep Hydration Mask (Post Treatment)Hydrogels and foams have long been employed in wound care to moisten and protect healing skin. The Deep Hydration Mask utilizes unique technology to provide evaporative cooling and to hydrate the skin. The outer layer is open cell foam. The hydrogel is in contact with the skin.

Green Tea Infusion Mask (Maintenance)Unlike other infusion products that employ plant extracts, the green tea infusion mask contains natural green tea leaf for sustained release over the duration of application. The green tea leaf is suspended within the hydrogel.

Antioxidant Infusion Serum – 0.5 FL OZ (15 mL)Supplied in a self-contained amber glass dropper. Key ingredients include: Water (Aqua), Sorbeth-2 Hexaoleate, Glycerin, Sclerotium Gum, Lauryl PEG-8 Dimethicone, Tocopheryl Acetate, Retinyl Palmitate, Glyceryl Stearate, PEG-100 Stearate, Dipotassium Glycyrrihizate, Magnesium Ascorbyl Phosphate, Sodium Hyaluronate, Sambucus Nigra (Elderberry) Fruit Extract, Trifolium Pratense (Clover) Flower Extract, Camellia Sinensis (Green Tea) Leaf Extract, Sorbitan Stearate, Citric Acid, Butylene Glycol, Methylparaben, Propylparaben, Phenoxyethanol

Daily Moisturizer with SPF 30 – 2.5 FL OZ (75 mL) ACTIVE INGREDIENTS: Homosalate (10.0%), Octinoxate (7.5%), Oxybenzone (5.0%). INACTIVE INGREDIENTS: Water (Aqua), Glycereth-6 Tricocoate, Sorbeth-2 Hexaoleate, Lauryl PEG-8 Dimethicone, Glyceryl Stearate, PEG-100 Stearate, Tocopheryl Acetate, Retinyl Palmitate, Tetrahexyldecyl Ascorbate, Sodium Hyaluronate, Panthenol, Sambucus Nigra (Elderberry) Fruit Extract, Trifolium Pratense (Clover) Flower Extract, Dipotassium Glycyrrihizate, Butylene Glycol, Acrylates/C10-30 Alkyl Acrylate Crosspolymer, Aminomethyl Propanol, Caprylyl Glycol, Chlorphenesin, Phenoxyethanol

Foaming Cleanser – 3.3 FL OZ (100 mL) The Fraxel Skin Ecology Foaming Cleanser was developed to minimize skin irritation through incredible aesthetics and its soft texture. Key ingredients include: Water (Aqua), Sodium Laurylglucosides Hydroxypropyl Sulfonate, Disodium Cocoamphodipropionate, Glyceryl Monolaurate, Stearyldimoniumhydroxypropyl Lauryl Glucosides Chloride, Cocamidopropyl PG-dimonium Chloride Phosphate, PEG-120 Methyl Glucose Dioleate, Cocamidopropyl Betaine, Sodium Hyaluronate, Trifolium Pratense (Clover) Flower Extract, Camellia Oleifera (Green Tea) Leaf Extract, Sambucus Nigra (Elderberry) Fruit Extract, Tetrahexyldecyl Ascorbate, Tocopheryl Acetate, Polysorbate 20, Disteareth-75 IPDI, Phenoxyethanol, Caprylyl Glycol, Chlorphenesin

Hydrating Night Cream – 1.5 FL OZ (42 g) (Maintenance)This unique formula delivers optimum hydration to the skin. Key ingredients include: Water (Aqua), Olea Europaea (Olive) Fruit Oil, Glycereth-6 Tricocoate, Sorbeth-2 Hexaoleate, Butyrospermum Parkii (Shea Butter), Glycerin, Glyceryl Stearate, PEG-100 Stearate, Polyacrylamide, Lauryl PEG-8 Dimethicone, Panthenol, Tocopheryl Acetate, Retinyl Palmitate, Tetrahexyldecyl Ascorbate, Sodium Hyaluronate, Sambucus Nigra (Elderberry) Fruit Extract, Trifolium Pratense (Clover) Flower Extract, Camellia Sinensis (Green Tea) Leaf Extract, Butylene Glycol, C13-14 Isoparaffi n, Laureth-7, Phenoxyethanol, Caprylyl Glycol, Chlorphenesin

Fraxel Product Line Key Color Palette is used to define products in the Fraxel line. Color highlights should be subtle using a color bar, color block or rule line.

Fraxel approved abstract images can be used as highlights, or as in this case, to define “negative” cover space.

Fraxel Brand Logo

Frutiger 65 Bold 20/24pt all caps

Frutiger 57 Cond 11/16pt U/L case

Bickham Script Pro 31/32pt U/L case

Bickham Script Pro 26pt U/L case

Fraxel approved abstract image

seCtIOn 5 – desIGn systeM5.7 Collateral and Advertising

Invitation 1

This Fraxel Open House Invitation demonstrates

the creative use of approved abstract

photography and how it successfully conveys

the Fraxel Brand Attributes. This simple

communication vehicle presents a look of

glamour along with the innovation and quality

of Fraxel Laser Treatment Products. To add

elegance, we have allowed the use of a script

font. At no other time will another font be

accepted.

5.7

You’ve earned a few wrinkles, but you don’t have to keep them! Sun, pollution, stress and fatigue can damage your skin. Now, through science and technology, you can reverse the damage and bring back the radiant skin of your youth.

We are pleased to announce the arrival of the original and authentic Fraxel® treatment to our practice. Fraxel is the pioneer of the revolutionary laser skin rejuvenation you have been hearing about. If achieving smoother, tighter skin, reduced wrinkles and improved tone and texture – without surgery – interests you, please join us for this exclusive event.

You will have the chance to learn more about the Science of Fraxel, ask questions and meet others just like you who are interested in this safe, non-invasive treatment.

PN 15-04495-LS01 Rev 1 © 2008 Reliant Technologies, Inc. All rights reserved. Fraxel and the Fraxel dots logo are trademarks or registered trademarks of Reliant Technologies, Inc. in the U.S. and in other countries. Other names and brands may be claimed as the property of others. 00568 (05/08)

THE ART OF LIVING WELL. THE SCIENCE OF AGING BEAUTIFULLY.

Thursday, June 12, 20086:00 pm – 8:00 pm

SK Sanctuary6919 La Jolla Boulevard

La Jolla, CA 92037

RSVP to Roxann Rich: 858.459.2400 or [email protected]

Please join us. space is limited, so call today. 858.459.2400

All attendees will receive special discounts on all featured procedures and products.


Invitation 2

This second example of an invitation also uses

the approved invitation script font (see previous

page) and introduces the use of a partner

Brand Logo (usually the host location for the

event). When placing a logo representing

a company other than Fraxel, arrange it on

the page far enough from away from the

Fraxel logo as to not be confused as a Fraxel

product. No more than one partner logo will be

permitted per application.

PostageStamp Here

6919 La Jolla BoulevardLa Jolla, CA 92037

PLEASE JOIN US FOR AN EXCLUSIVE

EVENING OF BEAUTY

SK sanctuary

Bickham Script Pro 31/32pt U/L case(see previous page for usage)

Address area which can include a Partnering organization’s Logo.

Fraxel approved abstract image Fraxel approved Evening of Beauty photo

5.8


Fraxel.com

Online, the Fraxel brand image takes on a

compelling look and feel while remaining

consistent with the Brand Identity Guidelines.

Here, portrait photography is placed on top

of abstract images to present a contemporary,

luxurious, confident appearance. The content

pages remain clean and very accessible, while

the abstract images are, once again, introduced

as containers for important content and

headline text.

5.9

Documents

Fraxel Brand Guide 081208