TRAINER’S GUIDE | BLANC EXPERT DERM-CRYSTAL TM At the origins of the Lancôme 2012 Blanc Expert strategy, a need from the market: the crave for a skin which

TRAINER’S GUIDE | BLANC EXPERT DERM-CRYSTALTM

At the origins of the Lancôme 2012 Blanc Expert strategy, a need from the market: the crave for a skin which is not only spotless, but also bright and transparent.In a study conducted all over asia, women have classified their concerns. Regarding whitening, the first concern quoted was the presence of spots and the second was skin’s dullness, lack of translucency.

Our Laboratories have worked on finding out the reasons why some skins are more transparent, more capable to reflect light than some others.What creates such a difference is mainly because of the quality of a deep layer of the skin: the dermis.

What happens when outside light arrives on your skin?Explain the Light Path in the skin:Stratum Corneum reflects only 4 to 7% of light that hits it.Epiderm transmits the light and partly absorb it (moostly by melanocytes, which transforms it into melanin grains).Upper dermis (papillary dermis) containing blood network, is acting as a tinted filter, within the light is transmitted and slightly absorb by hemoglobin.Lower dermis (reticular) is similar to a mirror: bundles of collagen and elastin fibers acts like an immaculate surface (imagine a valley covered with snow) on which light is diffused in many directions. 15% of the original ray of light is finally reflected to the surface of skin (almost 3 times more than the light reflected by the stratum corneum!).The more are the fibers transparent, the more your skin is able to reflect light.


The Light Path in the skin:Stratum Corneum reflects only 4 to 7% of light that hits it, due to the surface irregularities.Epiderm transmits the light and partly absorb it (moostly by melanocytes, which transforms it into melanin grains).Upper dermis (papillary dermis) is acting as a tinted filter, within the light is transmitted and slightly absorb by hemoglobinLower dermis (reticular) is similar to a mirror: bundles of collagen and elastin fibers acts like an immaculate surface (imagine a valley covered with snow) on which light is diffused in many directions. 15% of this light is finally reflected to the surface of skin .The more the fibers are transparent, the more your skin is able to reflect light.

The first action is to boost the production of new bright collagen fibers to restore the « mirror properties » of the dermis.Patented Complex DermactylTM based on Sunflower Seed and Soy extracts boosts productionof new collagen fibers and also prevent them form yellowing.Soy extract works to stimulate the fibroblasts to produce bright new collagen fibres, for a radiant skin. Sunflower extract meanwhile helps prevent the glycation-influenced darkening of dermal proteins, notably collagen. This glycation process leads to the progressive yellowing of the complexion of which many Asian women complain.

Action 2: in the epidermis.Actyl-P, a derivates from Vit C is more active, more stable and more bio-available than Vit.C.What does bio available means? It is the amount of ingredient which is available in the skin after applicationIt combines 3 actions on the epidermis: 2 actions on the melanocytes, 1 intra-cellular action.-inhibits the melanin precursors (tyrosinase: enzymatic reaction that leads to production of melanin)-Inhibits melanosom transfert (in the dendrites of the melanocytes).- strong anti-oxidant properties to preserve epidermis ability to defend itself against UV radiations

Your Dermis is the source of your skin’s transparency.Dermis is composed of a network of collagen fibers.Clear and limpid, this network makes this skin strata similar to an opalescent mirror.On the surface, skin is clear, free of darkness.When fibers oxydates (due to age or external agressions like free radicals), the network gets opaque On the surface, skin darkens, gets dull.


Insert here the scientific film (available mid-november)

In 2012, Lancôme reinforce its expertise on skin brightening:With Blanc Expert Derm-Crystal, the new brightness specialist serum.Pack reveal: Present Blanc Expert Derm-Crystal packshot, ask for BAs feedbacks:What does it evokes to you? Light? Clearness?Reveal the sub-definition: « Crystal Brightness Activating Essence »

Reveal the claim: « Awake Light form the depth of your skin ».

Action 3 is to recover a clear skin surface to ease the light path out.Salicylic Acid favorizes skin natural ability to desquamate: it gently exfoliates dead cells on skin’s surface.

Invite to try the watery texture of Blanc Expert and the the words they associate with it.It’s a fluid gel with transparent aqueous texture and fresh feeling when applying, providing a gradual and comfortable penetration. It provides a moist, smooth skin finish, and bring a deep moisturizing feeling.


First consumer tests confirms a warm welcome from the field.

Explain the gesture based on lymph drainage movements.Lymphatic drainage is a gentle massage that helps the lymph nodes drain.Lymph is a liquid produced by the body to drain out blood wastes.Lymphatic network goes all over the body and the face and passes through nodes.Provide a lymphatic drainage help clears the complexion as you push the toxins back to the nodes for their better elimination.Nodes works always by pair.For the face there are 3 main pairs of nodes located:Down the neck behind the collarbones (face’s major nodes)Under the jawlines on the external anglesUnder the cheekbones, near the earsThat’s why we will start by boosting the lymphatic drainage with these gestures before and after the application of Derm-Crystal to ensure an even brighter complexion result.

First consumer tests confirms a warm welcome from the field.


Assert the complementary action with Blanc Expert Spot Eraser MelanolyserTM: the anti-spots specialistDerm-Crystal: the transparency & brightening Expert.

Present the new Blanc expert Geography.

Reveal the advertising with Emma Watson.Focus on the 2 star products: Spot Eraser combined with Derm-Crystal.


We’ll also have to differentiate it from our transversal serum Génifique.Génifique woman is a science adept, a believer that is looking for an action deep into the skin. It’s the same woman that drinks antioxidants and vitamins and that makes her feel better. The Radicality woman is very different : she is a fighter looking for an immediate weapon that will have visible surface results. She wants to reverse time, not to waste it.


Role Play: Discover the selling scenarios.

Documents

TRAINER’S GUIDE | BLANC EXPERT DERM-CRYSTAL TM At the origins of the Lancôme 2012 Blanc Expert strategy, a need from the market: the crave for a skin which