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Lumea Training 2013.

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Presentation on theme: "Lumea Training 2013."— Presentation transcript:

1 Lumea Training 2013

2 Answer the following questions
Activity Quiz Answer the following questions All together 5 minutes

3 Quiz How many hairs are there on average on the human body? 1
Activity Quiz How many hairs are there on average on the human body? 1 1.1 million 2 2.3 million 3 5.0 million On the entire surface of the human body, there are about 5 million hairs; but many of them are difficult to see. 3

4 Quiz From which area do women remove hair most? 1 Eyebrows 2 Underarms
Activity Quiz From which area do women remove hair most? 1 Eyebrows 2 Underarms 3 Lower legs Across countries, almost all women depilate underarms (95%), lower legs (91%) and bikini line (88%). Eyebrows come fourth, with 64%. Synovate, female depilation segmentation study, August 2009 4

5 Quiz What are the three most often used depilation methods worldwide?
Activity Quiz What are the three most often used depilation methods worldwide? 1 Blade shaving, waxing at salon, epilation 2 Blade shaving, electric shaving, tweezing 3 Blade shaving, tweezing, epilation Globally, the most often used hair removal methods are blade shaving (80%), tweezing (59%) and electric epilation (20%). Synovate, female depilation segmentation study, August 2009 5

6 Activity Quiz The skin surface as depilated by women is on average … times the surface as depilated by men. 1 8.6 times 2 6.3 times 3 3.8 times On average, women depilate 9 times more skin surface than men; cm² for women vs. 121 cm² for men. 6

7 Evolution of female depilation methods
Introduction Evolution of female depilation methods New hair removal methods are being offered and existing methods are constantly improved. From surface removal to root removal to hair growth prevention Blade / Ladyshave Short term effect (1-2 days) Gentle Wax / Epilation Mid term effect (2-3 weeks) Limited gentleness Professional IPL / Laser Long term effect (6-12 months) Expensive

8 Hair removal pro’s and con’s
Introduction 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.” Depilating cream “No nicks and cuts, but grows back quickly and messy.” Electric shaver 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.”

9 Market development: at-home
Market Trends Market development: at-home At-home hair removal market is still dominated by cosmetics, yet appliances show the biggest growth. share 3 yr +/- Cosmetics 100% 7.5% Pre-shave 7% 2.3% Razors & blades 45% 9.2% Depilatory creams / bleaches 48% 6.7% share 3 yr +/- Appliances 100% 12.5% Epilators 75% 14.9% Shavers 13% -19.7% Trimmers 4% 13.9% Electrolysis 3% 131.6% Light-based depilation 5% % Euromonitor, Cosmetics & Toiletries, sales value WEU │ GfK, sales vale WE13, 2008

10 Consumer Needs Consumer insights Women still have many unmet needs regarding hair removal… No more dark shadows No more pain No more hair in embarrassing areas No more stubble 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 No more ingrown hair No more stress No more skin irritation No more nicks & cuts

11 Lumea Training 2011 FACTS AND TRENDS PRODUCT BENEFITS SALES TALK
Introduction Market Trends Consumer Needs PRODUCT BENEFITS The Product Technology Explained Product Features SALES TALK Smart Sales Approach Cross Selling Sum it all up

12 Evolution of female depilation methods
The Product Evolution of female depilation methods Finally breakthrough professional technology will be available at home! From surface removal to root removal to hair growth prevention …at home Blade / Ladyshave Short term effect (1-2 days) Gentle Wax / Epilation Mid term effect (2-3 weeks) Limited gentleness Professional IPL / Laser Long term effect (6-12 months) Expensive At home IPL / Laser Long term effect if maintained Convenient Cost effective

13 Philips Lumea Breakthrough innovation by Philips
The Product Philips Lumea Breakthrough innovation by Philips IPL hair removal system for long lasting smoothness

14 Lumea benefits Long lasting smoothness Effortlessly effective
The Product Lumea benefits Long lasting smoothness Philips Lumea offers an effective, long-lasting solution that enables you to enjoy smooth skin every day. Effortlessly effective Our 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 skin Developed in close cooperation with leading dermatologists Maximum freedom, minimum hassle Cordless design for maximum freedom and reach Comes ready to work out of the box and does not require replacement lamps or gels Cost effective Lowest cost per treatment amongst leading IPL devices

15 The Lumea range Lumea Precision Plus Lumea Precision SC2003 SC2002
The Product The Lumea range Lumea Precision Plus SC2003 Recommended retail price: Lumea Precision SC2002 Recommended retail price:

16 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 Areas face body Windows size 2 cm2 3 cm2 4 cm2 Storage Luxury Case / Pouch Luxury Case/ Pouch Retail price

17 Technology Explained How does it work? Light based hair removal with Philips Lumea: IPL technology 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

18 How does it work? Before treatment
Technology Explained How does it work? Before treatment 2 weeks 2 weeks 2 weeks 2-4 weeks The application area needs to be shaven before treatment for: the best efficacy the most gentle treatment a long lifetime of the appliance Treatment 1 Treatment 2 Treatment 3 Treatment 4 Treatment 5 etc. This step can be left out as soon as there’s no visible hair regrowth. Usually this is after 4/5 treatments.

19 How does it work? After treatment
Technology Explained How does it work? After treatment 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

20 Technology Explained The role of melanin Melanin is susceptible to light and essential for an effective light-based treatment. Melanin is responsible for the pigmentation of the hair and skin. More melanin in the hair root = darker hair Conclusion: the darker the hair, the more effective the treatment Darker hair colour More melanin Better light absorption More heat production More ef-fectiveness More melanin in the skin = darker skin Conclusion: the darker the skin, the more perceptible the treatment Darker skin colour More melanin Better light absorption More heat production More perceptible

21 Skin types and body hair colour
Technology Explained Skin types and body hair colour Light-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 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

22 Skin types and body hair colour
Technology Explained Skin types and body hair colour Get to know different consumer skin types according to Fitzpatrick I II III IV V VI Skin very light, light sensitive light, light sensitive medium light beige-olive moderate brown Brownish black and darker Hair red or light blond blond dark blond or light brown dark brown or black black Eyes blue blue, green or hazel any color brown brown or black Tanning never minimally with difficulty moderately and uniformly moderately and easily profusely Sun burn if unprotected < 10 min. < 20 min. < 30 min. < 45 min. < 60 min. < 90 min. Type Celtic Caucasian Mediterranean & Hispanic M-Eastern & Asian African

23 The role of the hair growth cycle
Technology Explained The role of the hair growth cycle There are 3 hair growth phases: 1 Anagen phase (growing phase) = up to 90% of the hair The hair grows actively from the root. In this phase the concentration of melanin is highest. 2 Catagen phase (degradation phase) = 1-2% of the hair The hair growth stops and the root shrinks before the hair sheds. 3 Telogen phase (resting phase) = 10-14% of the hair The 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.

24 Is light-based depilation suitable for everyone?
Technology Explained Is light-based depilation suitable for everyone? Light based hair removal is not suitable: On light blonde, grey or red hair On very dark skin (type VI) On children <14 years old On moles or freckles On tattoos & piercings On nipples For pregnant women During breast feeding

25 Use the Lumea packaging
Activity Quiz Use the Lumea packaging One at a time 10 minutes

26 I need help! Q: Is Philips Lumea suitable for my skin and hair colour?
Activity I need help! BACK SIDE Q: Is Philips Lumea suitable for my skin and hair colour? Q: How often do I need it to use it and for how long? BOTTOM

27 General Description

28 Precision attachment (Lumea Precision)
Product Features Precision attachment (Lumea Precision) 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 Precision attachment For extra protection for face and other sensitive areas Additional reddish light filter *full body treatment including two lower legs, bikini area and underarms

29 Safe-to-use Philips Lumea : safe-to-use in the comfort of your home
Product Features Safe-to-use Philips Lumea : safe-to-use in the comfort of your home Dr. Vic A. Narurkar, consulting dermatologist, USA Dr. P. Berretty, supervising dermatologist, Netherlands Prof. Dr. P. Bjerring, supervising dermatologist, Denmark Philips Lumea has been developed in close cooperation with leading dermatologists to ensure the professional IPL technology is adapted for safe use at home.

30 Product Features Gentle application 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.

31 Supported by Philips’ heritage
Product Features Supported by Philips’ heritage 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

32 Learning about consumers
To be updated with country specific data when appropriate Product Features 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 MetrixLab, first shopper survey Western Europe, March 2011, N=1,280

33 Philips Lumea vs. professional light-based treatments
Product Features Philips Lumea vs. professional light-based treatments Lower 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 $-500$ Lower legs $-850$ Under arms $-350$ Upper legs $-850$ Finally, because of the gentleness of Lumea you do not need to wear goggles or apply protective gel before treatment, as at the professional.  Lumea vs. professional American Society of Plastic Surgeons

34 USE AND LEARN Question How long does it take to treat the underarms, the bikini area and both legs? Answer Depending on skin surface and experience 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

35 Answer the following questions
Activity Quiz Answer the following questions All together 5 minutes

36 Activity Quiz 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 36

37 Quiz What does this warning icon represent? 1
Activity Quiz What does this warning icon represent? 1 Careful, Lumea might leave spots 2 Do not use Lumea on freckles 3 Be sure to wash yourself before a treatment with Lumea 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). 37

38 Activity Quiz Can Philips Lumea be used for a full bikini area depilation including sensitive areas? 1 Yes 2 No Yes, Philips Lumea is safe and gentle enough to treat the complete bikini area - for example a ‘Brazilian’ or ‘Hollywood’ (all off) look. 38

39 Quiz What does this warning icon represent? 1 After recent sunbath 2
Activity Quiz What does this warning icon represent? 1 After recent sunbath 2 Do not use in direct sunlight 3 Do not use on sunburned skin 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. 39

40 Quiz Do I have to shave before using Lumea? 1 Yes, always 2 No 3
Activity Quiz Do I have to shave before using Lumea? 1 Yes, always 2 No 3 Only the first few treatments 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. 40

41 Quiz What does this warning icon represent?
Activity Quiz What does this warning icon represent? 1 Children may only use Lumea in the presence of an adult 2 Lumea may not be used by children 3 If Lumea is effective for the mother, it will also be effective for the daughter 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. 41

42 Quiz Can I hurt my eyes by using Philips Lumea? 1 Yes 2 No 3
Activity Quiz Can I hurt my eyes by using Philips Lumea? 1 Yes 2 No 3 Not if protective glasses are used 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. 42

43 Lumea Training 2011 FACTS AND TRENDS PRODUCT BENEFITS SALES TALK
Introduction Market Trends Consumer Needs PRODUCT BENEFITS The Product Technology Explained Product Features SALES TALK Smart Sales Approach Cross Selling Sum it all up

44 Three key steps Discover Explain Reassure
Smart Sales Approach Three key steps Discover Explain Reassure Know what your customer wants! Handle objections with confidence! Know the product, and be prepared for questions! 44

45 Discover Target group Women 25 to 45 years old
Smart Sales Approach Discover Target group 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

46 Explain: how to demonstrate
Smart Sales Approach Explain: how to demonstrate In-store demo tips for effective usage Always check first that the consumer’s skin colour is suitable for treatment: do not demonstrate on consumers with naturally very dark skin tones Have consumers experience the treatment by demonstrating: At a low setting, e.g. setting 1 On a flat (not bony) area with little hair, e.g. the inner arm Always hold Lumea on the skin in 90° angle and ensure the ‘ready-to-flash’ lights is on Demo on the skin how it should be treated; with overlapping steps and by lifting between each flash 46

47 Smart Sales Approach Explain 6 key benefits of Philips Lumea that will convince your customer 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 Safe-to-use: developed with leading dermatologists, 6 years of clinical and handling trials involving more than 2,000 women Gentle treatment even on sensitive skin: no painful root hair removal, 5 energy setting to adapt to your skin type Very easy to use: cordless for maximum freedom in the comfort of your own home, simple and intuitive operation No replacement parts needed: includes a high performance lamp that doesn’t require replacing and saves you time and money on replacement parts Affordable: lowest cost per treatment amongst leading IPL/laser devices 47

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