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AHU Beauty �Secure Foundation

Munachim Ezema

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COVID-19 PANDEMIC & BEAUTY

Consumers are wearing less makeup

More selfcare and wellness beauty rituals

New Normal

New Direction

Decrease in color cosmetics sales

Mask Mandates

Skincare category sales soaring

Demand for hybrid products and mask friendly products

Source: Cosmetics Business – Hybrid products in formulation and packaging

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The Market: Competitor landscape

Estee Lauder Double Wear Stay-in-place Foundation

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  • #1 Foundation in US according to NPD group
  • Transfer Resistant
  • 24-hr wear
  • Waterproof
  • Sweat/ humidity resistant
  • Buildable, medium to full coverage
  • Flawless, Natural, Matte foundation
  • Over 55 shades
  • Dermatology tested, non-acnegenic

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$43.00/1 oz

Sephora and Ulta beauty’s bestseller

Maybelline Fit Me Matte + Poreless Liquid Foundation Makeup

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  • #1 Foundation in the US
  • Lightweight
  • 24-hr wear
  • Leaves natural, seamless finish
  • Oil Free
  • Contains micro powders and clay
  • Flawless, Natural, Matte foundation
  • 45 shades
  • Allergy and dermatology tested, non-acnegenic

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$7.99/1 oz

CVS and Walmart Bestsellers

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The Market: Competitor landscape

L’Oreal Paris True Match Super Blendable Makeup

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  • Matches skin tone, undertone, and texture
  • Non-cakey
  • Super hydrating
  • Medium coverage
  • So blendable
  • Formulated with ProVitmain B5 and Vitamin E
  • Free of fragrance
  • Won’t clog pores

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It Cosmetics CC+ Cream with SPF 50+

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  • Won’t crease or crack
  • Infused with collagen, hyaluronic acid, niacin, peptides and antioxidants
  • Ideal for all skin types especially dry skin
  • Developed with plastic surgeons
  • SPF 50+, broad spectrum physical sunscreen
  • Hydrating anti-aging serum
  • Niacin that improves skin barrier function

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$10.95/1 oz

Walmart and CVS bestseller

$39.50/1.08 oz

Ulta beauty top rated and bestseller

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Common Consumer Complaints

  • Broke out
  • Drying
  • Dries fast, not blendable
  • Bad shade match
  • Oxidation
  • Oily/Greasy
  • Heavy
  • Not enough Coverage
  • Cakey

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Secure Foundation at a Glance, how is this Different ?

  • A buildable, medium to full coverage foundation. That comes in over 45 flattering shades. Transfer, water, sweat/humidity resistance and long wearing. It provides a natural, matte finish that feels lightweight on the skin. It is non-acnegenic and dermatology tested.
  • Target Retail Price: $25.00 - 45.00
  • Contains AMC Advanced Moisture complex, a blend of humectants and polyquaternium-51 that provides hydration to the skin and supports the skin barrier function
  • Contains an active film former, Granresin PMSQ-ID which provides extended wear, non-transfer, and water-resistance properties
  • Contains Polyhydroxystearic Acid & Silane (11SP) Treated Pigments that help to achieve high pigment load and excellent spreadability – full coversge foundation that is not cakey and feels lightweight

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Product Claims

Secure

Foundation

Non-acnegenic

Traps moisture and supports skin barrier function

Easy to apply

Lightweight, feels comfortable on the skin

Transfer Resistant

Provides a Natural Finish

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Claims Substantiation Strategy

Non-Acnegenic

Transfer Resistant

Traps moisture and supports skin barrier function

  • In vivo study, double blinded
  • 1 month duration
  • Minimum 35 subjects, adults, ages 18-65
  • Pre-disposed to acne, subjects will acts as their own control
  • Topically applied to the face
  • Counting noninflammatory and inflammatory lesions
  • In vitro study using skin substrates
  • Product is topically to the substrates and allowed to dry, then a mechanical transfer blot is performed
  • % yield is quantified
  • In vivo study, double blinded, placebo and negative controlled
  • Minimum 35 subjects
  • Diverse subject pool, different races
  • Adults, ages 18-65
  • 3 groups using simple comparison, creation of groups will be randomized

to measure for comedogenicity and pustulogenicity

  • Photography and evaluations at baseline, 1, 2, 3, 4 weeks via William Cunliffe Reference

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  • Short (12hrs) development stage and long term (12 wks.) testing –final formula
  • TEWL and skin capacitance measurements

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Claims Substantiation Strategy

Traps moisture and support skin barrier function

Consumer/Sensory Claims: Lightweight, easy to apply, provides a natural fnish

  • Group A: Foundation Base Formula
  • Group B: Foundation Base Formula + AMC Advanced Moisture Complex NP
  • Group C: Untreated control group (to account for anomalies in the weather)

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  • Consumer perception study at central location
  • Temperature controlled facility with mirrors and light
  • Samples made following GMP guidelines
  • Pre-screen potential subjects for sensitization via 48-hr patch test
  • Subject selection: people who wear foundation during the pandemic, people who stopped wearing foundation because of the pandemic, diverse skin tones and skin types
  • Subjects given products + application instructions and tools
  • Questionnaire for overall product likeness
  • Questionnaire for specific attributes on 5 point scale e.g feels lightweight on my skin
  • PD team carry out an in facility evaluation to observe panelists and recognize unwritten perceptions and emotional responses to the product idea
  • Focus group to determine how subjects perceived product idea

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Demo

Great coverage, skin like

Does not Transfer!

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  1. https://cosmeticsbusiness.com/news/article_page/Hybrid_products_in_formulation_and_packaging/176207
  2. https://www.esteelauder.com/product/643/22830/product-catalog/makeup/face/foundation/double-wear/stay-in-place-foundation
  3. https://www.maybelline.com/face-makeup/foundation-makeup/fit-me-matte-poreless-foundation
  4. https://www.lorealparisusa.com/makeup/face/foundation-makeup/true-match-super-blendable-makeup
  5. https://www.ulta.com/p/cc-cream-with-spf-50-xlsImpprod5770257
  6. https://www.ulprospector.com/en/na/PersonalCare/Detail/75/218364/AMC-Advanced-Moisture-Complex-NP?st=1&sl=126159155&crit=a2V5d29yZDpbbW9pc3R1cmUgY29tcGxleF0%3d&ss=2&k=moisture|complex&t=moisture+complex

References

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  1. https://www.ulprospector.com/documents/1186357.pdf?bs=4671&b=207844&st=1&sl=125999562&crit=a2V5d29yZDpbMTFTUF0%3d&k=11SP&r=na&ind=personalcare
  2. https://www.ulprospector.com/en/na/PersonalCare/Detail/2592/645102/Granresin-PMSQ-ID?st=1
  3. https://www.sephora.com/shop/foundation-makeup?sortBy=BEST_SELLING
  4. https://www.ulta.com/makeup-face-foundation?N=1z13uuwZ26y5

References

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Questions ?

Thank You!