Return to flip book view

BRAND GUIDELINES

Contents 0 07 036 OUR STORY 037 0 44 INTRODUCTION 0 45 072 CHAPTER 1 Branding 073 098 CHAPTER 2 Imagery 099 128 CHAPTER 3 Marketing Material 129 140 CHAPTER 4 Trade Advertising 141 150 CHAPTER 5 Branded Environments and Merchandising 151 16 4 CHAPTER 6 Tradeshow and Event Graphics 165 176 CHAPTER 7 Digital Video and Motion Graphics 177 183 CHAPTER 8 Institutional Materials

O U R S TO R Y

O UR STO RY PAGE 8 The B ra nd

O U R M I S S I O N AT S K I N C E U T I C A L S I S TO I M P R OV E S K I N H E A LT H D E D I C AT E D TO T H I S P U R P O S E provide advanced skincare backed by science PAGE 9 The B ra nd O UR STO RY WE MAKE ONE SIMPLE PROMISE

O UR STO RY PAGE 10 The B ra nd

W E W E R E B O R N I N T H E U S F R O M D E C A D E S O F ANTIOXIDANT AND SKIN CANCER RESEARCH LEAD BY and our brand pioneered the advent of cosmeceuticals IT S ALL IN THE NAME PHARMACEUTICALS SKINCARE PAGE 11 The B ra nd O UR STO RY Dr Sheldon Pinnell

TO DAY W E A R E F O U N D all over the globe O UR STO RY present in PAGE 12 The B ra nd 23 international markets

AND IN OVER 5 000 medical and professional accounts O UR STO RY in the U S alone W E A LWAY S O P E R AT E I N AT L E A S T T W O O F T H E T H R E E D I S T R I B U T I O N C H A N N E L S Medical Professional dispensing plastic surgeon dermatologist or medical spa Medical Retail pharmacy Non Medical Professional premium spa PAGE 13 The B ra nd

1 99 7 S ERU M 1 5 1 9 99 C E SkinCeuticals first introduces vitamin C as a photoprotective SkinCeuticals combines pure vitamins C and E for double the environmental topical antioxidant protection 2005 C E FERULI C SkinCeuticals adds ferulic acid to vitamins C and E resulting in unmatched environmental protection becoming the new standard O UR STO RY in antioxidant technology PAGE 14 The B ra nd

2006 AOX 2 0 08 PHLORETI N CF SkinCeuticals adds ferulic acid to all existing vitamin C After extensive research SkinCeuticals identifies a powerful molecule formulations to improve their overall efficacy phloretin which works synergistically with vitamin C and ferulic acid to provide broad spectrum protection WHILE SKINCEUTICALS IS CONSIDERED the Antioxidant Authority W E C E R T A I N L Y A R E N O T A O N E T R I C K P O N Y PAGE 15 The B ra nd 2011 PH LOR E TIN CF G E L After extensive research SkinCeuticals develops a serum in a gel technology revolutionizing the texture of SkinCeuticals topical antioxidants while maintaining the integrity and efficacy of the original serum formula O UR STO RY THE BROAD SPECTRUM ANTIOXIDANT IS BORN

O UR STO RY PAGE 16 The B ra nd

comprehensive line O F P R O D U C T S I S P R O O F O F T H A T O UR STO RY AND OUR PAGE 17 The B ra nd

O UR STO RY PAGE 18 The B ra nd

optimized formulations purest pharmaceutical grade ingredients A N D T H E highest concentrations T O D E L I V E R maximum efficacy proven scientific results WITH THE PAGE 19 The B ra nd O UR STO RY W E O F F E R O N LY

O UR STO RY PAGE 20 The B ra nd

prevent F U T U R E D A M A G E protect H E A L T H Y S K I N correct P R E V I O U S D A M A G E AND OUR PRODUCT PHILOSOPHY IS CENTERED AROUND THESE THREE PILLARS PAGE 21 The B ra nd O UR STO RY OUR LINE OF ADVANCED SKINCARE PRODUCTS IS DESIGNED TO

PREVENT P ROT E CT Super antioxidant formulas designed for prevention of future environmental damage Serum 10 True broad spectrum protection from the damaging effects of UVA and UVB rays Advanced UV Defense SPF 30 CORRECT Reparative lightening and exfoliating products for advanced correction Face Cream Face Balm C E Ferulic O UR STO RY Ultra Facial Defense SPF 50 Eye Balm Phyto Corrective Gel Phloretin CF Brightening UV Defense Retinol 0 3 A G E Interrupter A G E Eye Complex PAGE 22 The B ra nd

C ORRECT CONT Clarifying Clay masque M OI S T URI ZE C L E AN S E TO N E Multi functional formulas developed to nourish and exfoliate as they hydrate and restore elasticity A variety of gentle surfactants along with active ingredients designed to lift impurities and gently exfoliate dead skin cells Retexturing Activator Hydrating B5 Gel Gentle Cleanser Hydrating B5 Masque Simply Clean Vitamin C Firming Masque Equalizing Toner Daily Moisture Pigment Balancing Masque Micro Polish Emollience Blemish Age Cleansing Gel Blemish Age Defense Blemish Age Solution PAGE 23 The B ra nd O UR STO RY Pigment Regulator

O UR STO RY PAGE 24 The B ra nd

W E W E R E O N E O F T H E F I R S T B R A N D S TO P R OV I D E in vivo clinical studies in respected peer reviewed journals PUBLISHING U S U A L LY R E S E R V E D F O R P H A R M A C E U T I C A L R E S E A R C H PAGE 25 The B ra nd O UR STO RY SCIENTIFIC EVIDENCE TO SUPPORT PRODUCT BENEFITS

O UR STO RY PAGE 26 The B ra nd

AT S K I N C E U T I C A L S AC H I E V I N G R E S U LT S M E A N S preventing serious skin conditions like skin cancer IT MEANS N O W T H A T S S O M E T H I N G T O R E A L L Y S M I L E A B O U T PAGE 27 The B ra nd O UR STO RY M O R E T H A N R E S TO R I N G YO U T H F U L R A D I A N T S K I N

O UR STO RY PAGE 28 The B ra nd

WE ARE A BRAND DRIVEN BY innovation N O T H Y P E N OT T R E N D S O UR STO RY R E S U L T S So how do we let the world know about our brand W E D O N T U S E T V S P OT S O R C O N S U M E R P R I N T A D S WE INVEST IN CUTTING EDGE SCIENTIFIC RESEARCH AND ENJOY FREE CELEBRITY ENDORSEMENTS AND PR PAGE 29 The B ra nd

O UR STO RY PAGE 30 The B ra nd

O U R C U S TO M E R S A R E T R U E B E L I E V E R S A N D S O I S T H E P R E S S Over 90 magazine placements Close to 100 web mentions 4 beauty awards 500 000 000 million impressions PAGE 31 The B ra nd O UR STO RY I N 2 0 1 0 A LO N E

O UR STO RY PAGE 32 The B ra nd

countless A listers swear by our products and love talking about them too PAGE 33 The B ra nd O UR STO RY AND THE SAME IS TRUE WITH CELEBRITIES

O UR STO RY PAGE 34 The B ra nd

W H I L E W E A P P R E C I AT E T H E B U Z Z our heritage is medical and more importantly so is our future PAGE 35 The B ra nd O UR STO RY W E H AV E N T F O R G OT T E N T H AT

INTRODUCTION

INT RO DUCT IO N PAGE 38 B ra nd Consisten cy

IT IS VITAL TO MAINTAIN AND GUARANTEE CONSISTENCY IN EXPRESSION OF OUR BRAND in order to ensure premium and professional positioning of the SkinCeuticals brand around the globe This manual of graphic standards includes guidelines for the use of the logotype color typography and photography that should be applied to all company Consistency n Agreement or harmony of one part to another or a whole ability to be asserted together without contradiction PAGE 39 B ra nd Consisten cy INT RO DUCT IO N communications

INT RO DUCT IO N PAGE 40 G uid eline Prin ciple s

GUIDELINE PRINCIPLES THESE GUIDELINES are not optional and exceptions will be allowed without prior validation from SkinCeuticals Global Marketing THESE GUIDELINES have been developed for easy understanding and local implementation THESE GUIDELINES clarify the correct and relevant formats to express the THESE GUIDELINES will be updated annually PAGE 41 G uid eline Principle s INT RO DUCT IO N brand through various channels of media

ABOUT THE GUIDELINES INSIDE THESE GUIDELINES YOU WILL FIND THE FOLLOWING An overview of our brand who we are and what we do A detailed blueprint to reference when creating and maintaining the SkinCeuticals brand voice an essential piece for understanding the brand INT RO DUCT IO N Working files of all images and pieces represented in the guidelines PAGE 42 Ab out t he Guidelin es

WORKING FILES All images shown in the guidelines are named and categorized in appropriate folders BRANDING folder contains logos fonts and brand colors IMAGERY folder contains all image categories with a large selection of images MARKETING MATERIALS folder contains all working files and templates DIGITAL VIDEO AND MOTION folder contains e blast and press templates INSTITUTIONAL MATERIAL folder contains business card stationary and PowerPoint templates PAGE 43 Working Files INT RO DUCT IO N TRADE ADVERTISING folder contains all working files and templates

CHAPTER 1 BRANDING

A NOTE ON TICKMARKS The SkinCeuticals brand tickmarks are used mostly in packaging and otherwise should be used extremely sparingly They should always be small and subtle to communicate the scientific BRANDING precision of the brand See examples throughout the book Tickmarks should be small subtle and used sparingly PAGE 46 Tickma rks

OUR BRAND PROMISE OUR BRAND DELIVERS ONE PROMISE TO PROVIDE ADVANCED SKINCARE BACKED BY SCIENCE This promise is delivered through every piece of communication every point of contact with the customer and every product we sell Our position is to develop products based on relevant only to our external audience but also to our internal audience It s not just a part of our corporate culture it determines the direction of SkinCeuticals Our promise our message of value guides research and development as well as our management team sales force and entire workforce to further differentiate our company As we evolve progress innovate and grow we must remember to stay true to our promise PAGE 47 O ur B ra nd Promise BRANDING science not trends Our promise must be communicated not

BRAND POSITION Professional medical and premium skincare DESIRED CUSTOMER PERCEPTIONS BRANDING Clean modern and minimalist but not sterile Functional and appropriate but not frivolous Promoting skin health not trends K E Y E L E M E N T S O F B R A N D AT T R I B U T E S Medical Effective Professional Modern Innovative Scientific PAGE 48 Key E leme n ts of Brand A ttributes

BRANDING PAGE 49 Key E leme n ts of Brand A ttributes

O U R B R A N D S TAT E M E N T A short description of our mission history and positioning appears in the beginning of brochures PR dossiers merchandising advertising and for BRANDING press For merchandising and advertising always use the brand statement with the title Antioxidant Authority Opposite Example of brand statement used in printed communication PAGE 50 O ur B ra nd S tatemen t

A D V A N C E D P R O F E S S I O N A L S K I N C A R E Our mission is to improve skin health Dedicated to this purpose we make one simple promise provide advanced skincare backed by science Born from decades of skin cancer research our high potency formulas are concentrated in pure actives and proven to penetrate optimally into skin Made in the USA we are used and recommended by dermatologists and plastic surgeons select pharmacies and premium spas to both correct the signs of aging and prevent future damage PAGE 51 O ur B ra nd S tatemen t BRANDING ANTIOXIDANT AUTHORITY

LOGOTYPE AND ICON The SkinCeuticals logotype tagline and icon should always appear t ogether in the fixed relationship shown on the following pages BRANDING Do not use type to reproduce the S kinCeuticals logotype always use the original EPS file Exceptions for logo lockup can be found when used more than once on a page See secondary logo in advertising section page 132 133 1 Global logo 2 Secondary logo PAGE 52 Log ot y p e and Icon

BRANDING 1 2 PAGE 53 Log ot y p e and Icon

SPACING Spacing around the logotype and icon should be equal to or greater than the height of half the icon BRANDING More space around the logo is optimal PAGE 54 Log ot y p e and Icon S pacing

Enlarged Area Spacing BRANDING Distance of half the logo between lock up and the edge of the black bar PAGE 55 Log ot y p e and Icon S pacing

LOGO COLOR SkinCeuticals logo should be used primarily in black and white or its inverse Exceptions can be seen in packaging and some collateral white logo on a blue background Do not use the logo on busy backgrounds such as pattern and photographs See examples of wrong logo uses on BRANDING page 58 59 Black on white or white on black logos are ideal 1 White is used for text logo and background 2 Black is used for text logo and background 3 SkinCeuticals Primary Blue is used as a background color 4 PMS 633 is used to highlight text and sometimes as a background PAGE 56 Log ot y p e and Icon Color

1 BRANDING 2 3 4 PAGE 57 Log ot y p e and Icon Color

LOGO DON TS 1 Do not stack icon and type 2 Do not use logo on a background color that is not branded 3 Do not make the SkinCeuticals logo into a pattern 4 Do not recreate the type using a different font 5 Do not stretch the logo 6 Do not use logo over a busy background 7 Do not try to fit logo into a tight space 8 Do not use colors which are not branded BRANDING 9 Do not add special effects to logo PAGE 58 Log ot y p e and Icon Color

2 3 4 5 6 7 8 9 BRANDING 1 S K INCEU TI CALS ADVANCED PROFESSIONAL SKINCARE PAGE 59 Log ot y p e and Icon Color

C O LO R PA L E T T E BRAND COLORS The core of the S kinCeuticals brand identity for all c ommunication consists of SkinCeuticals primary blue special mix only and secondary blue PMS 633 along with black type and an extra element of white space All colors to be printed on white paper Consult the current BRANDING Pantone publication for accurate color The core of the S kinCeuticals brand identity for all c ommunications consists of SkinCeuticals primary and secondary blue SkinCeuticals Primary Blue is used as a background color PMS 633 is used to highlight text and sometimes as a background White is used for text logo and background Black is used for text logo and background PAGE 60 B ra nd Colors

SKINCEUTICALS PRIMARY BLUE C 12 M 0 Y 2 K 0 R 193 G 230 B 235 BRANDING Used in background PMS 633 WHITE BLACK C 100 M 0 Y 10 K 25 C 0 M 0 Y 0 K 0 C 0 M 0 Y 0 K 100 R 46 G 158 B 190 Used in background Used in type Used in type bullets and rules and for knock out type PAGE 61 B ra nd Colors

SPECIAL PROMOTION COLOR FAMILIES During the holiday season and special promotions SkinCeuticals colors may be supplemented with additional colors to reflect the nature of the promotion Please note that summer sun promotional colors remain consistent All colors should be printed on white paper Consult the BRANDING current Pantone publication for accurate color Additions to the SkinCeuticals brand color palette should be used sparingly and only for special promotions 1 Summer sun promotion 2 Holiday gift option 1 3 Holiday gift option 2 4 Holiday gift option 3 PAGE 62 Sp ecia l Promotion Color Families

1 PMS 123 PMS 633 BLACK PRIMARY BLUE C 0 M 24 Y 94 K 0 C 100 M 0 Y 10 K 25 C 0 M 0 Y 0 K 100 C 12 M 0 Y 2 K 0 2 PANTONE GREEN PMS 587 COOL GREY 9 PRIMARY BLUE C 100 M 0 Y 59 K 0 C 5 M 0 Y 59 K 0 C 0 M 0 Y 0 K 31 C 12 M 0 Y 2 K 0 BRANDING PMS 7457 C 100 M 49 Y 0 K 70 3 PMS 234 PMS 539 PMS 314 PANTONE GREEN PRIMARY BLUE C 6 M 100 Y 0 K 26 C 100 M 49 Y 0 K 70 C 100 M 0 Y 9 K 30 C 100 M 0 Y 59 K 0 C 12 M 0 Y 2 K 0 4 PMS 199 COOL GREY 9 PMS 386 PMS 539 PRIMARY BLUE C 0 M 100 Y 62 K 0 C 0 M 0 Y 0 K 31 C 6 M 0 Y 56 K 0 C 100 M 49 Y 0 K 70 C 12 M 0 Y 2 K 0 PAGE 63 Sp ecia l Promotion Color Families

PRINTING TECHNIQUES PRINTING TECHNIQUES AND FINISHES Varnishes and finishes Overall aqueous coating and occasionally a spot gloss UV coat or soft touch BRANDING Foils White or silver on black stock PAGE 64 Print ing Te chn ique s

BRANDING PAGE 65 Print ing Te chn ique s

TYPOGRAPHY Typography should always be clear and uncluttered in order to reflect the brand s dedication to scientific research and development The letters and paragraphs should sit naturally and effortlessly on the page with plenty of white space around them Non western typography should be approved BRANDING by DMI PAGE 66 Ty p og ra p hy Introduction

BRANDING PAGE 67 Ty p og ra p hy

BODY TEXT Body text options Futura BT Light default in body text Futura BT Book default in body text smaller than 8 pts Futura BT Medium Futura BT Bold used to bolden futura light used to bolden futura book Futura BT Light Italic used with correlating weight Futura BT Book Italic used with correlating weight Futura BT Medium Italic BRANDING Futura BT Bold Italic Sabon Roman Sabon Italic used with correlating weight used with correlating weight alternative to default futura light used with sabon roman Arno Regular alternative to default sabon roman Arno Italic used with arno regular When using both regular and all caps Futura the latter is reduced by 5 10 in size SkinCeuticals S K I N C E U T I C A L S Futura Book 10 9 pts SkinCeuticals S K I N C E U T I C A L S Futura Book 11 12 pts SkinCeuticals S K I N C E U T I C A L S Futura Book 16 14 5 pts SkinCeuticals S K I N C E U T I C A L S PAGE 68 B od y Tex t Futura Book 20 18 5 pts

HEADLINES AND SUB HEADLINES sub headline options Futura BT Light Futura BT Book Futura BT Medium Futura BT Bold SilverThread display headline type for specific campaigns only FU T U R A BT L I G H T FU T U R A BT B OO K when all caps space 100 200 pts when all caps space 100 200 pts FU T U R A B T M E D I U M F UTU R A BT B O LD S I LV E R T H R E A D PAGE 69 when all caps space 100 200 pts when all caps space 100 200 pts alternate to futura when all caps space 100 200 pts H ea d lines and S ub He adlin es BRANDING Headline and

PARAGRAPH Sabon 10 20 Rag right Our brand delivers one promise to provide advanced skincare backed by science This promise is delivered through every piece of communication every point of contact with the customer and every product we sell Futura Light 10 20 Rag right Our brand delivers one promise to provide advanced skincare backed by science This promise is delivered through every piece of communication BRANDING every point of contact with the customer and every product we sell justified 50 to 75 characters per line justified 50 to 75 characters per line Our brand delivers one promise to provide advanced skincare backed by science This promise is delivered through every piece of communication every point of contact with the customer and every product we sell Our brand delivers one promise to provide advanced skincare backed by science This promise is delivered through every piece of communication every point of contact with the customer and every product we sell PAGE 70 Pa ra g ra p h Text

EXAMPLE Headline OUR BRAND PROMISE Futura Medium 12 18 175 Tracking Sub Headline ADVANCED SKINCARE BACKED BY SCIENCE Futura Light 9 5 20 This promise is delivered through every piece of communication every 85 Tracking point of contact with the customer and every product we sell Our Body Sabon Roman 10 20 position is to develop products based on relevant science not trends 85 Tracking Our promise must be communicated not only to our external audience Highlight but also to our internal audience Futura Medium 10 20 85 Tracking Italics Our promise must be communicated not only to our external audience Sabon Italic 10 20 50 Tracking but also to our internal audience Caption Futura Book 8 13 Our position is to develop products based on relevant science 20 Tracking We must remember to stay true to our promise Quotes Futura Light 20 30 85 Tracking Generally double the body text size and in either black or blue PMS 633 PAGE 71 Ty p e Set E xample BRANDING We must remember to stay true to our promise PMS 633

CHAPTER 2 IMAGERY

IMAGERY The SkinCeuticals image library consists of commissioned abstract environmental model and product photography mostly cropped into a square format In addition to photography charts graphs and medical illustrations consistent with the SkinCeuticals aesthetic will be provided for INT RO DUCT IMAG ERYIO N each product launch SkinCeuticals imagery is logically categorized to communicate a wide range of brand attributes PAGE 74 Ima g ery Introduction

IMAG ERY PAGE 75 Ima g ery Introduction

CATEGORY SHOTS are styled groupings of representative product images photographed by category family Category shots should be used in SkinCeuticals brochures tradeshow collateral merchandising trade advertising and point of purchase POP pieces They should not be used to create strip outs Markets can manipulate for their own needs but they INT RO DUCT IMAG ERYIO N must provide to Global Marketing for approval Use the category shots when discussing a whole category of products i e a product brochure 1 Example of prevent category STAR IMAGE Category_Prevent1 Tiff 2 Example of correct category Category_Correct1 Tiff 3 Example of moisturize category Category_Moisturize1 Tiff 4 Example of protect category Category_Protect1 Tiff PAGE 76 Ca t eg ory S hots

1 2 3 4 PAGE 77 Ca t eg ory S hot Example s IMAG ERY S TA R

GROUP SHOTS are styled product images that feature various product regimens or star technologies Group shots should be used in SkinCeuticals brochures tradeshow collateral merchandising and INT RO DUCT IMAG ERYIO N POP pieces They should not be used to create strip outs These group shots are flexible and can be manipulated for the specific needs of different markets depending on a regimen or specific product focus 1 Used only in professional environments Group_PigmentRegulator1 Tiff 2 Used only in professional environments Group_PigmentRegulator_RetexturingActivator1 Tiff 3 Used only in professional environments Group_CEFerulic1 Tiff 4 Used only in professional environments Group_EpidermalRepair1 Tiff 5 Used only in professional environments Group_EyeBalm_AGEInterrupter1 Tiff 6 Used only in professional environments Group_IntenseLineDefense_ClarifyingClayMasque1 Tiff 7 Used only in professional environments Group_B5_AGE_CEF_FaceCream1 Tiff 8 Used only in professional environments Group_HydratingB5_PhloretinCF1 Tiff 9 Used in professional or pharmacy environments to relay our medical positioning Group_EpidermalRepair1 Tiff 10 Used in professional or pharmacy environments to relay our medical positioning STAR IMAGE Group_EpidermalRepair1 Tiff 11 Used in professional or pharmacy environments to relay our medical positioning Group_EpidermalRepair1 Tiff 12 Used in professional or pharmacy environments to relay our medical positioning Group_EpidermalRepair1 Tiff PAGE 78 G roup Shots

1 2 3 4 PAGE 79 G roup Shot Example s IMAG ERY USE IN PROFESSIONAL ENVIRONMENTS

INT RO DUCT IMAG ERYIO N USE IN PROFESSIONAL ENVIRONMENT 5 6 7 8 PAGE 80 G roup Shot Example s

USE IN PROFESSIONAL OR PHARMACY ENVIRONMENT 9 10 11 12 PAGE 81 G roup Shot Example s IMAG ERY STAR

ABSTRACT IMAGERY includes styled images evoking a scientific and modern mood representing the SkinCeuticals brand attributes INT RO DUCT IMAG ERYIO N All abstract imagery should be used sparingly in promotions ads merchandising presentations and special events and should be pre approved before use by Global Marketing 1 Can be used for invitations and PPT presentations Abstract_white1 Tiff 2 Can be used for invitations and PPT presentations Abstract_white2 Tiff 3 Can be used for invitations and PPT presentations STAR IMAGE Abstract_white3 Tiff 4 Can be used for invitations and PPT presentations Abstract_white4 Tiff 5 For generic brand messaging Use in tradeshows and merchandising along with product shot Abstract_Blue1 Tiff 6 For generic brand messaging Use in tradeshows and merchandising along with product shot Abstract_Blue2 Tiff 7 For generic brand messaging Use in tradeshows and merchandising along with product shot Abstract_Blue3 Tiff 8 For generic brand messaging Use in tradeshows and merchandising along with product shot Abstract_Blue4 Tiff 9 Use for merchandising along with product and environmental shots see merchandising section Abstract_Black1 Tiff 10 Use for merchandising along with product and environmental shots see merchandising section Abstract_Black2 Tiff 11 Use for merchandising along with product and environmental shots STAR IMAGE Abstract_Black3 Tiff 12 Use for merchandising along with product and environmental shots STAR IMAGE Abstract_Black4 Tiff PAGE 82 Ab st ra ct Imagery

2 1 S TA R 4 3 PAGE 83 Ab st ra ct Imagery Examples IMAG ERY USE FOR INVITATIONS AND POWERPOINT PRESENTATIONS

INT RO DUCT IMAG ERYIO N USE FOR BRAND MESSAGING IN TRADESHOWS AND MERCHANDISING ALONG WITH PRODUCT SHOT 5 6 7 8 PAGE 84 Ab st ra ct Imagery Examples

USE FOR MERCHANDISING ALONG WITH PRODUCT SHOT S TA R 11 STAR 12 PAGE 85 Ab st ra ct Imagery Examples IMAG ERY 10 9

PACK SHOTS are straightforward background free photographs of individual products They are used in a variety of ways INT RO DUCT IMAG ERYIO N Pack shots should be used in brochures trade advertising and tradeshow collateral when background free images are needed 1 Pack_CEFerulic1 Tiff 1 Pack_CleansingCream1 Tiff 1 Pack_PhytoPlus1 Tiff 1 Pack_UltimateUVDefenseSPF301 Tiff PAGE 86 Pa ck Shot s

2 3 4 PAGE 87 Pa ck Shot Example s IMAG ERY 1

ENVIRONMENTAL SHOTS are styled images combining product with the use of models in various settings and situations Some shots focus on the model applying a product while others focus on a product in the foreground with a secondary focus on the model Similar styles and situations are shot in both at home and professional environments Photography with a model in the foreground should never be used as a primary image i e on the cover of a brochure and models should never INT RO DUCT IMAG ERYIO N be taken out of their original background Use when communicating the medical professional positioning of the brand 1 Use in non medical professional environments Environmental_Treatment1 Tiff 2 Use in non medical professional environments Environmental_Treatment2 Tiff 3 Use in medical professional environments Environmental_Treatment3 Tiff 4 Use in medical professional environments Environmental_PhloretinCF1 Tiff 5 Use in medical professional environments STAR IMAGE Environmental_PhytoPlus1 Tiff 6 Use in medical professional environments Environmental_AGE1 Tiff 7 Use in medical retail environments Environmental_Treatment4 Tiff 8 Use in medical retail environments Environmental_RetexturingActivator1 Tiff 9 Use in medical retail environments Environmental_HydratingB51 Tiff 10 Use in non medical professional environments Environmental_Treatment5 Tiff 11 Use in medical retail environments Environmental_Treatment6 Tiff 12 Use in medical retail environments STAR IMAGE Environmental_Treatment7 Tiff PAGE 88 E nv ironme n tal S hots

2 3 4 PAGE 89 E nv ironmen tal S hot Example s IMAG ERY 1

INT RO DUCT IMAG ERYIO N S TA R 5 6 7 8 PAGE 90 E nv ironmen tal S hot Example s

IMAG ERY 10 9 STAR 11 12 PAGE 91 E nv ironmen tal S hot Example s

CAMPAIGN SHOTS are provided with every new product launch These photographs are product specific and should never be used when not directly marketing that product Use only in association with a specific launch campaign INT RO DUCT IMAG ERYIO N 1 To be used exclusively in the C E Ferulic campaign Campaign_CEFerulic1 Tiff 2 To be used exclusively in the Sheer UV Physical Defense campaign Campaign_Sheer1 Tiff 3 To be used exclusively in the Phloretin CF campaign Campaign_PhloretinCF1 Tiff 4 To be used exclusively in the Hydrating B5 Masque campaign Campaign_HydratingB5Masque1 Tiff PAGE 92 Ca mp a ig n S hots

2 3 4 PAGE 93 Ca mp a ig n S hot Example s IMAG ERY 1

SCIENTIFIC ILLUSTRATIONS are used to educate consumers and professionals about new and existing technology Use scientific illustrations mainly in brochures or video animation INT RO DUCT IMAG ERYIO N Images captured from Blemish Age video PAGE 94 Scient if ic Illustration

IMAG ERY PAGE 95 Scient if ic Illustration Examples

CHARTS AND GRAPHS are key to communicating the scientific evidence supporting SkinCeuticals products Use in printed collateral and videos to communicate scientific facts and results INT RO DUCT IMAG ERYIO N Charts and graphs provided by Global Marketing have been validated by the labs If charts or graphs have not been provided markets can create their own but must provide to Global Marketing for lab validation PAGE 96 Cha rt s a nd Graph s

Whenever possible incorporate the SkinCeuticals light and medium blue colors SkinCeuticals light blue IMAG ERY in background Graph showing LEVELS OF ANTIOXIDANT PHOTOPROTECTION bars increasing horizontally Control 1 Idebenone 1 Ubiquinone Product A Idebenone Product B Idebenone Vitamins c e ferulic acid 0 PAGE 97 1 2 Cha rt s a nd Graph Examples 3 4 5 6 7 8 9 10 11 12

CHAPTER 3 M A R K E T I N G M AT E R I A L

M A R K E T I N G M AT E R I A L SkinCeuticals offers a variety of printed marketing materials including brand and product information as well as launch and promotional collateral and POP pieces In addition to printed pieces there are also digital motion graphic and video marketing materials as well as merchandising and MARKET ING MAT ERIAL display pieces offered to enhance a variety of environments PAGE 100 Ma rket in g Material

RY ERIAL MARKETI MAGE ING MAT PAGE 101 Ma rket ing Mate rial

CORPORATE LITERATURE SkinCeuticals provides corporate literature on our comprehensive product line and services in the form of perfect bound catalogs for professional accounts and saddle stitched brochures for consumers Templates and printing specifications for this material will be provided MARKET ING MAT ERIAL by Global Marketing Countries will translate and produce locally For use in both the professional and pharmacy environments PAGE 102 Corp ora te Lite rature

SkinCeuticals End User Brochure 7 x 7 inches 17 8 x 17 8 cm Includes description and benefits of retail product line skin condition chart and regimen information C E FEruliC SErum 20 20 SERUM AOX This revolutionary combination antioxidant provides an unprecedented 8 times the skin s Studies show when formulated properly a 20 concentration of L ascorbic acid provides the natural protection against environmental damage No other technology has been shown to maximum amount of vitamin C readily absorbed by the skin Now formulated with AOX deliver comparable levels of antioxidant protection More protection means more youthful advanced antioxidant technology Serum 20 combines ferulic acid with pure vitamin C at the looking skin and better defense against signs of premature aging precise pH and concentration to enhance antioxidant performance and deliver maximum levels of L ascorbic acid Designed to restore and protect healthy looking skin this lightweight and C E Ferulic the latest scientific breakthrough contains the original formulation of 15 fast absorbing serum neutralizes free radicals defends against environmental damage and helps pure L ascorbic acid and 1 alpha tocopherol However the addition of ferulic acid doubles prevent signs of premature aging Ideal for normal to oily skin performance of the original high potency formula C E transforming it into an unrivaled superantioxidant combination BENEFiTS AOX advanced antioxidant technology combines L ascorbic acid with ferulic acid to enhance antioxidant performance Sunscreens only block 45 55 of free radicals leaving skin vulnerable to damage C E Ferulic provides 8x the skin s natural protection against free radical damage C E Ferulic reduces sunburn cells up to 96 in UV irradiated skin C E Ferulic prevents thymine dimers DNA mutations associated with skin cancer Using Duke patented vitamin C technology delivers 20 L ascorbic acid to the skin highest level effectively absorbed RY ERIAL MARKETI MAGE ING MAT lATEST rESEArCH SHOWS Reduces the appearance of fine lines and wrinkles neutralizes free radicals and protects against environmental damage Once absorbed can t be washed or rubbed off remaining protective for up to four days an excellent addition to sunscreens BENEFiTS Maximum anti aging results better than any one antioxidant alone Ideal for normal or oily skin Protects against free radical damage while stimulating collagen synthesis to help prevent and diminish signs of premature aging Once absorbed can t be washed or rubbed off remaining protective for up to four days excellent for use in conjunction with sunscreens 10 ANTIOXIDANT PROTECTION 9 8 7 6 5 4 3 2 1 0 Vehicle Vitamin C Vitamin E C E C E Fefulic Acid This graph shows enhanced levels of antioxidant protection provided when combining ferulic acid with vitamins C and E The combination provides eightfold protection compared to fourfold protection provided by vitamins C and E together and twofold protection provided by vitamin C or E alone 12 PAGE 103 Absorbtion studies show that a 20 concentration of vitamin C at low pH delivers the highest possible levels of vitamin C to the skin 13 Corp ora te Lite rature Examples

LAUNCH MATERIAL FOR CONSUMER SkinCeuticals provides accounts with various consumer materials to support the launch of a new product The purpose of these pieces is to help our accounts highlight the products through displays and to educate MARKET ING MAT ERIAL consumers on product features and benefits The purpose of these pieces is to introduce explain or educate consumers on new products PAGE 104 La unch M a t er i a l s Fo r C o n s u m er

RY ERIAL MARKETI MAGE ING MAT Logo reflects U S market needs PAGE 105 La unch Mate rials For Con sume r

Product Brochure HOW DO I USE PIGMENT REGULATOR 7 x 7 inches For optimized treatment of hyperpigmentation use Pigment Regulator twice daily in the suggested regimen 17 8 x 17 8 cm Includes benefits of product and regimen information PM SkinCeuticals cleanser and toner SkinCeuticals cleanser and toner Phloretin CF three panel brochure description and AM Do you have brown spots freckles or uneven skin tone These are all signs of hyperpigmentation affecting all skin types ethnicities and ages SkinCeuticals Pigment Regulator is a powerful skin brightening treatment proven to lighten and prevent hyperpigmentation for a brighter more radiant appearance even Phyto Phyto smooth Retexturing Activator Retexturing Activator lighten Pigment Regulator Pigment Regulator SkinCeuticals moisturizer if needed SkinCeuticals moisturizer if needed INTRODUCING PIGMENT REGULATOR SkinCeuticals broad spectrum sunscreen Twice a week in the evening apply Retinol 0 5 or 1 0 in place of Retexturing Activator after toner has dried and 30 minutes before using a SkinCeuticals moisturizer SMARTER HEALTHIER BETTER PROVEN AS EFFECTIVE AS HOW CAN I ENHANCE THE RESULTS OF MY DAILY REGIMEN 4 HYDROQUINONE Ask your skincare professional about the SkinCeuticals Pigment Balancing Masque This customizable brightening treatment combines high performance lightening agents and exfoliants at professional concentrations to dramatically lighten and refine the uneven appearance of photodamaged skin 2 0 0 9 S K I N CEU T I CAL S A LL RI GH TS RES ER V ED W W W S K I NCEU T I CAL S COM 8 0 0 8 1 1 1 6 6 0 WHAT IS HYPERPIGMENTATION Melanin is the natural pigment that gives color to skin Hyperpigmentation occurs when the body produces excess melanin in response to UV exposure hormonal fluctuations or trauma to the skin such as acne Pigment Regulator a highly effective full facial skin brightener is a powerful well tolerated daily use alternative to potentially harmful treatments like hydroquinone PIGMENT REGULATOR 2 Too much melanin is produced in the bottom of the epidermis The excess melanin travels to the top of the epidermis Three powerful ingredients to combat the three steps leading to hyperpigmentation 1 2 2 Kojic Acid 2 Emblica PIGMENT REGULATOR VS 4 HYDROQUINONE No statistical difference was found between the pigment lightening abilities of the two products 12 Week Clinical Results 55 Inhibits the production of excess melanin Balances overall skin tone and lightens hyperpigmentation Discourages excess melanin from traveling to the skin s surface Prevents hyperpigmentation and brightens skin PIGMENT REGULATOR 4 HYDROQUINONE 50 45 IMPROVEMENT MARKET ING MAT ERIAL 2 1 AFT E R 8 W E E K S WHAT DOES THIS MEAN FOR MY SKIN Reduction of brown spots freckles dark patches and blotchiness Improvement of overall skin tone for a brighter more radiant appearance Prevention of future discolorations SMARTER HEALTHIER BETTER 3 B E FO RE T RE AT ME N T Proven as effective as 4 hydroquinone May be safely used daily long term year round No unnatural appearance normally associated with harsh bleaching agents THE SOLUTION Hyperpigmentation normally occurs through a 3 step process WHAT KIND OF RESULTS CAN I EXPECT In a 12 week double blind dermatologist controlled study twice daily use of Pigment Regulator significantly and safely reduced hyperpigmentation and blotchiness for a brighter more radiant appearance 40 35 PROVEN AS EFFECTIVE AS 30 25 4 HYDROQUINONE 20 15 10 5 1 3 It then clusters together on the skin s surface forming visible hyperpigmentation such as brown spots freckles and dark patches 3 10 Exfoliants Glycolic acid and aminosulfonic acid blend Logo reflects U S market needs PAGE 106 La unch Mate rial For Consume r Example s Break up and remove melanin clusters on the skin s surface 0 SKIN TONE HYPERPIGMENTATION RADIANCE OVERALL SKIN APPEARANCE 80 multi ethnic male and female subjects with mild to moderate hyperpigmentation ranging in age from 25 60 were tested

Product Brochure 4 x 9 inches folded UV SPECTRUM BLOCKING CAPABILITIES Chemical sun filters stop UV OCTISALATE OCTOCRYLENE damage by absorbing UV rays Many of these chemicals can also absorb into the skin escalating the chance of irritation 10 2 x 22 9 cm four panel brochure AVOBENZONE PARSOL 1789 ECAMSULE MEXORYL TM SX UVA II SHORT Ultra sheer all physical paraben free mattifying sunscreen Ideal for all skin types even very sensitive Physical UV Defense SPF 30 CHEMICAL FILTERS PHYSICAL FILTERS UV SPECTRUM COVERAGE O C TISA L ATE description and OX Y BEN Z O N E BEN Z O P H EN O N E 3 290 NM 320 NM UVB 340 NM U VA I I SH O RT CO M M O N LY U S E D S U N F ILTE R S O C T I S A L AT E O C T I N OXAT E O C TO C RYL E N E E C A M S U L E M E XO RYL T M S X OXYB E N Z O N E B E N Z O P H E N O N E 3 AVO B E N Z O N E PA R S O L 1789 Problematic Oily Normal Phloretin CF never use sunscreen People can experience irritation or allergic reactions to certain chemical sun filters ANTIOXIDANTS C E Ferulic 2 M I C R O F I N E T I TA N I U M D I OXI D E T R A N S PA R E N T Z I N C OXI D E Z C OT E 400 NM U VA I LO N G skin condition chart information Moisturizing light daily sunscreen Ideal for individuals with limited UV exposure Water resistant and sweat resistant sunscreen Ideal for high energy outdoor activities M IC RO F IN E TITA N IU M D IOX ID E TRA N SPA REN T Z IN C OX ID E Z C OTE and regimen True broad spectrum protection requires combinations of sun filters that span the full UVA UVB spectrum Daily Sun Defense SPF 20 Sport UV Defense SPF 45 AVO BEN Z O N E PA RSO L 1 7 8 9 benefits of product To protect the skin against damaging UV rays everyone should use a broad spectrum sunscreen Moisturizing daily sunscreen Ideal for high altitudes and cold climates EC A M SU L E M EXO RY L TM SX RECO Change the answer on the brochure to People can experience allergic or photoallergic reactions to certain chemical sun filters CITE 90 Up to of visible changes commonly attributed to aging are caused by sun exposure Ultimate UV Defense SPF 30 O C TIN OX ATE O C TO C RY L EN E People can experience allergic or photoallergic reactions to certain chemical sun filters For all skin types even very sensitive Broad spectrum high UV protection Paraben free All physical moisturizing sunscreen Ideal for traumatized or post procedure skin C O MMO NLY U S ED S U N F I LT ER S Publication Skin Aging Article Second Annual Dermatology Issue Year 1998 Author Physicians Dr Gabriele Bogensberger MD and Dr Leslie Baumann MD ULTRA SHEER TEXTURE WITH NO CHEMICAL FILTERS Sheer Physical UV Defense SPF 50 UVA I LONG Includes I don t know how we traditionally cite articles but the information is as follows SHEER PHYSICAL UV DEFENSE SPF 50 Groundbreaking Physical sun filters protect by staying on top of the skin and absorbing and reflecting the sun s rays Traditionally these have left the skin with a white pasty look MICROFINE TITANIUM DIOXIDE TRANSPARENT ZINC OXIDE Z COTE UVB When used together SkinCeuticals sunscreens and antioxidants provide highly effective protection against UV induced photoaging and skin damage Find the ideal pairing for your skin type and lifestyle Serum 20 Serum 15 Dry Sensitive Why do Serum 10 Eye Gel C AHA 1 40 of people People dislike the heavy feel of certain sunscreens on their faces Source The Skin Cancer Foundation Source Wolfe Jonathan M D Practical Dermatology June 2008 2010 SKINCEUTICALS A L L R I G H T S R E S E R V E D W W W S K I N C E U T I C A L S C O M 8 0 0 8 1 1 1 6 6 0 INTRODUCING SHEER PHYSICAL UV DEFENSE SPF 50 This breakthrough light weight all physical sunscreen provides broad spectrum protection for all skin types even very sensitive FIRST TO MARKET TECHNOLOGY Transparent mattifying fluid Unique shake then apply action assures even distribution of active ingredients PROTECT PREVENT Even broad spectrum sunscreens only block up to 55 of the damaging free radicals created by UV exposure FEATURING THE ONLY TWO FDA APPROVED PHYSICAL SUN FILTERS Effectively formulated antioxidants can neutralize UVinduced free radicals generated even in protected skin 5 Zinc Oxide Z COTE BUT not all antioxidants are created equally The only broad spectrum sun filter that uniformly covers UVB and short and long UVA rays SkinCeuticals Antioxidant Authority since 1997 13 years of peer reviewed clinical results High SPF and high UVA protection Microfine zinc oxide coated with patented technology to generate a smooth transparent formulation Z COTE Paraben free Zinc oxide is also used as a skin protectant An Effective Antioxidant All physical proven broad spectrum sun filters 6 Titanium Dioxide Penetrates skin to neutralize free radicals and prevent oxidative damage HOW PHYSICAL FILTERS WORK Protects against UVB and short UVA rays Forms a protective barrier over the skin Reduces sunburn cells in UV irradiated skin by up to 90 DERMIS Also contains SUBCUTANEOUS LAYER Artemia Salina Helps prevent the formation of thymine dimers DNA mutations associated with skin cancer UVA UVB Physical filter EPIDERMIS fig1 shows how physical sun filters absorb and block UVA and UVB rays before they penetrate and damage the skin Increases skin defenses and resistance to UV and heat stress Protects collagen from UV damage Based on in vitro testing PAGE 107 ULTIMATE PROTECTION La unch Mate rial For Consume r Example s SkinCeuticals Prevents UV induced collagen breakdown Helps prevent UV induced reduction of Langerhans cells associated with skin s defense system Source Haywood R et al 2006 J Invest Dermatol 121 862 868 RY ERIAL MARKETI MAGE ING MAT OCTINOXATE OCTYL DIMETHYL PABA PADIMATE O FIND YOUR PERFECT PROTECT PREVENT PAIRING THERE ARE TWO TYPES OF SUN FILTERS OXYBENZONE BENZOPHENONE 3 SUNSCREENS COMMON SUNSCREEN INGREDIENTS

Postcard 4 x 6 inches 10 2 x 15 2 cm Even the best broad spectrum sunscreen only blocks up to 55 of damaging free radicals caused by UV exposure PROTECT PREVENT ULTIMATE PROTECTION Use a SkinCeuticals SUNSCREEN TO PROTECT your skin from damaging UV rays and an ANTIOXIDANT TO PREVENT free radical damage Ask your skincare professional about the ideal pairing for your skin type and lifestyle 2010 SKINCEUTICALS ALL RIGHTS RESERVED WWW SKINCEUTICALS COM 800 811 1660 Poster 16 x 20 inches MARKET ING MAT ERIAL 40 6 x 50 8 cm 16 x 24 inches Even the best broad spectrum sunscreen only blocks up to 55 of damaging free radicals caused by UV exposure 40 6 x 61 cm For ultimate coverage use a SkinCeuticals sunscreen to PROTECT your skin and an antioxidant to PREVENT free radical damage 2010 SKINCEUTICALS A L L R I G H T S R E S E R V E D W W W S K I N C E U T I C A L S C O M 8 0 0 8 1 1 1 6 6 0 PAGE 108 La unch Mate rial For Consume r Example s

Trade Show Banner 30 x 80 inches RY ERIAL MARKETI MAGE ING MAT 76 2 x 203 2 cm PAGE 109 La unch Mate rial For Consume r Example s

Product Stand 10 x 10 inches 25 4 x 25 4 cm Logo reflects U S MARKET ING MAT ERIAL market needs PAGE 110 La unch Mate rial For Consume r Example s

Sample Holder 3 5 x 3 5 inches 8 9 x 8 9 cm Logo reflects U S RY ERIAL MARKETI MAGE ING MAT market needs PAGE 111 La unch Mate rial For Consume r Example s

LAUNCH MATERIAL FOR ACCOUNTS Launch pieces created for the account are intended to generate excitement for the new product being launched as well as to educate the account on the specific details of that product Usually there is a launch promotion MARKET ING MAT ERIAL offered to accounts to increase sell through These pieces are designed to generate excitement among our accounts PAGE 112 La unch Mate rial For A ccounts

RY ERIAL MARKETI MAGE ING MAT Lead Kit 9 25 x 12 inches Custom folder with brand overview PAGE 113 La unch Mate rial For A ccounts Examples

PLACE YOUR ORDER TODAY CONTACT YOUR SKINCEUTICALS ACCOUNT EXECUTIVE OR CUSTOMER SERVICE email customerservice skinceuticals com fax 972 926 2950 call 800 811 1660 MARKETING SUPPORT Featured collateral Introducing SHEER PHYSICAL UV DEFENSE SPF 50 ULTRA SHEER TEXTURE NO CHEMICAL FILTERS PRODUCT STAND DELUXE S AMP LE HOLDER CONSUM ER BROCHURE Size 50 ml SKU 37700 Wholesale Cost 15 00 SRP 30 00 INTRODUCTORY OFFERS EDUCATE LEV EL 1 Continue to teach your patients and clients the importance of using both a sunscreen and an antioxidant PURCHASE RECEIVE PROTECT 6 retail units of Sheer Physical UV Defense SPF 50 6 retail units of any Sunscreen 1 retail unit of Sheer Physical UV Defense SPF 50 1 retail unit of any Antioxidant Serum PREVENT 12 retail units of any Antioxidant Serum 1 Summer Sun Product Stand your skin from damaging UV rays with a SkinCeuticals broad spectrum sunscreen free radical damage with a SkinCeuticals effectively formulated antioxidant Discuss the comprehensive SkinCeuticals offering of antioxidants and sunscreens including NEW SHEER PHYSICAL UV DEFENSE SPF 50 Wholesale Cost 705 00 minimum PROTECT Value 177 00 16 L EV EL 2 MARKET ING MAT ERIAL Use both a sunscreen and an antioxidant serum daily for ultimate coverage against UV rays PURCHASE RECEIVE 12 retail units of Sheer Physical UV Defense SPF 50 18 retail units of any Sunscreen 3 retail units of Sheer Physical UV Defense SPF 50 3 retail units of any Antioxidant Serum 30 retail units of any Antioxidant Serum 54 C E Ferulic samples Wholesale Cost 1 773 00 minimum 54 Deluxe Sample Holders 1 Summer Sun Product Stand 75 Consumer Brochures Value 665 00 24 PREVENT ULTIMATE PROTECTION GUIDELINES Participation in this introductory offer is limited to one offer per account location All items must be ordered in quantities of three All orders including Phloretin CF will ship via Ground delivery Additional discounts staff order pricing buybacks and business building credit are not applicable to this promotion Eye Gel excluded Based on average order size 2010 SKINCEUTICALS A L L R I G H T S R E S E R V E D W W W S K I N C E U T I C A L S C O M 8 0 0 8 1 1 1 6 6 0 Sheer Physical UV Defense offer sheet 8 5 x 11 inches 21 6 x 27 9 cm PAGE 114 La unch Mate rial For A ccounts Examples

C E FERULIC PREVENT A P P L I C AT I O N Once daily using fingertips apply 4 5 drops of C E Ferulic to face neck and chest C E FERULIC IS A REVOLUTIONARY TOPICAL ANTIOXIDANT COMBINATION THAT PROVIDES UNPRECEDENTED 8 TIMES THE SKIN S NATURAL PHOTOAGING PROTECTION CULMINATING MORE THAN 10 YEARS RESEARCH AND TESTING THIS LATEST PRODUCT LINKS ANTIOXIDANT BREAKTHROUGH CONTAINS THE ORIGINAL POTENT FORMULATION OF Hydrating B 5 Gel 15 PURE L ASCORBIC ACID AND 1 ALPHA TOCOPHEROL HOWEVER THE ADDITION Phyto or Phyto Corrective Gel OF FERULIC ACID A PLANT BASED ANTIOXIDANT HAS TRANSFORMED THE all SkinCeuticals sunblocks FORMULA DOUBLING PERFORMANCE OF THE ALREADY POWERFUL COMBINATION THIS SYNERGISTIC FORMULATION PROVIDES UNMATCHED PROTECTION AGAINST UV V I TA M I N S C E KEY INGREDIENTS INDUCED ERYTHEMA FREE RADICAL FORMATION AND CELLULAR DAMAGE THAT RESULTS IN PREMATURE SKIN AGING DAILY APPLICATION OF THIS CUTTING EDGE SERUM ALONG WITH THE USE OF A BROAD SPECTRUM SUNBLOCK OFFERS ULTIMATE L A S C O R B I C A C I D V I TA M I N C PROTECTION FROM UV LIGHT AND ASSOCIATED SKIN DAMAGE the body s most important water soluble antioxidants FERULIC ACID This graph shows enhanced levels of antioxidant protection provided when combining ferulic acid with vitamins C and E The combination provides eightfold protection against UV radiation compared to fourfold protection provided by vitamins C and E together and twofold protection provided by vitamin C or E alone inhibits UVA and UVB radiation induced damage 45 promotes collagen synthesis 40 96 percent reduction of sunburn cells in UV irradiated skin anti inflammatory properties 35 prevention of thymine dimers DNA mutations associated with the formation of skin cancer A L P H A TO C O P H E R O L V I TA M I N E the body s most important lipid or fat soluable antioxidant F E AT U R E S A N D B E N E F I T S R E TA I L S I Z E Synergistic Antioxidant Combination Optimized Formulation Size provides significantly better results than any one antioxidant alone Wholesale enhances protection against damaging UVA UVB rays to better prevent premature signs of aging Suggested Retail with significant antioxidant functions especially in cell 30 ml membranes and lipoproteins 61 00 photoprotective capabilities 122 00 SKU 26300 properly formulated with optimal concentrations at precise pH to ensure absorption and maximize performance suppresses radiation induced oxidative reactions PROFESSIONAL SIZE Size SKU dry or sensitive skin Poor skin elasticity Wholesale erythema acts synergistically with other antioxidants improving their 60 ml 26302 68 00 hyperpigmentation beginning 30 days before and or 7 10 days after invasive or non invasive procedures 4 6 potency absorbs UV approved sunscreen in Japan 8 10 xMED CONTROL VEHICLE FER ACID C E C E FER ACID 40 35 30 COLORIMITER a radical and nitric oxide neutralizes free radicals provides photoprotection and provides anti inflammatory effects photoaged or photodamaged skin 2 This graph shows the enumeration of sunburn cells in combination antioxidant treated skin and vehicle treated skin Ferulic acid combined with vitamins C and E prevent significantly more sunburn cells than C E even at 10 doses of radiation neutralizes free radicals known as superoxide hydroxyl 0 5 Ferulic Acid U S A G E R E C O M M E N D AT I O N S 0 ubiquitous plant antioxidant neutralizes free radicals provides photoprotection and aids in the healing process 15 5 FERULIC ACID 1 Alpha Tocopherol 20 radical damage anti inflammatory properties neutralizes free radicals provides photoprotection and stimulates collagen synthesis 25 10 helps to protect the cellular membrane from free improves the skin s water binding abilities 15 L Ascorbic Acid SBC MM SKIN 30 enhanced vitamin performance and better stability with addition of ferulic acid while stimulating collagen production to diminish the appearance of photodamage CONTROL VEHICLE FER ACID C E C E FER ACID RY ERIAL MARKETI MAGE ING MAT photoprotective capabilities eight fold protection and unprecedented anti aging benefits T H E L AT E S T R E S E A R C H S H O W S 25 20 15 10 anti inflammatory properties 5 easily absorbed by the skin 0 2 4 6 8 10 xMED protocols Soothing treatment Regenerating Facial Reconditioning and Firming Treatment Hand and This graph shows colorimeter readings of erythema generated in antioxidant and vehicle treated skin by UVR Ferulic acid combined with vitamins C and E prevent erythema significantly better than C E even at 8 doses of radiation Foot Rejuvenation N OT E S Sell Sheet 8 5 x 11 inches 21 6 x 27 9 cm PAGE 115 La unch Mate rial For A ccounts Examples

POP MATERIALS SkinCeuticals offers a variety of merchandising materials to enhance the product area of our professional accounts and their space Elements include a variety of signage and branded graphic holders used to feature MARKET ING MAT ERIAL new product launches and promotions SkinCeuticals offers a variety of material to help brand our accounts PAGE 116 P O P Mate rials

Brand Sign 16 x 4 inches 40 6 x 10 2 cm Logo reflects U S market needs Branded Shelf Base 16 x 8 inches 40 6 x 20 4 cm Logo reflects U S RY ERIAL MARKETI MAGE ING MAT market needs PAGE 117 P O P Mate rial Example s

Display Cube 10 x 10 x 10 inches 25 4 x 25 4 x 25 4 cm Logo reflects U S market needs Example of cube with MARKET ING MAT ERIAL products displayed Logo reflects U S market needs PAGE 118 P O P Material Example s

Counter Card 8 x 10 inches Even the best broad spectrum INTRODUCING 20 3 x 25 4 cm PIGMENT REGULATOR sunscreen only blocks up to 55 of damaging free radicals caused by UV exposure SMARTER HEALTHIER BETTER PROVEN AS EFFECTIVE AS 4 HYDROQUINONE This powerful daily use skin brightener is clinically proven to lighten and prevent hyperpigmentation for a brighter more radiant appearance BEFOR E TR EATMENT AFTER 8 WEEKS 20 0 9 S KIN CEUTICA L S A L L R IGHTS R ES ER VED W W W S KIN CEUTICA L S COM 8 0 0 8 1 1 1 6 6 0 2010 SKINCEUTICALS A L L R I G H T S R E S E R V E D W W W S K I N C E U T I C A L S C O M 8 0 0 8 1 1 1 6 6 0 RY ERIAL MARKETI MAGE ING MAT Example of Counter For ultimate coverage use a SkinCeuticals sunscreen to PROTECT your skin and an antioxidant to PREVENT free radical damage Card Construction PAGE 119 P O P Mate rial Example s

Acrylic Graphic Frame 8 x 8 x 1 inches 20 3 x 20 3 x 2 54 cm 4 x 7 x 1 inches 10 2 x 17 8 x 2 25 cm INTRODUCING PIGMENT REGULATOR MARKET ING MAT ERIAL SMARTER HEALTHIER BETTER PROVEN AS EFFECTIVE AS PIGMENT REGULATOR SMARTER HEALTHIER BETTER PROVEN AS EFFECTIVE AS 4 HYDROQUINONE This powerful daily use skin brightener is clinically proven to lighten and prevent hyperpigmentation for a brighter more radiant appearance BEF OR E TR EATMENT 2009 SKINCEUTICALS INTRODUCING 4 HYDROQUINONE A F TER 8 W EEKS ALL RIGHTS RESERVED WWW SKINCEUTICALS COM 800 811 1660 2010 SKINCEUTICALS ALL RIGHTS RESERVED WWW SKINCEUTICALS COM 800 811 1660 S KINCEUT IC ALS Even the best broad spectrum sunscreen only blocks up to 55 of damaging free radicals caused by UV exposure SHEER PHYSICAL UV DEFENSE SPF 50 Groundbreaking ULTRA SHEER TEXTURE WITH NO CHEMICAL FILTERS For ultimate coverage use a SkinCeuticals sunscreen to PROTECT your skin and an antioxidant to PREVENT free radical damage 2010 SKINCEUTICALS PAGE 120 ALL RIGHTS RESERVED WWW SKINCEUTICALS COM 800 811 1660 P O P Mate rial Example s 2010 SKINCEUTICALS ALL RIGHTS RESERVED WWW SKINCEUTICALS COM 800 811 1660

Examples of printed graphics in acrylic holders Logo reflects U S RY ERIAL MARKETI MAGE ING MAT market needs PAGE 121 P O P Mate rial Example s

PROMOTIONAL MARKETING MATERIALS SkinCeuticals offers one promotion per quarter Each highlights a core message focusing on education not discounts After determining the appropriate message a promotional package is built around the messaging with supporting products to help deliver it At times a small discount may be included while at other times a special POP piece may be the giveaway Quarterly promotions can vary per country in terms of MARKET ING MAT ERIAL the specific package and timing but the messages must align with the educational focus for that year Our promotional philosophy focuses on education not discounts PAGE 122 Promot ion al Mark e tin g Material

Graphic for 8 x 8 Acrylic Frame ULTIMATE SKIN PROTECTION Antioxidants working from the inside sunscreens working from the outside IS YOUR SKIN PROTECTED INSIDE OUT 2009 SKINCEUTICALS A L L R I G H T S R E S E R V E D W W W S K I N C E U T I C A L S C O M 8 0 0 8 1 1 1 6 6 0 RY ERIAL MARKETI MAGE ING MAT Counter Card ULTIMATE SKIN PROTECTION Antioxidants working from the inside sunscreens working from the outside When used together daily SkinCeuticals topical antioxidants AND broad spectrum sunscreens provide ultimate protection INSIDE and OUT against UV induced photoaging and skin cancer IS YOUR SKIN PROTECTED INSIDE OUT 2009 SKINCEUTICALS A L L R I G H T S R E S E R V E D W W W S K I N C E U T I C A L S C O M 8 0 0 8 1 1 1 6 6 0 PAGE 123 Promot ion al Mark e tin g Material Example s

JOHN S M ITH GENERAL MANAGER SK I NCE UTI CA LS 575 Fifth Avenue New York New York 10017 212 885 0000 jsmith skinceuticals com MARKET ING MAT ERIAL E mail Signature Launch Sheet PROMOTIONAL OFFER Front and back with Contact your SkinCeuticals skincare representative for details SAVE by offering your patients clients ultimate INSIDE OUT protection against UV damage inside out sticker PROMOTING INSIDE OUT PROTECTION IN YOUR BUSINESS ULTIMATE SKIN PROTECTION Antioxidants working from the inside sunscreens working from the outside Teach your patients clients about INSIDE OUT protection Recommend a SkinCeuticals antioxidant and sunscreen to everyone Host skincare clinics and offer complimentary skin evaluations Use SkinCeuticals recommendation pads to personalize comprehensive regimens Encourage annual skin cancer screenings especially in May Melanoma Awareness Month MARKETING SUPPORT Check out MarketSource for new INSIDE OUT collateral When used together daily SkinCeuticals topical antioxidants AND broad spectrum sunscreens provide ultimate protection INSIDE and OUT against skin cancer and UV induced photoaging ULTIMATE SKIN PROTECTION Antioxidants working from the inside sunscreens working from the outside IS YOUR SKIN PROTECTED INSIDE OUT WHEN USED TOGETHER DAILY SKINCEUTICALS TOPICAL ANTIOXIDANTS AND BROAD SPECTRUM SUNSCREENS PROVIDE ULTIMATE PROTECTION INSIDE AND OUT AGAINST SKIN CANCER AND UV INDUCED PHOTOAGING ULTIMATE SKIN PROTECTION Antioxidants working from the inside sunscreens working from the outside POSTCARDS Advise your patients clients on their ideal INSIDE OUT protection When used together daily SkinCeuticals topical antioxidants AND broad spectrum sunscreens provide ultimate protection INSIDE and OUT against skin cancer and UV induced photoaging P R EV EN TI ON SkinCeuticals antioxidant serums are formulated at high concentrations and a low pH to effectively get into skin and neutralize UV induced free radicals from the INSIDE P R OTEC TI ON SkinCeuticals sunscreens are formulated with combinations of photostable sun filters that span the full UVA UVB spectrum to provide true broad spectrum protection on the OUTSIDE ULTIMATE SKIN PROTECTION Antioxidants working from the inside sunscreens working from the outside When used together daily SkinCeuticals topical antioxidants AND broad spectrum sunscreens provide ultimate protection INSIDE and OUT against skin cancer and UV induced photoaging INSIDE PREVENTION ANTIOXIDANTS OUTSIDE PROTECTION SUNSCREENS Phloretin CF Advanced environmental protection and pigment regulation for oily problematic and normal skin types Active UV Defense SPF 15 Water sweat resistant daily sunscreen ideal for active individuals with intermittent UV exposure C E Ferulic Advanced environmental protection and collagen synthesis stimulation for dry combination and normal skin types Daily Sun Defense SPF 20 Moisturizing light daily sunscreen ideal for individuals with limited UV exposure Serum 20 Enhanced environmental protection from maximum vitamin C concentration for normal to oily skin types Serum 15 Environmental protection for all but the most sensitive skin types Serum 10 Environmental protection for all skin types especially sensitive skin Eye Gel Environmental protection for the delicate skin around the eye area HANDOUT CARDS POSTER SKINCEUTICALS SUNSCREENS IN THE MEDIA Halle Berry loves SkinCeuticals sunblock it hydrates and protects Ultimate UV Defense SPF 30 Moisturizing daily sunscreen ideal for high altitudes and cold climates Physical UV Defense SPF 30 All physical non chemical sunscreen ideal for traumatized or post procedure skin Sport UV Defense SPF 45 Waterproof and sweat proof sunscreen ideal for high energy outdoor activities C AHA Environmental protection and exfoliation for problematic oily and normal skin types PAGE 124 IS YOUR SKIN PROTECTED INSIDE OUT Promot ion al Mark e tin g Material Example s ULTIMATE SKIN PROTECTION Antioxidants working from the inside sunscreens working from the outside When used together daily SkinCeuticals topical antioxidants AND broad spectrum sunscreens provide ultimate protection INSIDE and OUT against skin cancer and UV induced photoaging OK Magazine March 30 2009 ACTIVE UV DEFENSE IN OK MAGAZINE MARCH 30 2009 ACTIVE UV DEFENSE IN GOOD HOUSEKEEPING APRIL 2009 DAILY SUN DEFENSE IN O THE OPRAH MAGAZINE APRIL 2009 PHYSICAL UV DEFENSE IN NEW BEAUTY SPRING 2009 IS YOUR SKIN PROTECTED INSIDE OUT COUNTER CARD MEDIA COUNTER CARD Order online through the Professional link on www skinceuticals com Earn 1 in SkinCeuticals product credit for every 2 spent on MarketSource

Postcard front and back When used together daily SkinCeuticals topical antioxidants AND broad spectrum sunscreens provide ultimate protection INSIDE and OUT against skin cancer and UV induced photoaging IS YOUR SKIN PROTECTED INSIDE OUT ULTIMATE SKIN PROTECTION Antioxidants working from the inside sunscreens working from the outside 2009 SKINCEUTICALS A L L R I G H T S R E S E R V E D W W W S K I N C E U T I C A L S C O M 8 0 0 8 1 1 1 6 6 0 Brochure The Facts about Photoaging and Skin Cancer FIND YOUR IDEAL PROTECTION Consult your skincare professional to find the ideal SkinCeuticals antioxidant and sunscreen combination for your skin type and lifestyle When used together antioxidants and sunscreens provide the best possible INSIDE OUT protection against photoaging 90 of visible photoaging is due to exposure to UV radiation from the sun One in five Americans will develop skin cancer in their lifetime One person dies every hour from skin cancer Phloretin CF Advanced environmental protection and pigment regulation Oily problematic and normal skin types There are more new cases of skin cancer annually than breast prostate lung and colon cancers combined Active UV Defense SPF 15 Water sweat resistant daily sunscreen Active individuals with intermittent UV exposure C E Ferulic Advanced environmental protection and pigment regulation Dry combination and normal skin types 90 of non melanoma skin cancers are linked with exposure to UV radiation from the sun Daily Sun Defense SPF 20 Serum 20 Skin Cancer Facts Skincancer org 2008 March 23 2009 Moisturizing light daily sunscreen Individuals with limited UV exposure Maximum vitamin C concentration for enhanced environmental protection Normal to oily skin types What can you do about it RY ERIAL MARKETI MAGE ING MAT front and back Serum 15 Ultimate UV Defense SPF 30 Environmental protection All but the most sensitive skin types Use a SkinCeuticals topical antioxidant daily to penetrate the skin and neutralize free radical damage from the INSIDE ULTIMATE SKIN PROTECTION Antioxidants working from the inside sunscreens working from the outside Moisturizing daily sunscreen Ideal for high altitudes and cold climates Serum 10 Environmental protection All skin types especially sensitive skin Physical UV Defense SPF 30 All physical non chemical sunscreen Ideal for traumatized or post procedure skin Eye Gel Environmental protection For the delicate skin around the eye area Use a SkinCeuticals broad spectrum sunscreen daily to block and absorb UVA UVB rays on the OUTSIDE of the skin Sport UV Defense SPF 45 Waterproof and sweat proof sunscreen Ideal for high energy outdoor activities C AHA Environmental protection and exfoliation Problematic oily and normal skin types 2009 SKINCEUTICALS A L L R I G H T S R E S E R V E D W W W S K I N C E U T I C A L S C O M 8 0 0 8 1 1 1 6 6 0 So what does PREVENTION PROTECTION We all know that it is essential to use a true broad spectrum sunscreen daily to block damaging UV radiation from the OUTSIDE Unlike antioxidants which must get into skin for maximum efficacy safe and effective sunscreens do their work on top of the skin not by penetrating it True broad spectrum sunscreens are designed to work by blocking and absorbing damaging UVA UVB rays on the OUTSIDE of the skin BUT DID YOU KNOW that even the best broad spectrum sunscreen can only block up to 55 of the damaging free radicals created by UV exposure Help prevent the damage that leads to skin cancer Diminish age spots and other forms of hyperpigmentation Prevent and reduce fine lines and wrinkles Reduce skin laxity Restore radiance and greatly improve the overall health of your skin Haywood R et al 2003 J Invest Dermatol 121 862 868 It is vital to use an effective topical antioxidant daily to neutralize the remaining UV induced free radicals from the INSIDE protection mean for you Daily use of both a SkinCeuticals topical antioxidant to prevent damage from the INSIDE and a broad spectrum sunscreen to protect from the OUTSIDE will INSIDE SkinCeuticals sunscreens provide true broad spectrum protection by using combinations of photostable sun filters that span the full UVA UVB spectrum OUT SKINCEU TICAL S SU N FILTERS Not all antioxidants are the same Powerful Results In a controlled 20 week clinical study daily use of 4th generation antioxidant Phloretin CF and Active UV Defense SPF 15 showed rapid correction in visible signs of photodamage U V SPECTRU M COV ERAGE O CTI SAL ATE OCTI N OX ATE SKINCEUTICALS ANTIOXIDANT PIONEERS SINCE 1997 Peer reviewed clinical test results show that SkinCeuticals topical antioxidants Effectively get into skin unlike most other formulations Combat damage from the INSIDE Prevent the formation of DNA mutations that are the primary cause of skin cancer Prevent UV induced damage to the body s immune system in skin Neutralize free radicals to prevent oxidative damage Reduce sunburn cells in UV irradiated skin by up to 90 Prevent UV induced collagen breakdown PAGE 125 BEFORE AFTER 16 WEEKS BEFORE AFTER 16 WEEKS O CTO CRYL EN E PATIENT 1 ECAM SUL E M EXO RYL TM SX PATIENT 2 AVO BEN ZO N E PARSO L 1789 M I CROFI N E TI TAN I UM D I OX I D E TRAN SPAREN T ZI N C OX I D E Z COTE 290 NM 320 NM UVB 340 NM 400 NM UVA II UVA I S HORT LON G BUT LET S FACE FACTS the most effective broad spectrum sunscreen is one that you wear daily That is why SkinCeuticals offers a variety of cosmetically elegant textures to suit every need Promot ion al Mark e tin g Material Example s Observations Reduction of erythema redness and hyperpigmentation Observations Improvement in the appearance of wrinkles

Poster 16 x 20 inches 40 6 x 50 8 cm MARKET ING MAT ERIAL ULTIMATE SKIN PROTECTION Antioxidants working from the inside sunscreens working from the outside When used together daily SkinCeuticals topical antioxidants AND broad spectrum sunscreens provide ultimate protection INSIDE and OUT against skin cancer and UV induced photoaging IS YOUR SKIN PROTECTED INSIDE OUT PAGE 126 Promot ion al Mark e tin g Material Example s

Inside Out Sticker on product PROTECT PROTECT PROTECT Pair with a SkinCeuticals antioxidant for Pair with a SkinCeuticals antioxidant for Pair with a SkinCeuticals antioxidant for PROTECTION PROTECTION PROTECTION PROTECT PROTECT Pair with a SkinCeuticals antioxidant for PROTECTION DAILY SUN DEFENSE ULTIMATE UV DEFENSE PHYSICAL UV DEFENSE SPF 20 SPF 30 SPF 30 MOISTURIZING BROAD SPECTRUM UVA UVB SUNBLOCK WITH TRANSPARENT ZINC OXIDE Z Cote MOISTURIZING BROAD SPECTRUM UVA UVB SUNBLOCK WITH TRANSPARENT ZINC OXIDE Z Cote DELICATE CARE BROAD SPECTRUM UVA UVB SUNBLOCK WITH TRANSPARENT TITANIUM DIOXIDE AND ZINC OXIDE Z Cote SPORT UV DEFENSE Pair with a SkinCeuticals antioxidant for PROTECTION ACTIVE UV DEFENSE SPF 45 SPF 15 ACTIVE USE BROAD SPECTRUM UVA UVB SUNBLOCK WITH TRANSPARENT ZINC OXIDE Z Cote UVA UVB PROTECTION WITH MEXORYL SX ECAMSULE WATERPROOF SWEATPROOF net 90 ml 3 fl oz PAGE 127 net 90 ml 3 fl oz net 90 ml 3 fl oz Promot ion al Mark e tin g Material Example s net 90 ml 3 fl oz 100g 3 4oz RY ERIAL MARKETI MAGE ING MAT Example of sticker

CHAPTER 4 TRADE ADVERTISING

TRADE ADVERTISING SkinCeuticals advertises in professional trade publications and medical journals not consumer magazines Countries should resize ads provided in templates to fit publication specifications while maintaining the layout integrity as shown in the following pages Consumer advertising and T RADE ADVERT ISING advertorials must be approved by Global Marketing We advertise in medical journals and trade publications not consumer magazines HEADLINES SHOULD NEVER BE smaller than twice the size of body text larger than 124 pts on US letterhead or A4 more than four lines BODY TEXT SHOULD NEVER BE smaller than 8 pts on US letterhead or A4 For more on Typography see section on page 66 PAGE 130 Tra d e A dve rtising In troduction

T RADE ADVERT ISING PAGE 131 Tra d e A dve rtising Example

BRAND AD TEMPLATE 8 5 x 12 inches Logo size is based 21 6 x 30 5 cm on the full width of Ads_Brand indd A D V A N C E D P R O F E S S I O N A L S K I N C A R E Image is T RADE ADVERT ISING interchangeable Headline SCIENCE BACKED Futura Light cap 35 60 and 17 pts SKINCARE Sub headline Futura Light and ISN T A MYTH medium 14 pts REAL SCIENCE MEANS REAL RESULTS URL and Telephone Futura Light and SKINCEUTICALS ANTIOXIDANT AUTHORITY pioneers of preventive and corrective formulas for beautiful healthy skin Medium 7 33 pts Copyright Futura Light cap 5 pts Austria www skinceuticals de Dubai 971 4 8064 851 France www skinceuticals fr Germany www skinceuticals de Italy www skinceuticals it Poland www skinceuticals pl Russia 78 800 700 4007 Spain www skinceuticals es Turkey 90 212 317 33 06 United Kingdom www skinbrands co uk spaced at 200 Secondary Logo Logo size is based on half the width of the X axis center axis PAGE 132 Tra d e A dve rtising Example the X axis

PRODUCT AD Primary logo TEMPLATE Logo size is based 8 5 x 12 inches on full width of 21 6 x 30 5 cm Ads_Product indd A D V A N C E D P R O F E S S I O N A L S K I N C A R E the X axis headline Futura Light cap16 pts Futura Light cap 46 pts DEFINING A NEW CLASS Futura Bold cap 56 pts sub headline Futura Book cap 29 pts Futura Light italic URL and Telephone Futura Light and Medium 8 pts Copyright Futura Light cap 5 pts spaced at 200 Secondary Logo Logo size is based Captions on half the width of Futura Medium 10 pts the X axis Tag Line Futura Light and France www skinceuticals fr Italy www skinceuticals it Germany www skinceuticals de Spain www skinceuticals es Austria www skinceuticals de United Kingdom www skinbrands co uk Poland www skinceuticals pl Dubai 971 4 8064 851 Russia 8 800 700 4007 Turkey 90 212 317 33 06 2009 SKINCEUTICALS ALL RIGHTS RESERVED PAGE 133 Tra d e A dve rtising Example Medium 17 pts T RADE ADVERT ISING 21 5 pts

BRAND LAUNCH AD TEMPLATE 8 5 x 11 inches 21 6 x 27 9 cm Visually center text and image block on X axis Ads_BrandLaunch indd SKINCARE EVOLUTION TECHNOLOGY REVOLUTION T RADE ADVERT ISING Images shown should reflect the merchandising imagery shown on page on page 147 Ten years ago in the US SkinCeuticals began a revolution in the skincare industry with the introduction of an advanced professional line of products incorporating high performance technology optimized to prevent and treat the signs of natural and environmental skin aging Available in Europe today our skincare products enhance in office procedures and are recommended by the best skin experts from dermatology plastic surgery medicalized spas and premium institutes OUR TECHNOLOGY IS REVOLUTIONARY BUT OUR PROMISE IS SIMPLE PROVIDE QUALITY PRODUCTS BACKED BY SCIENCE Text is centered on Y axis and aligned with logo Headline Futura Light 36 43 pts Body text Futura Light 10 12 pts Sub headline Futura Light cap 15 18 pts Logo size is based on half the width of the X axis Right side of icon is positioned on X axis center axis PAGE 134 Tra d e A dve rtising Example

SPREAD TEMPLATE 18 x 9 inches 45 7 x 22 9 cm Ads_Spread indd T RADE ADVERT ISING Even the best broad spectrum sunscreen can only block up to 55 of damaging free radicals created by UV exposure It is imperative to augment your daily protection with a topical antioxidant skin s best defense against signs of aging and damage For proven results trust the award winning formulas from the ANTIOXIDANT AUTHORITY Austria www skinceuticals de Dubai 971 4 8064 851 France www skinceuticals fr Germany www skinceuticals de Italy www skinceuticals it Poland www skinceuticals pl Russia 78 800 700 4007 Spain www skinceuticals es Turkey 90 212 317 33 06 United Kingdom www skinbrands co uk A D V A N C E D P R O F E S S I O N A L S K I N C A R E Image is Copyright URL and Telephone Sub Headline Headline interchangeable Futura Light cap 5 pts Futura Light and Futura Light and Futura Light 74 69 pts spaced at 200 Medium 8 pts Medium 19 23 pts PAGE 135 Tra d e A dve rtising Example

CO OP ADVERTISING Co op advertising helps SkinCeuticals clients grow their practices and build brand awareness The co op advertising program includes the use of pre designed advertisements and reimbursement in product of ad placement based on order history The advertisement published must be a pre developed SkinCeuticals ad and must be approved by the local T RADE ADVERT ISING SkinCeuticals Marketing team before being published Templates for these co op ads will be provided by Global Marketing Countries will translate and produce locally Co op advertising can help clients grow their practices and build brand awareness PAGE 136 Co O p A dvertising

PRODUCT AD TEMPLATE Headline 5 x 7 inches 12 7 x 17 8 cm Coop_vertical indd Futura Light cap INTRODUCING A G E INTERRUPTER FIGHTING AGE AT ITS ROOT GLYCATION This multi faceted mature skin treatment helps reverse erosion of elasticity and firmness caused by advanced glycation end products A G E the seeds of intrinsic aging 30 pts Sub headline Futura Bold cap 11 pts Body text 10 5 13 pts Image is Perfect square T RADE ADVERT ISING interchangeable A D V A N C E D Partner logo to be contained to blue area only PAGE 137 P R O F E S S I O N A L S K I N C A R E SPACE AVA I L A BL E L I N E S AVA I L A BL E F O R PART N E R LOG O F OR PA RT N E R A DDR E S S O R C OP Y P HON E N U M BE R W E BS I T E Co O p A dvertising Example SkinCeuticals tick marks in PMS 633

PRODUCT AD TEMPLATE 5 x 7 inches 12 7 x 17 8 cm Square image is Space in between is a Square Coop_horizontal indd interchangeable quarter of the icon height PMS 633 INTRODUCING A G E INTERRUPTER FIGHTING AGE AT ITS ROOT GLYCATION T RADE ADVERT ISING This multi faceted mature skin treatment helps reverse erosion of elasticity and firmness caused by advanced glycation end products A G E the seeds of intrinsic aging SPACE AVAILABLE FOR PARTNER LOGO OR COPY TWO LINES AVAILABLE FOR PARTNER ADDRESS PHONE NUMBER WEBSITE Logo centered in Body text Headline SkinCeuticals tick remaining space Futura Medium Futura Medium cap marks in PMS 633 SkinCeuticals blue 8 pts 14 pts PAGE 138 Co O p A dvertising Example

PRODUCT AD TEMPLATE 3 x 5 inches 17 8 x 7 6 cm Coop_vertical_sm indd Q U A L I TQ Y U A L I T Y P R O D U C TPSR O D U C T S P R O D U C TPSR O D U C T S PMS 633 B A C K E D BBYA C K E D B Y B A C K E D BBYA C K E D B Y S C I E N CSEC I E N C E S C I E N C SE C I E N C E When printing in Space in between greyscale use 20 is a quarter of the 40 and 60 of icon height The SkinCeuticals The SkinCeuticals line of advanced line of advanced skincare products skincare products The SkinCeuticals The SkinCeuticals line of advanced line of advanced skincare products skincare products is is SkinCeuticals designed isto designed to future prevent future designed is to designed to future prevent future prevent prevent protect damage protect healthy skin and healthy skin and correct current correct current damage protect damage protect healthy skin and healthy skin and damage damage Primary blue damage damage correct current correct current damage SPACE AVAILABLE SPACE AVAILABLE FOR PARTNER LOGO FOR PARTNER LOGO OR COPY OR COPY SPACE AVAILABLESPACE AVAILABLE FOR PARTNER LOGO FOR PARTNER LOGO OR COPY OR COPY TWO LINES AVAILABLE FOR PARTNER ADDRESS TWO LINES AVAILABLE FOR PARTNER ADDRESS PHONE NUMBER PHONE WEBSITE NUMBER WEBSITE TWO LINES AVAILABLE FOR PARTNER ADDRESS TWO LINES AVAILABLE FOR PARTNER ADDRESS PHONE NUMBER PHONE WEBSITE NUMBER WEBSITE PAGE 139 Co O p A dvertising Example black to replace blue shades T RADE ADVERT ISING Q U A L I TQY U A L I T Y Square

CHAPTER 5 BRANDED ENVIRONMENTS AND MERCHANDISING

MEDICAL AND PROFESSIONAL ENVIRONMENTS SkinCeuticals provides high resolution branded photography that can be printed in large format to enhance the environments and brand the space within our channels of distribution It is important to maintain brand integrity by either cropping these images square or adding BRANDED ENVIRO NMENT S a logo bar to the top and bottom of the image to create a square When walls are darker light images should be used When walls are white images with more color are preferable 1 Dark and light square photographs on a blue wall 2 Black merchandising to contrast white setting 3 Light images on dark wall 4 White walls with light blue accents and images with branded black bar PAGE 142 Med ica l and Profe ssional En vironmen ts

2 3 4 PAGE 143 E x a mp les of Images RY NMENT S BRANDEDI MAGE ENVIRO 1

P H A R M A C Y A N D R E TA I L E N V I R O N M E N T Since pharmacies are not the primary channel of distribution and are not as medical in nature as physician offices it is imperative that the seriousness and medical heritage of the brand be conveyed visually SkinCeuticals normally relies on white as a primary color but within this BRANDED ENVIRO NMENT S particular environment where the color white is dominant SkinCeuticals utilizes black as it s primary color in order to differentiate itself from the other skincare brands represented in these spaces Use black in pharmacy environments to differentiate from competition PAGE 144 Pha rma cy an d Re tail En vironmen t

RY NMENT S BRANDEDI MAGE ENVIRO PAGE 145 Pha rma cy and Re tail En vironmen t

SUGGESTED FIVE SHELF PLANOGRAMS Five shelf planograms are offered to ensure optimal placement and order of product for a variety of different spaces scenarios and product offerings These planograms are channel specific depending on whether it BRANDED ENVIRO NMENT S is medical professional medical retail or non medical professional Planograms are offered to ensure optimal placement and order of product Order of Visual Priority 1 Brand Statement 2 AOX Visual 3 Professional Visual 4 New Product Visual 5 Brand Philosophy PAGE 146 5 Shelf Planogram

AOX Visual Prevent and Protect Antioxidants category on prime shelf C E Ferulic and Phloretin CF Brand Statement Tester merchandising version with blue in background New Product Visual Correct category New product with many skus communication Brand Philosophy Correct category Prevent Protect with many skus Correct Categories Professional Visual Cleanse and Moisture Aspirational image of a on the least prime shelf medical spa environment PAGE 147 Sug g est ed Planogram RY NMENT S BRANDEDI MAGE ENVIRO Brand Statement

SUGGESTED FOUR SHELF PLANOGRAMS Like five shelf Planograms four shelf planograms are offered to ensure the same optimal placement and order of product Refer to the visual BRANDED ENVIRO NMENT S priority list below when building a planogram with less than five shelves When building a four shelf planogram omit the last visual on the priority list as seen below Order of Visual Priority 1 Brand Statement 2 AOX Visual 3 Professional Visual 4 New Product Visual 5 Brand Philosophy PAGE 148 4 Shelf Plan ograms

AOX Visual Prevent and Preotect Antioxidants category on prime shelf C E Ferulic and Brand Statement Correct category Brand Statement with many skus merchandising version with blue in background New Product Visual New product Correct category communication with many skus Professional Visual Cleanse and Moisture Aspirational image of a on the least prime shelf medical spa environment PAGE 149 Sug g est e d Plan ogram RY NMENT S BRANDEDI MAGE ENVIRO Phloretin CF

CHAPTER 6 TRADESHOWS AND EVENTS

TRADESHOWS AND EVENTS At tradeshows and events the SkinCeuticals booth should promote the brand experience by creating a space that feels medical yet warm and unintimidating The design invites visitors to step out of the tradeshow T RADESH O WS AND EVENT S clutter to try products observe treatments and ask questions Dynamic modular units create a brand presence that can be adapted to the specific needs of each show Their multi purpose flexible uses define the space or can convey any brand messaging format via print projection and other technologies Whether created for a public or more intimate show experience this concept represents SkinCeuticals as a global brand committed to skincare innovation and backed by science At tradeshows and events the SkinCeuticals booth should promote the brand experience PAGE 152 Tra d eshow s and Even ts

T RADESH O WS AND EVENT S PAGE 153 Tra d eshow s an d Even ts

TRADESHOW MODULES In order to accommodate various spacial needs of each tradeshow modules can be dynamically assembled to create three different sized spaces For more information about these specific designs please T RADESH O WS AND EVENT S contact Global Experience Specialists at www ges com Modules can be used to accomodate different spaces PAGE 154 Tra d eshow Modules

TRADESHOW MODULE 30 x 30 feet T RADESH O WS AND EVENT S 9 14 x 9 14 m PAGE 155 Tra d eshow Module 3 0 x 3 0

TRADESHOW MODULE 20 x 20 feet T RADESH O WS AND EVENT S 6 09 x 6 09 m PAGE 156 Tra d eshow Module 2 0 x 2 0

TRADESHOW MODULE 10 x 10 feet T RADESH O WS AND EVENT S 3 04 x 3 04 m PAGE 157 Tra d eshow Module 1 0 x 1 0

MESSAGING HIERARCHY The information in all SkinCeuticals exhibits from tabletop displays to top of the line configurations commanding thousands of square feet of exhibit space is prioritized and organized into four areas each designated to contain specific communication This hierarchy prioritizes messages according to importance and sizes them with the appropriate T RADESH O WS AND EVENT S viewing range The result optimal placement of exhibit messaging to generate meaningful traffic and capture the appropriate leads The layout and design of a SkinCeuticals exhibit is based on the special requirements of three dimensional displays Viewed from a distance Placed in a visually competitive environment Information is prioritized and organized into categories each designed to provide specialized communication PAGE 158 Messa g ing Hierarchy

HEIGHT RECOMMENDATION Varying spaces and convention center codes require flexibility when constructing an exhibit In order to maximize brand presence we recommend inquiring about the tradeshow s wall height restrictions Once established adjustments can be made accordingly see pages 160164 for message specifications If the wall height is restricted to under 12 feet 3 6576 meters a hanging sign containing the brand message is We recommend as a starting point an inquiry about the tradeshow s wall height restrictions PAGE 159 H eig ht Re comme n dation T RADESH O WS AND EVENT S recommended to enhance presence

SKINCEUTICALS LOGO SIZES Area 1 Viewed from a distance of up to 100 feet 30 48 meters At 16 20 feet high logo height around 18 inches Area 2 T RADESH O WS AND EVENT S Viewed from a distance of around 30 feet At 12 16 feet high 4 85 to 6 1 meters logo height around 12 inches 30 cm Area 3 Viewed from a distance of around 15 feet 4 572 meters At 8 12 feet high 2 4 to 3 65 meters logo height around 6 inches 15 cm Area 4 Viewed from a distance of around 4 to 10 feet 1 25 to 3 meters At 4 7 feet high 1 25 to 2 15 meters logo height between 1 to 3 inches 2 5 to 7 5 cm PAGE 160 Log o Siz e

20 ft 6 m Area 1 16 ft 4 85 m 12 ft 3 65 m Area 3 8 ft 2 45 m Area 4 PAGE 161 Log o Siz e T RADESH O WS AND EVENT S Area 2

SKINCEUTICALS TYPE SIZES Area 1 Viewed from a distance of up to 100 feet 30 48 meters At 16 20 feet high capital height around 18 inches Area 2 T RADESH O WS AND EVENT S Viewed from a distance of around 30 feet At 12 16 feet high 4 85 to 6 1 meters capital height around 12 inches 30 cm Area 3 Viewed from a distance of around 15 feet 4 572 meters At 8 12 feet high 2 4 to 3 65 meters capital height around 6 inches 15 cm Area 4 Viewed from a distance of around 4 to 10 feet 1 25 to 3 meters At 4 7 feet high 1 25 to 2 15 meters capital height between 1 to 3 inches 2 5 to 7 5 cm PAGE 162 Ty p e Siz e

20 ft Abc Area 1 6 m 16 ft 4 85 m 12 ft 3 65 m Area 3 Abc 8 ft 2 45 m Area 4 Abc PAGE 163 Ty p e Siz e T RADESH O WS AND EVENT S Abc Area 2

CHAPTER 7 D I G I TA L V I D E O A N D M OT I O N

D I G I TA L A variety of flash and HTML pieces have been created to enhance SkinCeuticals websites and communicate effectively to both accounts and consumers in the form of eblasts SkinCeuticals also offers flash animations for specific products and messaging which may be featured on DIG ITAL VIDEO MOT IO N SkinCeuticals websites A variety of flash and HTML pieces have been created to enhance SkinCeuticals communications PAGE 166 D ig it a l Me dia

PAGE 167 D ig it a l Me dia MAGE RY MOT IO N DIG ITAL IVIDEO

PRESS MENTIONS Media templates have been created to highlight SkinCeuticals in print and digital media They highlight the magazine or blog as well as the product mentioned in the article These templates can be displayed both on line DIG ITAL VIDEO MOT IO N and in merchandising using an acrylic media stand Media templates have been created to highlight SkinCeuticals in print and digital media PAGE 168 Press Me n tion s

MAGE RY MOT IO N DIG ITAL IVIDEO acrylic media stand PAGE 169 Press Me n tion s

PRESS MENTION Logo Magazine Title Futura Light 34 pts Month and Year Harper s Bazaar 2 5 inches wide MAY 2010 Stroke 3 points thick Futura Light Cap 12 pts Article DIG ITAL VIDEO MOT IO N section where product is mentioned Product strip out image of Cover featured product Image of magazine cover To prevent wrinkles and most important skin cancer apply an SPF of at least 30 half an hour before heading outside For your face try SkinCeuticals Sheer Physical UV Defense SPF 50 Harper s Bazaar Legal Futura Book 5 pts 2 0 1 0 SKI N CEUTI CA LS A LL RI G HTS RESERVED WWW SKI NC EU TI C AL S C O M 8 0 0 8 1 1 1 6 6 0 PAGE 170 Sect ion Quote Sabon Roman 50 pts Futura Light 20 pts Futura Light 9 pts

PRESS MENTION WITH AWARD Magazine Title Month and Year Logo InStyle 2 5 inches wide M AY 20 10 Stroke Futura Light Cap 12 pts 3 points thick WINNER Award Award logo highlight BEST BEAUTY BUYS 2010 Cover Image of magazine Article section where product cover is mentioned Product strip out image of featured product It gives the skin a wonderful glow Washington D C dermatologist Yolanda Holmes on SkinCeuticals Clarifying Clay Masque Futura Light 20 pts Legal Futura Book 5 pts Quote 2 0 1 0 S K I N C E U T I C AL S AL L R I G H T S R E S E R V E D W W W S K I N C E U TI C AL S C O M 8 0 0 8 1 1 1 6 6 0 PAGE 171 Sect ion and Futura Light 9 pts MAGE RY MOT IO N DIG ITAL IVIDEO Futura Light 34 pts

E BLASTS E blasts can be created to send a message to a large SkinCeuticals audience Messaging can vary and includes everything from new product DIG ITAL VIDEO MOT IO N launches and holiday greetings to educational material E Blasts focus on key messages targeting a large SkinCeuticals audience Things to include in e blasts 1 Logo links to the SkinCeuticals homepage 2 Tabs link to specific pages on the SkinCeuticals website 3 Icon which enables user to follow SkinCeuticals on Facebook and Twitter PAGE 172 E B la st s

E BLAST TEMPLATE SHOP BY S KI N T Y P E Messaging and image are interchangeable are interchangeable LO C AT E A SK I N C A R E PR OFESSION AL PRESS MEDIA EXPLORE OUR BEST SELLERS Just for you FREE SHIPPING with any 150 order Enter code MAY Valid through May 26th BR OWSE PRODUCTS SHOP BY SKI N TY PE LOCAT E A SK INC AR E P R OF E SSION AL WHEN USED TOGETHER SKINCEUTICALS ANTIOXIDANTS AND SUNSCREENS PROVIDE THE MOST COMPREHENSIVE PROTECTION A G A I N S T U V I N D U C E D P H O T O D A M A G E A N D S K I N C A N C E R 1 B E S T S E L L E R CHOOSE AN ANTIOXIDANT FOR YOUR SKIN TYPE PHYSICAL FUSION UV DEFENSE SPF 50 SHO P N O W PHLORETIN CF 2 PRESS M ED IA 3 C E FERULIC Ideal for oily problematic normal skin Diminishes hyperpigmentation C E FERULIC Advanced environmental protection and collagen synthesis stimulation for dry combination and normal skin types Ideal for dry combination normal skin Reduces fine lines and wrinkles BUY NO W H Y D R AT I N G B 5 G E L Oil free moisture enhancing gel enriched with vitamin B5 for all skin types BUY N OW SH OP ALL AN TIOXIDAN TS SH O P NO W PA I R W I T H YO U R FAVO R I T E B R OA D S P E C T R U M S U N S C R E E N S HO P N O W NEW 4 5 PHYSICAL FUSION UV DEFENSE SPF 50 PHLORETIN CF D A I LY M O I S T U R E Advanced environmental protection and pigment regulation for oily problematic and normal skin types Lightweight pore minimizing moisturizer for normal or oily skin types Provides universal tint for all skin tones Adaptable fluid to boost radiance SHEER PHYSICAL UV DEFENSE SPF 50 Mattifying fluid to minimize shine Suitable for even very sensitive skin BUY NO W SH O P NO W BUY N OW S HO P N O W SH OP ALL SUN SCREEN S Become our fan on Facebook Follow us on Twitter Tune into YouTube Logo Tabs W R I T E A R EV I EW Icon Become our fan on Facebook Follow us on Twitter Tune into YouTube Logo Tabs W R I T E A R EV I E W Icon links to the link to specific pages enables user to links to the link to specific pages enables user to SkinCeuticals on the SkinCeuticals follow SkinCeuticals SkinCeuticals on the SkinCeuticals follow SkinCeuticals homepage website on Facebook homepage website on Facebook PAGE 173 E B la st s MAGE RY MOT IO N DIG ITAL IVIDEO BROW S E PR OD U C T S Messaging and image

VIDEO AND MOTION GRAPHICS Both brand and product specific videos are created by SkinCeuticals Global Marketing in order to generate excitement and educate the viewer SkinCeuticals also develops 3 D animations on core technologies for education and training purposes These videos can be edited and DIG ITAL VIDEO MOT IO N translated by different markets in order to suit specific needs but all edits must be pre approved by Global Marketing Brand and product specific videos are created in order to generate excitement and educate the viewer PAGE 174 V id eo a nd Motion Graphics

MAGE RY MOT IO N DIG ITAL IVIDEO Excerpt from SkinCeuticals brand video PAGE 175 Vid eo a nd Mo t io n Gra p hics

CHAPTER 8 I N S T I T U T I O N A L M AT E R I A L

I N S T I T U T I O N A L M AT E R I A L BUSINESS CARDS The SkinCeuticals business card features abstracted labware on the front of the card The back is a continuation of the image with inverted color Card dimension is US standard 3 5 x 2 inches vertical or 9 x 5 cm INST IT UT IO NAL MAT ERIALS Print on 100 lb Classic Crest Epic Black Cover then mounted to 80 lb Classic Crest Solar white cover Templates have been provided with typographic specifications for business correspondence PAGE 178 Inst it ut ion al Mate rial Introduction

Name Futura BT Medium in all caps 7 5 point ADVANCED ADVANCEDSKINCARE SKINCAREBACKED BACKEDBYBYSCIENCE SCIENCE size with 11 point leading and 100 point Job Title Futura BT Light 7 5 point size with 11 point leading and 40 point tracking in PMS 633 JOHN JOHNSMITH SMITH General GeneralManager Manager 575 575Fifth FifthAvenue Avenue NY10017 10017 New NewYork York NY Direct Direct212 984 0000 212 984 0000 Fax Fax212 885 0000 212 885 0000 jsmith jsmith skinceuticals com skinceuticals com www skinceuticals com www skinceuticals com Contact Futura BT Light 7 5 point size with 11 point leading and 40 point tracking in black ink PAGE 179 B usiness Card and Letterhead Examples I MAGE INST IT UT IO NALRYMAT ERIALS tracking in PMS 633

POWERPOINT PRESENTATIONS PowerPoint presentations are an efficient way of communicating information to a group of people Whether to an internal or external audience the information presented is considered to be intellectual INST IT UT IO NAL MAT ERIALS property and should be communicated with the brand s voice PAGE 180 Powerp oint Prese n tation

Title Slide AN T I OXI DAN T AUT H O R I T Y Sub Title Slide black type over light OUR MISSION IS TO IMP ROVE SKIN HEALTH Body Slide Headline in all caps PMS 633 Body text in black on white background Keep brand messaging on the bottom bar OUR HE R ITAGE Born from decades of skin cancer research our high potency formulas are concentrated in pure actives and proven to penetrate optimally into skin PAGE 181 PowerPoint Prese n tation Examples I MAGE INST IT UT IO NALRYMAT ERIALS background

E MAIL SIGNATURE It is important to maintain a cohesive brand voice in all messaging When employees communicate they are representing the SkinCeuticals brand Like using printed stationary all e mails should have a branded signature INST IT UT IO NAL MAT ERIALS at the bottom of each e mail PAGE 182 E ma il Sign ature

JOHN S MITH GENERAL MANAG ER Futura Bold and Book Black and PMS 633 12 18 pts all caps 100 tracking SKINCEUTICALS 575 Fifth Avenue New York New York 10017 212 885 0000 jsmith skinceuticals com Futura Book 12 18 pts INST IT UT IO NAL MAT ERIALS 50 tracking Social networking links PAGE 183 E ma il Sign ature Example