Enhance Skin Products Inc's Comment on Sales, Marketing and Customers
Cosmeceutical products with therapeutic elements in their composition are enjoying
increased popularity in worldwide markets. As a greater number of women and men
are visiting dermatologists and expressing concern about the health of their skin,
cosmeceuticals provide answers to their cosmetic and health needs. Products such
as anti-aging creams, tanning lotions and shampoos are beginning to incorporate
medicinal grade ingredients and nutritional supplements in order to improve their
efficiency and respond to market demand.
The Company believes that its products should have wide appeal to all skin types
and all age groups.
It was Enhance Skin Products’ original plan to reach the targeted consumers
by a direct dispense method; that is selling the Visible Youth products, through
the services of independent aesthetic sales representatives, exclusively through
physician offices, Medical Spas and licensed aestheticians, and supplemented by
online sales with appropriate credit paid to back to referring physicians and
aestheticians. Accordingly the initial production run and web site shopping cart
were completed in June 2009.
The Company’s overall marketing strategy is to continue to develop and market
a full line of cosmetic and cosmeceutical products, the main active ingredients
of which are HA and bioactive glass. All Visible Youth products are intended to
be competitively priced in the mid- to upper-quadrant of high quality products
and brands.
Direct to Consumer
We plan to take a lower cost and lower risk approach to the launch of our consumer
products in the US by utilizing the services of established marketing and collaboration
partners with proven marketing, sales and distribution infrastructure. We will
also consider licensing the Visible Youth consumer products or other wider collaboration
structures, if in the opinion of the board this would be beneficial based on cost
and time to market.
We may also first launch the product range in Europe, given the ready availability
of premium cosmetic formulation, branding and contract manufacturing, prior to
transitioning the product to the US market.
We intend to market our products in the US via a US marketing partner to the consumer
through a combination of major prestige beauty and grooming retailers, home shopping
and on-line retail. We plan to focus on prestige beauty retailers who want to
expand and stock the best, most innovative and differentiated yet simple anti-aging
products on the market. Our target consumers are young women and men ages 25-35
who are becoming educated about the onset of ageing and medium to older consumers
ages 35 – 65 who are concerned with anti-aging treatments and are versed
consumers in beauty treatments and devices. We also believe that Home Shopping
could be a major venue for our products. Home shopping, also known as e-commerce,
commonly refers to the electronic retailing/home shopping channels industry, which
includes such billion dollar television-based and e-commerce companies as QVC,
HSN, and other Television based shopping channels. QVC for example reaches 250
million homes and had online sales in 2012 of $9 billion. We also plan to make
use of new communication methods such as blogs, web-based social networks (Facebook,
Twitter, You Tube), email, etc., to introduce, and seek to acquire customers for
Visible Youth On-Line sales. This will require significant modification to the
current Visible Youth web-site to take account of the new branding and the most
up-to-date web-site design and functionality (www.visibleyouth.com). On-Line sales
have the potential to be a significant revenue stream. We also plan to focus on
cost effective marketing campaigns to support the brand through fashion magazines,
Blogs and On-Line forums and to identify “brand representatives” within
beauty and fashion who could act as spokespeople for the brand.
We plan to launch the Visible Youth brand directly to consumers initially with
six products; Visible Youth Repairing Serum, Visible Youth Corrective Eye Serum,
Visible Youth Hydrating Moisturizer, Visible Youth Revitalizing Cleanser, Visible
Youth Night Repair Complex, and Visible Youth Daily Moisturizer with SPF. The
first four products are reformulations of our existing products designed originally
for the professional market and the Visible Youth Night Repair Complex and Visible
Youth Daily Moisturizer will be new formulations. We would anticipate launching
two to three additional Visible Youth formulations per year after the re-launch
of the Visible Youth Brand Professional Markets.
Management is currently pursuing a wider strategic collaboration under a plan
of reorganisation to enable the commercialisation of its technologies and products.
In the event that this collaboration does not progress management will evaluate
alternative options and structures to enable the Company to commercialize it technologies
and products. These range from Licensing and marketing arrangements to alternative
strategic collaborations and the sale of its assets.
Professional
We plan to seek a US marketing partner, already established in the professional
channel to market Visible Youth Healing Complex and Visible Youth Healing Complex
plus 3% Lidocaine to skin care professionals, such as physicians and aestheticians.
The line may include reformulated versions of the Skin Formula, Eye Zone Gel and
Moisturizer, all of which would be marketed under the Visible Youth “Professional”
brand or a marketing partners own brand. We are also currently seeking development
and marketing partners for our development products utilizing HA and bioactive
glass to enhance and extend the beneficial cosmetic effects of certain non-surgical
dermal interventions, in particular the anti-wrinkle effects of cosmetic treatments
associated with aesthetic injectables such as Botox (botulinum toxin) and cosmetic
dermal fillers. Additional applications may include the alleviation of symptoms
of rosacea such as redness, dryness and itchiness. These products are expected
to be marketed under the Visible Youth “Professional” brand.
To aid the licensing and marketing of the Healing Complex as the basis of skin
resurfacing products, we believe that we will need to complete a limited clinical
evaluation. The clinical evaluation will assist in establishing the credibility
necessary to approach to physicians. It is anticipated that marketing partners
initial direct dispense efforts will be the aesthetics practices of dermatologists
who are familiar with Solaraze, the prescription dermatology product that utilizes
the same fraction of hyaluronan as Visible Youth, to deliver its active ingredient
to the dermis. Additional studies are also planned for the Botox and cosmetic
dermal fillers products.
International
We plan to seek a development and marketing partner or partners for the Visible
Youth Consumer and Professional products in Europe and the Rest of the World.
We have engaged business development professionals to help us identify and contact
potential partners in the US for our Professional range and in Europe for Consumer
and Professional. We are currently in early stage discussions with several potential
European and Far Eastern partners. The primary focus short term remains on the
US consumer re-launch. We may however first launch the product range in Europe,
given the ready availability of premium cosmetic formulation, branding and contract
manufacturing, prior to transitioning the product to the US market.
Enhance Skin Products Inc’s Comment on Sales, Marketing and Customers
Cosmeceutical products with therapeutic elements in their composition are enjoying
increased popularity in worldwide markets. As a greater number of women and men
are visiting dermatologists and expressing concern about the health of their skin,
cosmeceuticals provide answers to their cosmetic and health needs. Products such
as anti-aging creams, tanning lotions and shampoos are beginning to incorporate
medicinal grade ingredients and nutritional supplements in order to improve their
efficiency and respond to market demand.
The Company believes that its products should have wide appeal to all skin types
and all age groups.
It was Enhance Skin Products’ original plan to reach the targeted consumers
by a direct dispense method; that is selling the Visible Youth products, through
the services of independent aesthetic sales representatives, exclusively through
physician offices, Medical Spas and licensed aestheticians, and supplemented by
online sales with appropriate credit paid to back to referring physicians and
aestheticians. Accordingly the initial production run and web site shopping cart
were completed in June 2009.
The Company’s overall marketing strategy is to continue to develop and market
a full line of cosmetic and cosmeceutical products, the main active ingredients
of which are HA and bioactive glass. All Visible Youth products are intended to
be competitively priced in the mid- to upper-quadrant of high quality products
and brands.
Direct to Consumer
We plan to take a lower cost and lower risk approach to the launch of our consumer
products in the US by utilizing the services of established marketing and collaboration
partners with proven marketing, sales and distribution infrastructure. We will
also consider licensing the Visible Youth consumer products or other wider collaboration
structures, if in the opinion of the board this would be beneficial based on cost
and time to market.
We may also first launch the product range in Europe, given the ready availability
of premium cosmetic formulation, branding and contract manufacturing, prior to
transitioning the product to the US market.
We intend to market our products in the US via a US marketing partner to the consumer
through a combination of major prestige beauty and grooming retailers, home shopping
and on-line retail. We plan to focus on prestige beauty retailers who want to
expand and stock the best, most innovative and differentiated yet simple anti-aging
products on the market. Our target consumers are young women and men ages 25-35
who are becoming educated about the onset of ageing and medium to older consumers
ages 35 – 65 who are concerned with anti-aging treatments and are versed
consumers in beauty treatments and devices. We also believe that Home Shopping
could be a major venue for our products. Home shopping, also known as e-commerce,
commonly refers to the electronic retailing/home shopping channels industry, which
includes such billion dollar television-based and e-commerce companies as QVC,
HSN, and other Television based shopping channels. QVC for example reaches 250
million homes and had online sales in 2012 of $9 billion. We also plan to make
use of new communication methods such as blogs, web-based social networks (Facebook,
Twitter, You Tube), email, etc., to introduce, and seek to acquire customers for
Visible Youth On-Line sales. This will require significant modification to the
current Visible Youth web-site to take account of the new branding and the most
up-to-date web-site design and functionality (www.visibleyouth.com). On-Line sales
have the potential to be a significant revenue stream. We also plan to focus on
cost effective marketing campaigns to support the brand through fashion magazines,
Blogs and On-Line forums and to identify “brand representatives” within
beauty and fashion who could act as spokespeople for the brand.
We plan to launch the Visible Youth brand directly to consumers initially with
six products; Visible Youth Repairing Serum, Visible Youth Corrective Eye Serum,
Visible Youth Hydrating Moisturizer, Visible Youth Revitalizing Cleanser, Visible
Youth Night Repair Complex, and Visible Youth Daily Moisturizer with SPF. The
first four products are reformulations of our existing products designed originally
for the professional market and the Visible Youth Night Repair Complex and Visible
Youth Daily Moisturizer will be new formulations. We would anticipate launching
two to three additional Visible Youth formulations per year after the re-launch
of the Visible Youth Brand Professional Markets.
Management is currently pursuing a wider strategic collaboration under a plan
of reorganisation to enable the commercialisation of its technologies and products.
In the event that this collaboration does not progress management will evaluate
alternative options and structures to enable the Company to commercialize it technologies
and products. These range from Licensing and marketing arrangements to alternative
strategic collaborations and the sale of its assets.
Professional
We plan to seek a US marketing partner, already established in the professional
channel to market Visible Youth Healing Complex and Visible Youth Healing Complex
plus 3% Lidocaine to skin care professionals, such as physicians and aestheticians.
The line may include reformulated versions of the Skin Formula, Eye Zone Gel and
Moisturizer, all of which would be marketed under the Visible Youth “Professional”
brand or a marketing partners own brand. We are also currently seeking development
and marketing partners for our development products utilizing HA and bioactive
glass to enhance and extend the beneficial cosmetic effects of certain non-surgical
dermal interventions, in particular the anti-wrinkle effects of cosmetic treatments
associated with aesthetic injectables such as Botox (botulinum toxin) and cosmetic
dermal fillers. Additional applications may include the alleviation of symptoms
of rosacea such as redness, dryness and itchiness. These products are expected
to be marketed under the Visible Youth “Professional” brand.
To aid the licensing and marketing of the Healing Complex as the basis of skin
resurfacing products, we believe that we will need to complete a limited clinical
evaluation. The clinical evaluation will assist in establishing the credibility
necessary to approach to physicians. It is anticipated that marketing partners
initial direct dispense efforts will be the aesthetics practices of dermatologists
who are familiar with Solaraze, the prescription dermatology product that utilizes
the same fraction of hyaluronan as Visible Youth, to deliver its active ingredient
to the dermis. Additional studies are also planned for the Botox and cosmetic
dermal fillers products.
International
We plan to seek a development and marketing partner or partners for the Visible
Youth Consumer and Professional products in Europe and the Rest of the World.
We have engaged business development professionals to help us identify and contact
potential partners in the US for our Professional range and in Europe for Consumer
and Professional. We are currently in early stage discussions with several potential
European and Far Eastern partners. The primary focus short term remains on the
US consumer re-launch. We may however first launch the product range in Europe,
given the ready availability of premium cosmetic formulation, branding and contract
manufacturing, prior to transitioning the product to the US market.
Sources:
Enhance Skin Products Inc’s official press releases and regulatory filings; CSIMarket.com’s market research; and the financial filings and press releases of other companies cited in this report.
Updated on:
Focus of this report: Enhance Skin Products Inc’s corporate clients.
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