Livento Group Inc
We were incorporated in the State of Nevada on October 30, 2013 under the name
“Bling Marketing, Inc.” Until December 29, 2014, we were a wholesaler
of jewelry, principally earrings, rings and pendants (“BMI Business”).
We recognized a minimal amount of sales from operations prior to the three months
ended September 30, 2014.
NuGene was incorporated in California in December 2006 and formed and funded
by our founders, Ali Kharazmi and Mohammed Kharazmi, M.D. The initial focus
of the NuGene was to develop and market customized skin care products. As part
of that focus, NuGene sought to leverage the working relationships developed
by our founders with the plastic surgery community. NuGene directed significant
time and resources on developing anti-aging and scar treatment/reduction products.
In 2007 we continued to focus on age defying products utilizing peptide complexes
and nano-encapsulation for absorption into the skin. We introduced a limited
product line under the NuGene name, and co-branded the products with an affiliated
entity, Genetic Institute of Anti Aging, Inc. (“GIAA”), which is
also owned by our founders. We utilized the services of a Korean based contract
manufacturer to supply our products. This product line (the “GIAA Line”)
was based on the use of peptides and did not utilize stem cells. We had very
modest sales in 2007, with our sole customer being GIAA, a related party.
“Cosmeceuticals” refer to the combinations of cosmetics and pharmaceuticals
that may offer medicinal or drug-like benefits. The term is more of a marketing
term rather than a legal term, with the cosmetics industry having adopted the
term in the late 1990’s. The US Food and Drug Administration (the “FDA”)
does not recognize the term. While drugs are subject to a review and approval
process by the FDA, cosmetics and cosmeceuticals are not subject to the same
stringent regulatory regime and scrutiny. As such, if a product has drug properties,
it must be approved as a drug. However, cosmeceuticals are not subject to this
review and approval process.
Cosmeceuticals offer consumers cosmetic-like treatments with active ingredients,
which in our view give them pharmaceutical-like efficacy. Driven by aesthetic-consciousness,
according to the May 2014 RNCOS research publication entitled, “Global
Cosmeceuticals Market Outlook 2018” the global market for cosmeceutical
products has reached an estimated size of $35.1 billion in 2013. We believe
that this market benefits from the growing segment of a younger generation of
consumers as well as baby boomers who want to preserve their youthful looks.
In our view the U.S. cosmeceutical market will continue to be favorably influenced
by these growing segments of people who want beautiful and younger looking skin
while aging.
In our view, age-defying products represent (and will continue to represent)
a significant portion of the facial skincare market. In key markets, we believe
that the facial skincare market is positioned for significant growth with limited
downside risks from the overall condition of the economy. In order to make claims
that products can diminish the signs of aging, marketers are constantly looking
for new combinations of specialty ingredients. The category of skincare products
based on biotechnology such as human stem cell is in our view just beginning
to be developed, and therefore we expect that it has significant growth potential.
Our goal is to leverage our knowledge in human adult stem cell technology to
develop and commercialize advanced anti-aging skincare products for the retail
and professional channels. We intend to develop, manufacture, and market cosmetic
skin care and hair products to address this significant market opportunity.
Our business plan entails having our NuGene Line of products continue to be
sold domestically and internationally through professional channels, including
dermatologists, plastic surgeons, medical offices, and day and resort spas.
We also expect to directly market our product through television sales-dedicated
channels. We plan to promote brand awareness through advertising, our own sales
personnel, other marketing and public relations. We will also partially rely
upon the name recognition of Kathy Ireland secured under the License Agreement
discussed below. We propose to further expand our sales efforts through our
branded website (www.nugene.com) and additional online commerce channels.
