TRAINER’S GUIDE | GÉNIFIC HD

Review Lancôme Men skincare : the saga• Successful Anti-Age expertise positioning. Anti-age being the most dynamic face care segment for the past 3 years.• Successful launch and perennial installation

> n°2* anti-age (with Rénergy 3D as star product)> n°3* face care (with 2 to 3 references in the top 20)

* Ranking Europe

EDUCATION OBJECTIVES1. Discover Lancôme Men’s major discovery in skincare: Génific HD, the first skincare for men that revives the activity of the genes of youth. 2. Mastering the selling strategy on the POS. How to introduce Génific HD to your Lancôme customers, new customers and create efficient link selling?

CUSTOMER CONCERNSALL MEN OF ALL AGESMen who are early skincare adopters in search for the latest scientific innovations, eager for new products and services. They look for proof, efficacy and aesthetics.His skin concerns:

- Weakened skin barrier- Lack of comfort- Irregular texture and tone- Irritated and sensitive skin

KEY MESSAGELancôme Men invents the first skincare for men that revives the activity of the genes of youth.Scientifically proven results : Visibly rejuvenated skin in just 7 days. 10 YEARS OF RESEARCH. 7 PATENTS

A major scientific discoveryThe first male skincare project ever in the cosmetic world to benefit such a breakthrough in the territory of genes. We have 10 years of Research and 7 patents.

To fully understand this new territory, let’s have a dive in the very heart of the skin right through the genes. Genes are located in the very core of the cells, in a part called the nucleus. More precisely on each of your chromosomes composed of a thin ribbon molecule that you all know as the DNA. What is the role of the DNA? This is the databank, the hard drive of your genetic patrimony what we call the genome which will create your individuality. The entire genome is present in all cells of your body and contains more than 30 000 genes, but only one part of it is expressed in skin.

Genes are expressed into proteinsIt means that the gene information on the DNA is read to create protein. These proteins are the essential constituents of the skin.

The gene activity can be modulated by the information they receive from their environment. And it is on this environment thanks to our technology that we are going to act.

TRAINER’S GUIDE | GÉNIFIC HD

With age, genes need more time to act to produce proteins. Following stimulation of genes’ expression, we identified the number of genes expressed during time for young patients compared to aged patients. The peak answer is maximum at 6 hours for young patients and at 30 hours for aged patients: a 24 hours delayThis amazing result shows that with age, the biological environment of the genes is modified. By studying more than 3000 genes, our Laboratories demonstrated that the activity of genes slows down with time. This delay will induce a difference in the proteins found on the skin surface.We also identified these specific proteins are the skin’s signature of youth.For the first time, our Laboratories have identified and quantified these specific proteins that sign skin’s youth.

Genes and Men’s skinWhat is true for women is also true for men with specific consequences.At the very origin of your skin’s youth: the genes. By expressing themselves, the genes produce specific proteins, that can be found on the skin’s surface. These proteins are the skin’s signature of youth. With age, their presence diminishes.As a consequence, an older skin takes longer than a younger one to “repair” itself and to face daily aggressions.

Specific male characteristicsMen’s skin barrier weaken with time, increasing sensitivity. Daily aggressions like shaving make men’s skin more sensitive and irritated. It loses its comfort and feels weaker.

Thanks to our Advanced Research, Lancôme Men changes the face of skincare with the first Youth Activator for Men – Génific HD that revives the activity of the genes of youth.

TRAINER’S GUIDE | GÉNIFIC HD

Scientifically proven results

WORK IN PROGRESS

Spectacular skin resultsDrop by drop skin is infused with life: > Visibly rejuvenated skin in just 7 days> Dramatically refined texture> More supple touch> Fresh and healthy tone> Extreme skin comfort

Who do we target with Génific HD?Our goal with Génific HD is to target all men of all ages. They are: - Early skincare adopters in search of the latest scientific innovations- Eager for new product and services- Looking for proof, efficacy and aesthetics

What main skin concerns are we addressing with Génific HD?What you can see:Lack of comfortIrregular texture and toneIrritated and sensitive skin

What he may tell you:“My skin tone is uneven and dull, my skin shows signs of fatigue, my skin had never felt so uncomfortable and sensitive…”

TRAINER’S GUIDE | GÉNIFIC HD

How to introduce Génific HD?

“ Let me introduce GÉNIFIC HD, the first Youth Activating Concentrate for men that visibly rejuvenates the skin in just 7 days.

Deep inside your cells lie your genes. With age, the genes slow down their activity. GÉNIFIC HD reactivates the genes of youth to regain the quality of a young skin. Day after day your skin is extremely comfortable, your skin tone is fresh and healthy and your skin texture is refined.

For your daily routine, apply after shaving or on a perfectly cleansed face and neck, GÉNIFIC HD morning and/or evening, avoiding the eye contour.

Selling strategyUsing the Expert Consultation Guide, review the Lancôme Skincare Geography.

A transversal skincare offerGénific HD answers a transversal need: for all men of all ages. Therefore Génific HD is placed transversally in our Lancôme Men skincare geography besides strong anti-age pillar such as Rénergy 3D.

Apply GÉNIFIC HD daily and spread it across the forehead, cheeks and chin in long gliding strokes, working from the centre of the face outward. Finish on the T-zone, then under the jawline and down the neck.

Its gliding and refreshing texture deeply penetrates down into skin and procures comfort all day long. After few seconds, the skin is soothed after shaving, soft and smooth.

Demonstrate and link

According to your customer key concerns, link Génific HD with Lancôme Men skincare daily ritual.

NEW CUSTOMER

For example, his concerns are to fight aging signs and dark spots. Link with the Triple Action Cleansing Foam, Blanc Expert GN-White Men™ and Rénergy 3D Yeux, for a complete routine.

“ For a global and efficient routine, use the Triple Action Cleansing Foam for a deep face cleansing. Follow by the application of Blanc Expert GN-White Men™ to reduce dark spots. Take 2 to 3 drops of Génific HD and apply morning and evening. Follow up with Rénergy 3D Yeux to diminish the appearance of wrinkles on the eye contour area“.

TRAINER’S GUIDE | GÉNIFIC HD

Demonstrate and link

LOYAL CUSTOMER

For example user of AGE FIGHT, his concerns are to prevent and fight premature aging and imperfections. Link with Age Fight Fluid and Age Fight Yeux.

“For a global and efficient routine, use the Triple Action Cleansing Foam for a deep face cleansing and the Soothing After-Shave Lotion for a maximum comfort after shaving. Apply then 2 to 3 drops of Génific HD. Follow up with Age Fight Perfecting Fluid to reduce skin imperfections and fine lines and with Age Fight Yeux to prevent premature aging around the eye area. Finish with UV Expert Neuroshield for an optimal protection against UV and pollution. “

Disruptive packaging

An innovative luxurious masculine shape that has been created to make Génific HD a new myth.

Made-to-measure technology

GÉNIFIC HD Complex:

> Decrease skin irritation due to shaving > Decrease irritation skin proteins > Stimulate restoring skin proteins

> Decrease specific proteins of aged skin> Increase specific proteins of desquamation> Strengthen skin barrier> Increase* some skin hydration proteins> Stimulate* cell differentiation and proliferation> Strengthen skin barrier (lipids and cells)

TIGER HERBS Extract:

Today, for every man, the fruit of 10 years of research, protected by 7 patents. Specifically designed for men skin, for all skin types even sensitive.

Launch support

Display your Génific HD local support launch.

FIND OUT MORE ABOUT THE TECHNOLOGY

* Clinical study: proteins measurement - 25 men - 6 weeks