TRAINER’S GUIDE|HYDRA ZEN NEOCALMTM
EDUCATION OBJECTIVES :
HYDRAZEN NEOCALMTM
Fight the new stress with the new Hydra Zen NEOCALMTM
1. Regain Market shares on hydration segment and recruit
new customers
2. Introduce the New Zen Universe to reassess Hydra Zen
Range with NEOCALMTM Complex
3. Focus on Mythical White Flower as a star ingredient
4. Revamp Packaging with modern foster jar in line with
the 1st Hydra Zen spirit
CUSTOMER CONCERNS
Dehydrated and stressed Skin
Sensitive and uncomfortable skin
Dull and Uneven skin tone
REVIEW
THE
HISTORY
OF
LANCÔME’S
FRANCHISE HYDRA ZEN Neurocalm™
PILLAR
Remind the HYDRA ZEN success story since its launch.
1999 - Lancôme launches
stressing moisturizer”.
HYDRA
ZEN,
the
first
“de-
2007 - The success story continues with its breakthrough
Neurocalm™ dermo-soothing technology and 24H hydration.
2008 – The successful launch of Hydra Zen Neurocalm™
Soothing Anti-Stress Ultra-Moisturising Gel Essence for
concentrated moisture and intense relief.
2009 - The Hydra Zen Neurocalm™ success story continues
with the launch of Extreme Soothing Moisturising CreamGel and reveals the new advertising campaign that
supports this major launch event.
TRAINER’S GUIDE|HYDRA ZEN NEOCALMTM
NEW SKIN KNOWLEDGE IN 2010
According to the Top 10 study of the Direction of the
Innovation conducted in Asia on 1537 persons, women have
defined 4 beauty enemies which are:
-Environmental stress like cold, heat, climatic change,
dry weather and air conditionned
-Emotional stress
-Pollution
-Photo stress like Sun and UVA Rays
(Give some proven %)
Inspired by this study, Lancôme introduces a new skin
knowledge based on the impact of stress on skin natural
defense system and skin barrier function.
We have noticed that when skin is stressed, nerve ends
release neuromediators such as Substance P and CGRP,
known for their negative effect on skin barrier function
and leading to higher skin sensitivity and dehydration.
Tight junctions that play a key role in skin hydration is
the new research territory of Lancôme.
These same mediators modulate Langerhans cells activity,
also known as immunity cells, and unfortunately impact on
skin natural defense system.
Β-endorphin, also known as the «feel-good molecule», is
released from brain in time of pleasure and lead to
relaxation, well-being and soothing.
SKIN CONCERNS
WHAT ARE SOME OF THE CONSEQUENCES OF STRESS ON THE SKIN?
The production of β-endorphins is reduced, further
dehydrating the skin and giving it a dull look.
The skin’s barrier function and hydration are weakened
and its neuro-immunity system is hindered.
• Skin is overburdened, looks tired and feels weighed
down
• Skin gets uncomfortable and sensitive
• Skin is totally dehydrated
TRAINER’S GUIDE|HYDRA ZEN NEOCALMTM
HYDRA ZEN NEOCALMTM 2010
Reveal the new advertising campaign that supports the
launch of the new Zen by Lancôme
HYDRA ZEN NEOCALMTM
Discover
boost
the
skin
new
technology
self-defense
by
system
Lancôme,
against
designed
the
4
to
beauty
enemies, for a multi-relief hydration…
Pioneer in Neurocosmetics, Lancôme created the NEOCALMTM
complex, an alliance of science and nature for a stressless dewy skin.
NEW TECHNOLOGY, NEOCALMTM
Now it’s time to present the new Zen Universe with the
new skin benefits.
Based on the White Jasmine extract from Yunnan Valley
and Rose de France, HYDRA ZEN NEOCALMTM is a combination
of ingredients designed to work together in order to
boost skin self-defense system, enhance skin hydration
and soothe the skin.
Each ingredient of NEOCALMTM complex possess a specific
action for a stronger skin, freed from the burden of
stress.
White
Jasmine
extract,
mythical
ingredient
in
Traditional Chinese Medicine, is designed not only to
neutralize the stress messengers but also to protect
cells involved in skin’s natural defense system.
- White Jasmine and Poly-sugar, both increase the
Langerhans cells viability after UVB irradiation to act
immediately on skin self-defense system and boost it.
- Ophiogon Japonicus root extract boosts tight junctions
synthesis* and helps reinforce the cohesion of epidermis
superficial layers in order to improve skin hydration
rate by preventing water loss toward skin surface.
- Rose extract associated with Theobroma cacao, Mu Pan
SKIN
SOOTHED,
LUMINOUS
AND MOIST
AS DEWY
Pi andISMoringa
extract
(and White
Jasmine)
reinforce
skin barrier function and soothe the skin.
TRAINER’S GUIDE|HYDRA ZEN NEOCALMTM
FRAGRANCE
The
fragrance
is
constructed
around
upgraded
and
continuity of the perfume.
Recall the active perfume of the New HYDRA ZEN NEOCALMTM ;
a delicate floral and slightly green fragrance, composed
with feminine notes like Jasmine, Rose and musky notes.
The subtle and feminine harmony gives an efficient proved
de-stressing & soothing action.
NEW FORMULA + RENEWED RANGE
Make the BA discover the new ritual with the new HYDRA
ZEN:
1st Prepare your skin with Aqua-Gel Very Fresh,
recommended for normal to combination skin.
Then, HYDRATE skin with GEL ESSENCE.
Finally, comfort and bring skin a deep and all day long
hydration with Day Cream, available for all skin types
and for Dry Skin.
HYDRA ZEN NEOCALMTM
DETOXIFYING MOISTURISING MULTI-RELIEF ANTISTRESS GEL ESSENCE
Introduce the Gel Essence to BA.
Insulate and detoxify your skin from stress effects
Reveal all day long hydrated, pure and refined skin
HYDRA ZEN NEOCALMTM
DETOXIFYING MOISTURISING MULTI-RELIEF ANTI-STRESS GEL
ESSENCE
Present the technology and the benefits of Gel Essence,
insisting on the Long Dan Cao leaves, renown for its
detoxifying properties White Jasminum (anti-oxidant
properties) and Rose and their reinforcing power on
skin’s barrier and skin’s hydration.
TRAINER’S GUIDE|HYDRA ZEN NEOCALMTM
HYDRA ZEN NEOCALMTM
DETOXIFYING MOISTURISING MULTI-RELIEF ANTISTRESS GEL ESSENCE
For the specific customer concerns, like dehydrated and
stressed skin, sensitive and uncomfortable skin, dull and
uneven skin tone,
Gel Essence is perfect to focus against stress and
provide a skin purified, detoxified, hydrated and soothed
for a dewy complexion.
Results are proven, on 100 women:
78% found her skin suppler and more elastic
78% felt her skin refreshed
76% felt her skin smoother
SENSORIALITY
Demonstrate Gel Essence texture:
An extremely refined and refreshing melting texture that
transforms in a fluid watery thin as an essence for a
supple and hydrated skin.
Recall the active fragrance, insist on Jasmine notes for
an efficient proved de-stressing and soothing actions.
HYDRA ZEN NEOCALMTM
MULTI-RELIEF ANTI-STRESS MOISTURISING CREAM
Introduce the Day Cream to BA.
For a stress-less dewy skin, now “infused” with Rose and
White Jasmine
HYDRA ZEN NEOCALMTM
MULTI-RELIEF ANTI-STRESS MOISTURISING CREAM
TRAINER’S GUIDE|HYDRA ZEN NEOCALMTM
HYDRA ZEN NEOCALMTM
MULTI-RELIEF ANTI-STRESS MOISTURISING CREAM
Present the technology and the benefits of the Day Cream,
insisting on the White Jasminum, Ophiogon Japonicus and
Rose and their boosting power on skin’s self-defense
system and skin’s hydration.
Available for all Skin Types and specially for Dry Skin
For the specific customer concerns, like dehydrated and
stressed skin, sensitive and uncomfortable skin, dull and
uneven skin tone,
the New Day Cream is the perfect skin care which focus
against stress and bring hydration, soothing effect to
skin, and moist it all day long for an improved
resistance.
Results are proven, on 100 women:
87.5% found her skin more suppler and more elastic,
88.3% noticed her skin looks softer,
90.1% said her skin looks hydrated,
91% felt her skin more comfortable
SENSORIALITY
Demonstrate the two textures:
-All skin types texture, delicate and subtle, fresh on
the skin with a new watery sensation for a skin even more
supple, smooth, soft and comfortable.
- Dry skin texture, an unctuous nutritive cream, a
surprising rebound at take for a skin even more
protected, enveloped and velvety.
Recall the active fragrance, insist on Jasmine notes for
an efficient proved de-stressing and soothing actions.
TRAINER’S GUIDE|HYDRA ZEN NEOCALMTM
PREPARE YOUR SKIN
To receive the optimal benefits from HYDRA ZEN NEOCALMTM,
customer have the choice in between two ways to prepare
their skin.
First an INTENSE MOISTURE WITHOUT GREASINESS with
HYDRA ZEN NEOCALMTM
ANTI-STRESS MOISTURISING MATIFYING AQUA GEL FRESH
The exquisite HYDRA ZEN Aqua Gel is designed to hydrate,
soothe, insulate skin from emotional and environmental
stress and matify it.
RESULTS:
An hydrated, velvety and smooth skin, refined and
matified looking.
Dedicated to normal to combination skin,
A new look with energetic and young bubbles, a new Gel
breaks into a watery fresh cream-water with new antishine, matifying, pore minimizer properties for a deeper
hydration feel.
TRAINER’S GUIDE|HYDRA ZEN NEOCALMTM
SELLING STRATEGY AND PRODUCT PRESENTATION
Use the Expert Skincare Guide (ECG) to review the Lancôme
Geography and Diagnosis Questions to discover your customer’s
key concerns.
Replace the Hydration Geography into the ECG.
Show the differences between the HYDRA ZEN Range in 2009, and
after the Renovation, what’s new in the new range in 2010.
Insist on the fact that New Formula and New Packaging on:
- Cream-Water
- Aqua Gel
- Gel Essence
- Day Cream (available for all skin types and dry skin)
Don’t forget to talk about the NEW PACKAGING only for the
Emulsion (dry, very dry skin), Cream Gel, Eye cream and Night
Cream
Same Formula but NEW packaging
ADVISE & LINK SELL
Here is the Lancôme Power System for the new range Hydra Zen
NEOCALMTM by Lancôme.
-For the daily routine
-For the night routine
For a perfect advise, explain to the BAs the different sales
method according to the customer profile.
1.Introduce Hydra Zen NEOCALMTM to a new customer
2.Introduce Hydra Zen NEOCALMTM to an existing Hydra Zen
customer
3.Introduce Hydra Zen NEOCALMTM to a Make-Up customer
TRAINER’S GUIDE|HYDRA ZEN NEOCALMTM
INTRODUCING THE NEW HYDRA ZEN NEOCALMTM BY
LANCÖME
1.To a new customer
Here is the catch phrase specially designed for the new
customer to introduce her to the new Zen by Lancôme.
Introduce GEL ESSENCE
“HYDRA ZEN NEOCALMTM Detoxifying Moisturising Multi-Relief
Anti-Stress Gel Essence, with the anti-oxidant power of
White Jasmine will detoxify your skin, bring you deep
moisture and make your complexion looks dewy.”
TEXTURE TRIAL & LINKING THROUGH USAGE
“Let me show you its fluid and watery texture, providing
an immediate soothing hydration sensation, deep inside
your skin.”
Introduce the DAY CREAM
“HYDRA ZEN NEOCALMTM Multi-Relief Anti-Stress Moisturising
Cream , thanks to the exclusive Jasmine and Rose floral
infusion, skin self-defense system is boosted while its
hydration is enhanced.”
TEXTURE TRIAL & LINKING THROUGH USAGE
Cream for dry skin: “ For an optimally long-lasting
quenched and soothed skin, feel this sensational unctuous
and nutritive creamy texture »
Cream for all skin types: “Let me show you its unique and
fresh watery cream texture providing an immediate soothing
hydration sensation”
Cream Gel: « Let me show you its ultra refreshing gel
cream with an extreme comforting effect… »
Place the product on client’s hand
Client confirmation (texture and fragrance)
TRAINER’S GUIDE|HYDRA ZEN NEOCALMTM
ADVISE & LINK SELL
(Apply the complete daily routine on client’s hand, for
linking sales through usage):
“First, prepare your skin with HYDRA ZEN NEOCALMTM Aqua
Gel Very Fresh to receive optimal benefits of the new
HYDRA ZEN NEOCALMTM complex.
Let me show you the essential gesture to reactivate your
skin :GÉNIFIQUE Youth Activator . It will reveal a
perfectly soft, even and luminous skin.
Follow by applying HYDRA ZEN NEOCALMTM Gel Essence to
detoxify and bring your skin a real moisture infusion
deep inside your skin.
For a feather light hydration, you can use HYDRA ZEN
Emulsion.
Then, to provide comfort, protection and a deep hydration
on the surface of your skin, apply HYDRA ZEN NEOCALMTM
Multi-Relief Anti-Stress Moisturising Cream over the face
and neck, avoiding the eye area.
For the delicate eye area, apply HYDRA ZEN Eye Cream to
hydrate the eye contour’ skin and provide an antipuffiness effect.
To finish your daily routine, I recommend UV EXPERT BBASE
to provide perfect skin protection and an instant
luminosity effect.”
SPECIFIC SPEECH
2. To an existing Hydra Zen Customer
WELCOME APPROACH
“Bonjour Madam, here is your Hydra Zen NEOCALMTM cream.
It offers you the same dewy, glowy skin and additionally
it reinforces skin’s immunity thanks to the new innovative
formula. Its exclusive Jasmine and Rose floral infusion
will
prolong skin’s immunity while reactivate its vital
water flow.
Let me introduce you the Hydra Zen NEOCALMTM Gel Essence
which is your best ally against the beauty enemies.”….
Then, follow the advise and Link sell
TRAINER’S GUIDE|HYDRA ZEN NEOCALMTM
3. To a
WELCOME
PRODUCT
Provide
Make –Up customer
+ APPROACH for Make Up / DIAGNOSIS
ADVICE Make Up
Quick make up service
Link HYDRA ZEN NEOCALMTM Gel Essence to make up ritual
“Today, I would like to share with you the secret of
dewy skin. First, reactivate your skin with Génifique
Youth Activator.
Because the secret of a glowy make up also begin with a
perfectly moisturized skin, let me show you the best
ally against 4 beauty enemies, HYDRA ZEN NEOCALMTM Gel
Essence.
Thanks to its exclusive Jasmine and Rose floral
infusion, it will prolong skin’s immunity while
reactivate its water flow.”
Provide texture trial
“Feel its fluid and watery texture, providing an
immediate soothing hydration sensation, deep inside your
skin.”
 Client confirmation (texture and fragrance)
COMPARISON
Insist on the major competitor for this launch:
ESTÉE LAUDER with NUTRITIOUS
Explain the differences between the current Hydra Zen
Neurocalm and the new Hydra Zen NEOCALMTM
- The new ingredient for hydration  Ophiogon Japonicus
root extract
- Skin immunity only in NEOCALMTM Complex
- More de-stressing and soothing
- Moringa and Jasmine for a better detoxifying and antipollution action
SUPPORT LAUNCH
Please insert your local support launch