truly clear brief
Post on 13-Aug-2015
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Richard Davidson Developer/Inventor of TRULY CLEAR® Brand Acne and Skin Care Products
Intellectual property patent pending in US, CA, EU, JP, CN, KR, BR
Contact: +1.561.866.6250
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THE CONCEPT: TRULY CLEAR®
In pursuing another path of product development and manufacturing, Richard Davidson was researching the concept of a novel acne treatment. He became convinced that to distinguish a product in the hypercompetitive acne treatment marketplace, new ingredient formulas were required that could support product superiority claims. Otherwise the products would be lost in a “me‐too” world of OTC acne products that are largely perceived as expensive and inconvenient, with only a 40% success rate!
The concept recognizes that to win in the marketplace products would have to offer an all‐new alternative. This is simply because dissatisfaction with current products has always enticed consumer trial of new products offering “the hope” of curing their acne problem. Since the onset of acne often comes early in the teen years, and persists for several years, a superior product has the opportunity to win a significant share of current sufferers, and a whole new group of users every year.
ASLI currently holds four world‐wide patent pending formulas that are clearly differentiated from the myriad of me‐too products on sale. These proprietary formulas utilize the significant ingredient Nanosilver, and the unique feature of a “one‐step” application; two‐of‐many differentiating features. No other competitor can make such claims or substantiate them.
ASLI has the only OTC, FDA monograph‐compliant acne treatment with Nanosilver, and patents pending ensure this exclusivity. Nanosilver is an exciting and unique technology that is ideally suited to the treatment of acne. It has demonstrated performance and efficacy in human testing, so our products can safely claim to kill acne, reduce acne, significantly reduce hormonal acne, dissolve black heads, reduce pore size and fine lines and smooth skin.
Truly Clear® and Vitamin Soap are USA and International patent pending formulas, manufactured domestically and available as both bar and liquid versions, with these key benefits:
• The Truly Clear® acne treatment provides an antibacterial treatment for the care of acne;
• “One‐Step” formula only takes only 3‐5 minutes to apply;
• Our delivery systems fuse science (encapsulation, nanotechnology) with nature (Açai berry, marine collagen, vitamins) to provide leave‐on active ingredients that work throughout the day;
• Truly Clear® has shown to be highly effective in early test candidates with some users seeing rapid results in as little as 2 days. available in a bar and liquid;
• Vitamin Soap is a cosmeceutical Nanosilver skin remedy promoting healthy skin. It can dissolve blackheads. available in a bar and liquid;
• AçaiBee Recovery Serum is a proprietary oil and wax free skin formula that users can apply after treatment with Truly Clear® or Vitamin Soap;
• All products are made in the United States to cGMP standards and by FDA certified manufacturers;
The products are effective when used separately, or in three‐part harmony, as the Truly Clear® direct‐response marketing will encourage in ongoing up‐selling efforts. It is not only the conviction of ASLI management that our products will prove superior in the acne treatment market. Testimonials from actual acne‐suffering users about our products have confirmed the effectiveness and convenience that Truly Clear® products offer for a variety of good reasons.
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MARKETING PLAN
Revenue from an acne product is rapidly achieved due to this being a “continuity sale”. In considering a comprehensive marketing plan, ASLI management has concluded that a first‐to‐market strategy for Truly Clear® products may be accomplished via one of two marketing plans;
1. This plan would use traditional distribution via wholesale channels. Studies have shown that acne is a personal issue and sales are greatly improved when a product is personally recommended to the retail customer. In the traditional drug store setting, our product could get lost on the shelf among other acne products. Truly Clear® products would see incredible positive results if offered and recommended to the retail customer in a salon, spa or barber shop. We could be the first to market with this method to the nearly 100,000 salons in the United States alone. Continuity sales would be achieved during every visit to the salon.
2. This plan would encompass self‐distribution via direct marketing as the greatest opportunity to gain consumer trials, capture market share, build sales volume and profit from oversized gross profit margins. Acne treatment competitors, Proactiv® and Murad®, have demonstrated how a mix of Direct Response Television (DRTV) and digital online marketing can produce big returns on investment, and substantial market presence quickly. And, speed to market is important for Truly Clear® even despite our pending patents. Once the market learns of our success in treating acne using a Nanosilver delivery system, others will seek to enter the market. ASLI management believes that a first‐strike DRTV campaign will discourage, or at least, slow competition, while building a loyal customer base, ahead of any competition.
The Marketplace
For the purposes of planning a DRTV‐Digital Online marketing campaign for Truly Clear®, ASLI will focus on the domestic U.S. OTC market for acne treatment products, as a baseline. There are an estimated 17 million Americans who suffer from acne:
• Roughly 1‐in‐4 teenagers suffer from some form of acne, on the face, chest or back; • Many adult women suffer from acne during their hormonal cycle; • Many adult men suffer from acne on their chest or back; • Rosacea is a skin condition effecting many fair skin adults over the age of 30;
Acne is such a visible affliction that a powerful social stigma is associated with it. Many teenagers experience despair from its continued outbreaks, engendering social isolation and thoughts of suicide in some extreme cases. The pressure to find a cure, whether partial or complete, drives sufferers to try various products until some satisfaction is found. Since purchasers report satisfaction in only 40% of cases, OTC acne treatments are largely considered expensive and ineffective.
• ASLI has four international patents pending with governmental patent offices in USA, Canada, China, Korea, Japan, Brazil and Europe including 35 individual European countries, which were prepared and filed by Mr. Michael Gollin, and his team, of the Washington, DC law firm of Venable® LLP. Filings in other countries will be completed as require;
• ASLI has completed product formulations, created sample and pre‐production units, and achieved positive visible results in patient testing;
• ASLI has received legal opinion approvals by Mr. Todd Harrison, lead attorney of Venable® LLP, to use extensive marketing claims for our patent‐pending formulations;
• ASLI has identified and established relationships with key operational partners, such as domestic U.S. manufacturers following Good Manufacturing Practices (cGMP); Direct Response TV Production, Media Purchasing and Fulfillment Services;
The global medicated skin care market, including acne treatments, has grown to $5.6 billion in 2010, according to Global Industry Analysts (GIA). This follows recession‐reduced 2008‐2009 sales. The U.S. market share for over‐the‐counter acne treatments is about $2.4 billion. There are an estimated 17 million acne sufferers in the U.S., including one‐in‐four teenagers, and many hormone‐affected women. The social stigma of acne borne by sufferers makes purchases of products, such as Truly Clear®, an investment of great significance to the individual and family.
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Contact Richard Davidson: +1.561.866.6250
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